The present document, in its great majority is a compilation of information obtained from different media that will be cited, it is a research work with comments and observations made by a server.
Historically, in Mexico, women have played a secondary role in the political, social, and economic spheres of this country (with some exceptions), and there are many reasons. But this situation is changing in the 3 areas mentioned, which shows that Eveolution is real, exists in Mexico, but in a very low percentage and it would be difficult to say when this trend will take off.
I took into account many factors for this research, from historical, geographical, educational, poverty, political, etc. Eveolution I think is a trend seen with the eyes of a developed country and is far from what happens in underdeveloped countries, the women who are putting these trends into practice in Mexico if they exist but, they are a minority and the difference with the rest, I think It is still distant, but things are being done, many situations are changing and indications of Eveolution's presence in Mexico are being given.
The main cause that stops Eveolution from being fully seen in a greater number of Women and with greater depth in Mexico is Cultural
Genetically, women and men are different, we decide differently, we differ in reasoned analysis and in feelings. The combination of reasons and emotions tend to be different, which is why I believe that women are indeed a more potential and growing market, and have not really been exploited by marketers, but culture limits or hides these genetic issues. There is a great opportunity for those companies that exploit this trend, even in countries like Mexico.
What is Eveolution?
Eveolution: «women who understand, eight essential truths». For any business to survive today, it needs to understand how women act (according to the Eveolution book), since the fact is that women make 80% of all purchasing decisions. Eveolution describes the eight truths about marketing to women:
- Connect their consumers: Women connect to each other with their brand. If we position the brand in such a way that it connects women in a community, a group, sisters, mothers and daughters or friends, they will embrace that brand in their daily lives. Web communities such as iVillage, women.com, and oxygen.com are some of the examples of connected women. For example, mothers consolidate the idea of healthy food in their daughters, while they consolidate in themselves a positive image and attitude about food for women and the family. If you market only one thing in their lives, we are lacking in the other things in their life. If we combine professional and personal lives with these markets with our brands, then we will win their hearts. Women need help executing all facets of their lives, they have a need for convenience. Let's give you a solution to your problem, what to eat tonight? Help must be provided. Let's deliver cleaning, diapers, and pizza, run her errands, so she can find more hours with her children, family, and friends. Let's acknowledge that she thinks of her family while at work. Let's provide a service that gives you peace of mind. If she has to ask, it is too late:Let's anticipate your needs. Women are the same whether it is personal or work. For example, if her husband does not anticipate what she needs, she may be disappointed in him. If an employer doesn't anticipate her needs (like a daycare near the office, or fairer pay or a simple recognition), she may consider changing companies. How to anticipate and not just be reactive? Women should be in the planning, let's talk to consumers about the ways that inspire innovative thinking and behaviors or actions that make them decide to buy something. The market, her peripheral vision and she will consider us a whole new light (see everything):Women are attentive to the lack of small details of men. They will go out and shop for that game they saw on Diane Sawyer last night while watching the news. Starbucks is a company that is EVEolved all around.
The female customer can enjoy her coffee in a clean place (if we want to attract women) and she can buy the internal music on the CD or a cookie for her little boy. Let's work on the subtle details surrounding your brand, the music in the store, the way your menu is designed, the uniforms of your waitresses or sales representatives. These details are more likely to work than assault them with aggressive advertising or annoying phone calls.
- The walk, run, go to her, assure her loyalty forever: Madame de Avon was the first step in this progression. She was born at an age when women remained in the country because they were mainly housewives. Today, women don't want to make that extra trip to the grocery store or salon, she has multiple other occupations. If we can provide quality service in the country, state, or community, your brand will be a must. Why not supply your grocery store on a monthly basis? Let's go to her, she doesn't have time to go looking for us like before, things are changing. This generation of women consumers will lead us to the following fact :The detergent that a woman used, it was likely that her mother always used, today we do not think so. Women run at home. In Asian markets where family ties are strong, brands will definitely sell on family ties, but this is changing, there is more autonomy. Associating a brand with the mother will have a strong identification of quality and confidence, but now the opposite is starting to happen. Cooperating and comparing is the best way to build a brand: asking them how do you feel, what colors do you prefer, how do you think you can be served as best as possible? When was the last time you asked for feedback and really responded by readjusting your product? Everything matters, we cannot hide behind the badge:Women seek integrity in a brand. From the way of treating employees, the personal life of CEO's, environmental issues, raw materials. We need to listen to them and support their demand. Women are not simply looking for value in a brand. They seek values.
GLOBAL PICTURE
U.S:
The first reason is that women buy or influence the purchase of 80% of all consumer goods. That includes 51% of electronics and 75% of pharmaceuticals. Automobiles buy 50% of all cars and really influence 80% of their sales. Men led the computer market, now women buy 50% of PCs. 48% of investors in the stock market are women. Half of all women own mutual funds. Women start businesses at twice the rate of men (every sixty seconds), for a total of 9.1 million of them. Its businesses generate $ 3.6 trillion annually and employ 27.5 million people, more than all of the Fortune 500 companies combined, in America. This is a ton of purchasing power.
The second reason for the commercialization of EVEolutionary is the biological one. Women are different from men. Very different. Like all great truths, it is simple but complex. Women perceive the world with their own gender. It is a matter of genetic impression. Eveolution is taking notice and there is a huge area of opportunity for marketers.
Latin America:
The need to closely follow gender relations has been generated, based on the knowledge of how these occur in everyday life: at home, school, work, among others. And things are really changing, but much slower than in developed countries, but there are things that have won and are changing, as an example in 1980 the First Conference of the First Ladies was held in Central America for the first time and for 10 years the The meeting is annual and hemispheric and these annual meetings always focus on issues related to social well-being in the areas of health, education, violence, and women's participation. They begin to make decisions and have power considering that any political initiative (like this one) will have inevitably social and economic effects,Eveolution is beginning to be noticed from the political sphere.
Another example is that in the 1990s she has witnessed the enormous achievements in the field of female leadership in Latin America, but the real insertion of women in power requires profound social, political and cultural changes that are only just beginning. crystallize. In a special edition, the publication “Perspectivas” of the Isis International organization based in Santiago de Chile, feminist activists, theorists, academics, journalists and women in politics, talk about the emergence and presence of women, who from different Public spheres have been acting as leaders. And today, they represent around 13 percent of members of the two chambers, upper and lower, in Latin America, if North America and the Caribbean are taken into account, the figure rises to 15.4 percent,when at the beginning of the decade it was 10 percent. Still there is a long way to go.
Europe:
But not everything is so easy, in Europe, despite having mostly developed countries, according to the words of Anna Mercadé, Spanish author of several books, writes «The autonomy of women will only be possible if she is economically independent. As long as the woman does not earn money, does not have her own checking account and does not have her own retirement, she will be cannon fodder for what is happening. Here in Spain, without going any further, in the first two months of the year there have been more than 60 deaths of women at the hands of their husbands or lovers.
“I have evidence that women undertake differently from men. We build companies differently from the same idea, the organization, we like horizontal companies, not so hierarchical, and above all, within the sustainable economy, we buy and decide differently. There is everything, the very smart ones that enter the market very well and have their feet on the ground, and others that have made a setback. Today there are young girls for whom the most important thing in their life is to get married; they still think of the blue prince who will keep them. Feminists drop our morale when we see that this is the case (Eveolution?). Then we see that women choose careers with which they can help society and as such, they do not choose technical careers or information science careers.This is very dangerous because apart from money what will dominate the world are information and technologies ”. Categorical and throwing the pen with which she was playing all the time she said: "we are falling behind."
Worldwide:
In 1979 the Convention on All Forms of Discrimination Against Women (CEDAW) was adopted by the United Nations, which was put into effect for signature in 1981. The objective of this convention is integrated for 30 articles that enact universally accepted principles for women to enjoy equal rights throughout the world.
Women still cannot freely exercise their right to equality. In many countries, including Mexico, the restrictive scope has not been broken. It is not enough to put on paper the rights and prerogatives that correspond to it, it is about creating the mechanisms through which one can exercise, think and act in equality. In order to make equality a reality, it is necessary that the committed States offer their citizens equal rights in political and public life and with it, free-choice social and economic equality; equal access to education and the same study programs.
In developed countries things have changed, indeed Globalization, Technology have made women play more individualistic and entrepreneurial roles and therefore the effects of the Eveolution trend are seen, they have gained a lot of ground and the economic, political and of their communities, make it easier for them to achieve gender equality, which is not yet complete in underdeveloped countries.
What is a fact is that the trend of Eveolution is real in Latin America, it is a fact that will happen and is already happening, the challenge is to know when and where, in Latin American countries, some of these effects may be being seen, But in very small circles, it has the economic and social capabilities to start a business and with it they can buy online or make more decisions. Some of the points mentioned by Eveolution are happening, but most of the female society still does not have the means to achieve it in our environment (Mexico and AL).
The tip is that women process information decide differently than man because our brains are wired differently. We hear, acquire, and use language in our own way. The profound socio-economic changes, in much of the world, have led women and men to perform in various activities and that gender roles have gradually changed. Today it is common to observe women participating more fully in the social, cultural, economic and political life of their countries, as well as engaging in activities that were previously considered purely masculine.
Mexico, panorama of Eveolution
There are many things that are changing, and as an example a button is enough, in politics, in the last government report, the first president (Vicente Fox) did not lack the precision of deputies and deputies, ladies and gentlemen, friends and friends, Mexican and Mexicans. But… this goes much deeper, it is not simply a political, economic or social issue, I think that the main challenge for Eveolution to start seeing in Mexico is CULTURAL.
What is happening (a small segment):
Let us take as an example a woman we know, who has a good job, one of those who does not live without her email… ”The woman of the digital age takes possession day by day as one of the fundamental factors in the development of the Network, the digital industry and in the promotion of electronic commerce and is called to be one of the key pieces in this cultural and technological revolution that meets the trends of Eveolution.
After these past few years, when women became an important part of the workforce and tried to look like men in all aspects, from dressing executive suits to gambling in gaming centers, new research reveals that men now imitate women. women (I am totally Palacio, men are more interested in these commercials). Today's women produce high-quality work, set and meet goals, and support their subordinates, scouts look for executives who can retain their workers and excel in the structures of the new economy, and women are the right candidates.
Many new studies reveal that women in management positions outperform their male peers in almost every parameter. In fact, as an article recently published in the business magazine Business Week comments, after years of analyzing what makes leaders most effective and deciding who has what it takes to succeed in this new era of business, the gurus Managers already know how to improve their chances of getting a great executive: hiring a woman. The woman of the digital age meditates better on decisions, she has a greater spirit of collaboration and seeks less glory at work, but personally and at home, she takes care of the smallest details of her appearance and that of her loved ones, she decides the food, the furniture, the car, the clothes But now the company is also making decisions about what to buy, what not to buy, where to buy, when to buy, etc., etc.
Thus, they obtain high marks in exactly those skills necessary to succeed in the global information age, in which teamwork and knowing how to associate in common projects count. Personalities such as Carla Fiorina of Hewlett-Packard Co., Andrea Jung of Avon Products, and Sonia Dulá of Obsidiana.com, along with many others, stand out in the industry as their influence grows day by day.
As users of the Network, women already outnumber men in the most advanced countries, the French firm NetValue, estimates that in Mexico 43 percent of netizens are women. They make better use of technology, are more analytical, and use their time better, can you imagine? Decide on home purchases,,, but also now in the company (super potential market).
The woman of the digital age is dynamic, imaginative, ready for challenges and wants to participate in the digitization process of her school-age children, understand what her husband does with technology and exploit it more and more. In the United States, women already surpass men as users of the computer and the Internet at home and are the object of interest of the site creators, for their purchasing power and insight to acquire and evaluate prices and products. In the Latin Network industry, a large number of female executives occupy the first positions and are recognized for their youth and drive to promote the most successful dot-coms. She is called to be one of the most fundamental users of the Network and to promote the rationalization of electronic commerce in all its variants, also participates strongly in the design and conceptualization of increasingly beautiful and practical sites, with all the feminine touch and its particular vision of the world.
In the digital industry, his influence will undoubtedly be decisive for the definition of new business patterns highlighted in the human aspect of organizations and as the natural leader of the new projects that globalization and technological modernization will bring, and throughout the commercial part, that is, the Eveolution is being fulfilled.
In a world in constant technological explosion, the woman of the digital age must be open to all the proposals that this transcendent revolution will bring us in communication, entertainment and knowledge. Manufacturers are already developing a vast series of household products with Internet access. And women increasingly know about cell phones, DVDs, Palm's, interactive TVs, digital toys and computers. Websites are growing for and from women to women beyond glamor and they are the real engine behind e-commerce: they are not afraid to shop online. In universities and tech companies there are more and more women studying careers previously reserved almost exclusively for men.Today, the woman, as mother, wife and executive, aspires to say: I am totally digital, I decide. All of the above sounds great, but how many Mexicans can really come to this, how many do you know? o What percentage of the female population has access to this type of life? or how long can they ?. Let's see part of the reality in Mexico, this will land us at Eveolution in Mexico.
Mexico - Eveolution in Numbers:
These are some reasons why today the trend of Eveolution is restricted for most women in Mexico, which does not mean that it will not happen in Mexico, but there are underlying problems that will have to be fixed. The Eveolution trend, I think, is designed for a developed country.
Illiteracy:
Illiteracy is a characteristic that shows important differences between generations and between sexes. Among the elderly, the percentage of illiterate population is considerably high and the differences between men and women are also notable. The reduction in illiteracy, reflected in the younger generations and the smaller difference between the sexes, accounts for the advances that have been made in the educational field in recent decades.
2001
INEGI Source
Government Participation
It is clear that the power and participation of women in decision-making are far below the power exercised by men. Although there has been progress in the integration of women in these areas, efforts must be redoubled so that the gap is less and less and finally power and participation in decision-making is equitable between men and women.
Female participation in the public sector has been sustained in recent years. There is currently a balance regarding the participation of men and women within the public sector. Of a total of 2 million 288 thousand 980 workers: 51.8 percent are men and 48.2 percent are women. According to the document "The Feminization of the Labor Market and Public Employment" of the Institute of Security and Social Services of State Workers (ISSSTE), women continue to have a relevant weight and have even strengthened it in the areas of education and health, and those who occupy almost 58 percent of the total state-affiliated workers affiliated to that institution.
Until last year, in dependencies such as the Secretaries of Health and Public Education, the participation of women represented 52.72 and 53.05 percent, respectively. While in Social Work 51.49 percent, followed by Industry and Commerce with 50.22 percent. In the Ministry of Foreign Relations, their participation represented 48.72 percent; in the Treasury, 47.29 percent; in the Agrarian Reform 45.57 percent, while in the Interior, 38.04 percent. Of the total number of workers in the service of the State, 6.95 percent obtain seven or more minimum wages, of these, only 38 percent are women. 81.63 percent of women working in the public sector are over 30 years old, but the most significant age group is comprised of women between 35 and 39 years old, with 22.11 percent.But young women (up to 25 years old) do not represent more than five percent. Married women represent the highest percentage of working women in the service of the State (55.2 percent), compared to single women (15.7 percent), figures that confirm the national trend that married and with children remain in the labor market after to unite and procreate.
From 1970 to 1976 in the six-year term of President Luis Echeverría, there has been a sustained growth in the percentage of female participation in public employment. In the first year of the López Portillo administration, there was a significant drop in the index, due to the incorporation of 94 thousand 984 workers and only 30 thousand 900 were women, despite this, throughout the six-year period the feminization index is higher in Comparison to the previous one, being on average 82.03. In Miguel de la Madrid's government, the feminization index is 79.07, while in Salinas de Gortari's presidential term it was 77.11, while in Ernesto Zedillo's administration, the index reached an average of 83.29.
But in decision-making positions it is another story, the participation of women is much lower, which will also tend to change. The participation of women in government, due to the culture of a country, is influenced by political, social, and economic actions, and with it many of the purchasing behaviors that can be completely different from one country to another due to cultural issues are defined.. I consider that the Eveolution theory is intended for any woman genetically speaking, but culturally it will have different applications in each region that will depend on their culture.
2001
INEGI Source
Economic participation
The female participation rate is considerably lower for women than for men. While 36.4% of women 12 years and older participated in economic activity, almost 80% of men of those ages did so. However, if participation in domestic work is observed, the relationship is significantly reversed. Almost twice as many women as men 12 years and older participate in household chores. It is important to mention that although men increasingly participate in domestic activities, the burden of these tasks continues to fall on women.
2001
INEGI Source
Economic participation by level of education:
Although the lower economic participation of women compared to men is evident, the difference becomes smaller as the level of education increases. This shows the importance of education, among other things, for a greater participation of women in economic activities.
2001
INEGI Source
Economic labor participation rate of the population aged 15 years and over
| Year | Women | mens |
| 1982 * | 24.1 | 73.4 |
| 1990 | 31.7 | 75.4 |
| 1999 | 36.5 | 74.4 |
| 2000 | 35 | 72.9 |
Young women are the candidates for Eveolution, but….:
Miriam Ruiz from the Women's Institute comments: “Although young women of the 21st century have better cultural perspectives than their mothers to achieve a full and free life, they are limited by the precarious economic conditions of the country where job security, even with high levels educational, it is non-existent ”. The National Youth Survey 2000, conducted mainly in the country's urban environment, for women between 14 and 29 years of age indicates that up to 65 percent of young women work, have worked or are seeking employment. Almost half (49 percent) start working when they leave high school, that is, between 15 and 19 years old, but the economic need causes 29 percent of these young women to start their working life between 12 and 14 years old,age when international treaties prohibit them from working and stage where they have not yet finished their studies. Furthermore, 54 percent of the surveyed population works more than seven hours, and up to 45 percent of working female youth were forced to abandon their studies. Unlike previous generations, who questioned some of their attributes, “young women are recognized as capable of engaging in any type of social, political or economic activity.“Young women recognize themselves as capable of engaging in any type of social, political or economic activity.“Young women recognize themselves as capable of engaging in any type of social, political or economic activity.
In 2010, 20 million Mexicans will participate in the formal economy. Eveolution?
According to projections by the National Population Council (Conapo), the economically active female population will increase to 19.5 million in 2010 and close to 23.1 million in 2020. 38 percent of the more than 1.2 million jobs that must be created in The next 10 years to absorb new entrants to the labor market will be occupied by women, the agency predicts. Meanwhile, more than 13 million women are currently entering economic activity, with a participation rate of between 36 and 37 percent.
However, until 1999, around 54 percent of employed women had an income of up to two minimum wages, reflecting their insertion in low-productivity and low-skill activities, which shows that in Mexico women are still subject to various forms discrimination and face obstacles to ensure their full participation in the development process. According to Conapo statistics, the number of women under the age of 15 will decrease from 16.3 million in 2002 to 15.6 million in 2005 and 14.7 in 2010.
In contrast, the female population between the ages of 15 and 64 will continue to increase from 31.3 million in 2000 to 34.9 in 2005 and to 38.2 million in 2010. From 1994 to 1996 poverty has increased in Mexico by 20%, reaching approximately 50 million poor. Although they already represent 35% of the Economically Active Population, their perceptions are low. According to the 1995 National Employment Survey, 23.6% of employed women received less than a minimum wage, while only 0.8% received more than 10 SM. We are also overrepresented in activities such as domestic work, self-employment and unpaid work, and underrepresented in high-skill and industrial jobs.
As for the rural female population, which is 11.6 million, equivalent to 49.8% of the total, 3.5 million are indigenous women who live in much more difficult conditions.. The life expectancy of rural women is three years lower than the average, the risk of dying from childbirth is double, and their working day is 18 to 19 hours a day, 42% higher than that of men. Between 1989 and 1992 the female population employed as a day laborer went from 26 to 33%. Our participation in decision-making levels is still very limited. We represent 17.2% in the Senate, 18.8% in the Chamber of Deputies and 25.8% in the ALDF. Only 3.5% of the Municipal Presidencies are occupied by women, as well as 11.8% of the Secretaries of State. In the private sector, 76.6% of officials and managers are men, despite the fact that the average level of education for men and women engaged in these occupations is the same: 13.4 years.
Comparison between Mexico, USA and Japan
A differentiation of three countries, such as: USA, Japan and Mexico, in terms of their Active Economic Population (EAP), that is, I am looking for the percentages that this population participates in. On the other hand, the comparison between these countries, but in their Economically Inactive Population, that is, their percentage (PEI).
| PEA participation | 1970 | 1980 | 1990 | ||||||
| USA | Japan | Mexico | USA | Japan | Mexico | USA | Japan | Mexico | |
| Female | 43.9 | 49.9 | fifty | 51.4 | 47.6 | 49.42 | 57.4 | 50.1 | 76 |
| Male | 79.7 | 81.1 | 50.9 | 76 | 79.8 | 50.57 | 74.9 | 77.2 | 35 |
| Female unemployment | 4.7 | 4.7 | 5.7 | 7.9 | 2.1 | 5 | 6.3 | 2.2 | 5.3 |
| Male unemployment | 2.7 | 2.7 | 5.8 | 7.2 | 2.3 | 5.9 | 6.9 | two | 6.4 |
After school festivals and meals on May 10, Mother's Day, almost more than a sixth of the workforce in Mexico returns to the complicated equation of providing income to the home, while sustaining the expenses of Go out to work and balance the emotional life of his offspring, his own and, in general, the family, with a direct cost to his pockets, but this may be an opportunity for Eveolution.
Although the Gross Domestic Product (GDP) does not yet foresee childcare as a productive activity, the cost of maternity impacts families' incomes, since state childcare services are insufficient or inadequate to the changing face of motherhood in Mexico. With the increase of Mexican women in the Economically Active Population (PEA) five times in 60 years, that is, from 432 thousand women in 1940 to more than 12 million Mexican women and with 1.9 million households classified as single-parent, the proportion of day-care centers state is low, explains the counselor of the National Women's Institute, Cecilia Loría. Of the workers enrolled in the Mexican Social Security Institute (IMSS),only one in ten benefits from this benefit through 700 day-care centers with a capacity of 100,000 children under the age of six. Mexican women represent 52 percent of voters according to data from the National Institute of Statistics, Geography and Informatics (INEGI), a percentage that is not reflected in the decision-making positions of the federal executive, despite the promotion of Affirmative Action (30 percent of public positions for women and minorities in the Chambers) as a method of promotion to achieve political equity. Equal opportunities allow women to participate in all areas of social life, it is a democratic right not always assumed or respected.
Businesswomen in Mexico:
Complications for Eveolution. In Mexico, 80 thousand businesswomen fight daily against discrimination: Being a woman and having economic power, even if only with a micro company, means in Mexico for 87 thousand 205 businesswomen a daily fight against prejudice and discrimination. Added to this is her social obligation to have to reconcile work and family, (explained in an interview Dalia Barrera Bassols, researcher at the National School of Anthropology and History.)
The Interdisciplinary Program of Women's Studies of the Colegio de México in its book “Businesswomen and Executives. Women with Power ”by Gina Zabludovsky, who writes in this book on“ Women Entrepreneurs in Mexico: a Regional and Global Comparative Vision ”, women constitute 16.3 percent of the 535 thousand Mexican businessmen (against 45% in the US) and 65.2 percent of them are located in micro and small companies. Discrimination against businesswomen in Mexico in access to credit, lack of family support and social rejection as important factors that stop female business development and with it the difficulty for Eveolution.
This means that Eveolution is not taking place, but women have developed various strategies, such as publicly displaying the male image, that is, as the owner of the business, although it is the woman who manages the company (who decides, what that the marketer really should care about).This way it is easier to get a loan if the name of the “person in charge” is a male. For this reason, Gina Zabludovsky explains, approximately 60 percent of women entrepreneurs have business in partnership. The nineties have witnessed enormous achievements in the field of female leadership in Latin America, but the real insertion of women in power requires profound social, political and cultural changes that are only just beginning to crystallize. Political and economic interests hinder the advancement of labor and political legislation that leads to obsolete laws for modern times.
Initiatives that help:
Day care centers:
The increase in women's participation in the labor force in Mexico is one of the most significant transformations that has occurred in the region in recent decades, accompanied from the beginning by changes in the organization of families. With this, childcare has also become a problem to be solved for working mothers. In past decades this issue was resolved by the extended family (grandmothers, mainly and other relatives). However, today the extended family is less common. In 1980, 25.5 percent of families were classified by the National Institute of Statistics, Geography and Informatics (INEGI) as extended, by 1990 only 18.3 percent of families are classified in this way (Eveolution). That is why women,those who still bear the responsibility of caring for the offspring, find it necessary to hire a third person to take care of their children. So this task is bequeathed to older daughters or sons or nannies, but also, in institutional terms, to nurseries.
Education:
The bad: On the other hand, despite the fact that basic education is mainly in the hands of women, teachers have little access to leadership positions and union representation, yet they have managed to insert themselves in economic, political and social activities like never before. in the history of our country.
Different studies of the working conditions of the teachers warn that despite the representativeness of women in the teaching profession, the highest educational hierarchies are under the responsibility of men and the same occurs in the positions of union representation within the National Union of Education Workers (SNTE).
According to Unesco, in the educational sector, women have fewer opportunities to occupy positions of higher academic or administrative hierarchy, although almost all teachers at preschool level, and half in secondary school, are women.
According to the researcher from the Colegio de México, Etelvina Sandoval, female teaching work faces difficult conditions due to its low social value, little institutional support and precarious wages, despite the fact that historically the teaching staff has demanded a 100 percent salary increase, an increase that has never It has been conceived for them.
The Good: Even with all of the above, progress is being made in 2 ways, the number of women enrolled is increasing and in careers or specialties that were previously considered exclusive for men, and second, that the number of women who have management positions within public and private institutions, which shows us that there is a change that over time should lessen the problems mentioned at the beginning of this topic
Some of the tasks that are already being done:
The National Institute for the Promotion of Workers' Housing (Infonavit) and the National Institute for Women (Inmujeres) signed an agreement to ensure that 50 percent of housing loans are awarded to women and improve working conditions in the Infonavit workers.
Growth of fairs for women. "… All rights for all women every day, was the motto of the sixth edition of the Women's Fair, held in the Zocalo of the city of Mexico on Sunday March 18…".
It was in 1954 when the first Mexican woman agreed to a seat, becoming a deputy. From that date until December 2000, the year the 20th century died, the number of women in the lower and upper houses of Congress gradually increased; But it was in the 90's when the number of female deputies grew considerably: in 1991 there were 42 deputies, by 1997 there were already 88.
The Fundación Mujer AC - chaired by Beatriz Gallardo Macías - proposed that the reform of the Federal Labor Law (LFT) ensure working hours that take into account the needs of families, the benefit of having sufficient nurseries for working mothers, safety at work, as well as the eradication of discrimination due to pregnancy, eradicating the dismissal of pregnant women, as well as the requirement of proof of weightlessness
The radio and television program for women, such as "The century of women", which is a bar aimed at women in Mexico. It is not like traditional female shows, which normally deal with fashion, beauty, makeup and macramé. Here, other topics are discussed, said its host Patricia Berumen.
Mexico United for Women proposed changes to the Federal Labor Law (LFT) in order to establish the same opportunities and rights for women and men in the labor field
The dissemination of laws, conventions and pacts related to equal conditions and the human rights of all women.
Establishment of different measures necessary for the authorities and public institutions in their exercise to refrain from committing any act or practice of discrimination against women.
Promote in women and young people the acquisition of basic legal knowledge that makes it possible to defend and denounce the violation of their human rights.
Secretary of Social Development (Sedesol), Josefina Vázquez Mota. We believe it is necessary to formulate a program to expressly support women, particularly those who are the head and breadwinner of their home.
Why YES, Eveolution in Mexico:
The celebrations of February 14, tinged with publicity, nevertheless open the occasion to reflect on what love has been for women. It would be necessary to start from the unequal relationship between women and men, from the system where power covers everything. In this scenario, love for women has been above all dependency, and a hindrance for her life, that of all women.
First, we should reflect on the amount of things that women do only for love: domestic and permanent work that is invisible; the energies that go into caring for and protecting others: children, old people, bosses, but above all, the couple, that is, the other. What they do to look good and make them look good. Women spend a lot of time thinking about how to build their image, but more than that, their daily behavior. For love they continually want to be good mothers, good wives, good girlfriends, good daughters, because they are always waiting for others to recognize them. They have lived marked by the need for recognition. Therefore living for others is behind her idea of love.
For this reason, Dr. Marcela Lagarde maintains that love is one of the many captives or prisons in which women live: “… because love impels women to deposit themselves in others, human or divine, to be filled with them and to give themselves over to they as if they were divinities.. ”and that form of love is signified by suffering and sacrifice. There is a perpetual ambivalent feeling, like a command. But also in this patriarchal system love is governed by the ideology of private property and from it derive what we say love fades: they are always waiting for others, hence the fear of abandonment, disqualification, contempt, the fact of discrimination and backwardness of women in economic, political and social matters is not only the fault of men,the woman has a great responsibility when not facing this situation. For many years the macho man has decided on many things (including shopping), the woman, because she has partly wanted it, has been marginalized. In reality, this form of love / control is marked by the other's mandate, thus repeating the control of the couple, and far from establishing egalitarian rules, the tension that originates control stifles freedom and, finally, love.the tension that causes control drowns freedom and, ultimately, love.the tension that causes control drowns freedom and, ultimately, love.
Fundación Mujer AC - chaired by Beatriz Gallardo Macías - proposed that the reform of the Federal Labor Law (LFT) ensure working hours that take into account the needs of families, the benefit of having sufficient childcare facilities for working mothers, security at work.
In the business world, this is beginning to change (maybe it is an eveolution), where the numbers and most of all money and net profits rule, it is very novel that the feelings of people are being explored, even more so when Throughout the times, what prevailed was that employees left their emotions at the firm's front door. Nowadays and for a couple of years, the emotions and feelings of the individuals who are part of the companies are being given more weight. This phenomenon is caused by several factors: the appearance, in the 90's, of a new generation of executives and business people, the greater participation of women in this new generation and at all levels of the company. and the new forms of work that the new economy brings and will bring.
Technology is allowing work activity to be carried out in more optimal conditions, which is contributing to the reduction of those tasks that require greater mental and physical effort, or health risk, which are carried out by robots and specialized machines, producing a significant decrease in the accident rate at work. At the domestic level, the modernization of the home is allowing, especially women, time to carry out paid activities, or other cultural, recreational, leisure activities…
Conclusions
Leadership experts (not marketing experts) affirm that the 21st century will be the century of women, since they possess a series of qualities that will be essential to face the dynamics of constant change and globalization that prevails today in business., community and institutional.
Exceeded the leadership ideal that valued rigidity instead of flexibility; coldness instead of emotionality; rivalry rather than camaraderie. In this information age, women face great opportunities and great challenges. There are studies that show that there are indeed differences between women and men (for example, in communication skills, both in and out) that make them more effective in managing new work environments, but at the same time combat the sexist prejudices that limit their integral development.
Efficacy, ethics and balance of life are the three that encompass those characteristics that allow women to excel in their spheres of action without losing their femininity, the world is really changing and eveolution is noted in different areas. Everything will depend on the product or service to be purchased, but there are things that are undoubtedly already happening in Mexico and Latin America in regards to Eveolution, for example, buy a bed and buy a chocolate.
If a young man wants to buy a bed and a desk to furnish his room at home or perhaps even his apartment in his university city. The economically dependent on their parents who reside even in another city, therefore take advantage of their visit to make the purchase.
The role that each of these people plays in the purchasing process is as follows: User: The student is the person who will use the bed and desk purchased. The one who decides: the mother will be the person who decides where to buy, which to buy and how to buy. The buyer: The father is the person who is going to make the purchase and now perhaps he is also the mother, this applied to Mexico we could say that it will happen to approximately 60% of women, since the rest decides only by price (the most cheap), because she lives in extreme poverty, with which we see effects of Eveolution, since the woman is who decides and probably who pays.
Now let's look at the example of buying a chocolate, a couple took their seven-year-old son to the pediatrician. Due to his good behavior during the review, his parents decided to reward him with a chocolate. The role each of these people plays in the purchasing process is as follows: Initiator: The mothershe was the one who suggested the idea of buying the boy a chocolate. Influential: The child is the person whose preferences and suggestions have weight in the final decision and the Buyer: The father is the person who buys the chocolate from the child. In this example, who encourages the purchase is the woman and who decides the child, but half, that is, the mother is who decides if a type of chocolate is good for the child, finally he will not let him buy something of dubious origin or quality, that is, it influences, decides and perhaps as the previous case, pay will perform the 3 functions.
The student's satisfaction with the furniture they acquired will influence their subsequent behaviors, this means that when this student or his family need furniture products, there will be a high probability that they will acquire something similar. The woman left the type, the brand, finally she decided almost everything, now let's imagine the rest of the furniture, the food, the clothes, etc. and now, the company, with which suppliers, what customers want…. This is Eveolution.
Globalization will play a decisive role for Eveolution in Mexico, every day we have more world products, with global marketing, which may have been made for women from the first world, but are seen by women from all over the world, examples may be television commercials for yogurts, pantyhose, feminine towels very directed to an independent woman, but also in commercials for men's items, where the invitation is for the woman to make the purchase and regarding the children, the children are gaining autonomy in their decisions, but Because of the role of education and health that women play over them, they will continue to decide on many things. Eveolution is giving every day, more executive women, every day more corporate purchasing decisions in their hands,women will effectively play a leading role with respect to men in terms of marketing.
EVEOLUTION, MARKETING FOR WOMEN (MARKETING)
Contributed by: José Escoto G. - [email protected]
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