Lux: Shrugging off gender inequality – Decoding ambivalence towards gender inequality in Japan

Lux, a Unilever-owned haircare brand, conducted a quantitative study to ascertain where personal "pain points" are from the perspective of today’s Japanese women.

Introduction

110th out of 149 countries. With overall gender disparity of 33.8%, 110th is where Japan ranks in the 2018 World Economic Forum's Global Gender Gap Report on gender equality, nestled snugly between Mauritius and Belize. While gender disparity in Health and Survival is a mere 2.1% and Educational Attainment is 6.0%, a high level of gender inequality exists in Economic Participation and Opportunity (40.5% gap) and Political Empowerment (91.9%).

Gender inequality index by Country (2018)

Source: "The Global Gender Gap Report 2018", World Economic Forum

Score at a glance

Japan's poor ranking in terms of gender equality...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands