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2022 Deloitte Global Women @ Work Report

Entered in Global Campaign, Business to Business, Gender Equality

Objective

The disruption and uncertainty of the past few years continues to negatively impact women in the workplace. As organizations adjusted policies to support employees during the pandemic, the rise of hybrid and flexible work became regarded as safety nets for working women in particular. However, little data is available on the impact of these arrangements on women at work. The aim of our Women @ Work 2022 survey was to examine these key issues along with others that are important for women in the workplace – and to identify ways in which meaningful and sustained change can be delivered.

 

Surveying 5,000 women across 10 countries, the 2022 Women @ Work Report provides a unique snapshot of the views of women in the workplace. It also highlights the opportunities and challenges that exist for employers when it comes to progressing gender equality at work.

 

This comprehensive global report sought to:

Strategy

Using the 2021 survey as a baseline analysis, the 2022 Women @ Work Report aimed to update insights on issues covered in 2021 but, critically, to gather in-depth insights into the impact of new ways of working on women. The report also sought to dive even deeper with a more intersectional lens – still encompassing insights from women of color and LGBT+ women – but notably including perspectives of women in a racial minority in their home country, different seniority levels, and different employment statuses (full-time vs. part-time).

 

We built our content strategy to achieve the following three outcomes: First, we highlighted how the effects of the pandemic continue to impact working women – particularly how an increasing number of women report burnout and how new interventions such as hybrid work arrangements have presented unforeseen challenges. We also examined the positive impact of companies that are leading the way on gender equality in the workplace – to show what they are doing to make a difference and how others can follow. Finally, we identified steps companies can take to further gender equality and address the needs of women in their organizations – now and in the future.

 

We chose this strategy because this positioning portrays the experience of women around the world and sends a clear and urgent message to employers that if we don’t take action now, we risk reversing years of progress towards gender equality and inclusion. We also wanted to identify clear, data-driven actions that would make a difference. This strategy also enticed global media, helping us to reinforce our message more broadly.

 

We leveraged a multichannel approach to elevate Deloitte’s voice and drive discussion, which resulted in: extensive engagements with clients, public sector organizations, and the global business community; robust earned media across broadcast and digital; holistic organic and paid engagement across Deloitte’s digital and owned media.

 

As a result, our implementation strategy featured a multichannel approach to bring the survey to life across platforms, including:

Results

See confidential section for client/third-party engagements.

 

The timeliness and relevance of the Women @ Work research has led to extensive market interest and media coverage. Overall, the report has been covered in 255 articles in 18 countries along with a full network exclusive with NBC News.

 

Highlights include:

Media

Video for 2022 Deloitte Global Women @ Work Report

Entrant Company / Organization Name

MikeWorldWide, Deloitte Global

Link