The Truth About Canadian Women McCann WorldGroup Canada
Truth about Canadian Women

The Truth AboutCanadian Women

A Truth Central Study from McCann Worldgroup Canada conducted in partnership with Ipsos 2018

In 2018, most Canadians think it’s easier to be a man than a woman in Canada.

At the start of 2018, we surveyed 2,700 Canadians to begin our next truth study:

THE TRUTH ABOUT CANADIAN WOMEN

The study is an exploration of the changing conversation around women in Canada today – how they are shaping change and how this change is shaping everything around us.

Women are at the heart of cultural debate here in Canada and globally. While strides have been made towards equality in all areas, gaps and unknowns remain. This uniquely Canadian initiative will provide women and men the opportunity to share how gender affects their state of mind, and ultimately, their choices as consumers.

Despite best efforts by brands, only 14% of Canadian women feel they can identify with women in advertisements.

This initiative will help brands define their role in a rapidly changing landscape, and guide businesses to new growth opportunities through a stronger connection with female consumers.

A GLIMPSE OF WHAT’S TO COME

Gender equality at work? Women aren’t feeling it.

76%of women believe we don’t have gender equality in the workplace

One home, two realities.

74%of men believe household chores are shared

40%of women believe they do all the work alone

Post 50, the best is yet to come.

59%of women feel their lives are fuller after 50

Best intentions aren’t enough.

67%of millennial women believe there are too many gender stereotypes in advertising

The promise of real change.

63%of millennial parents are raising Gen Alpha gender neutral

ON THE AGENDA FOR THE YEAR OF THE TRUTH ABOUT CANADIAN WOMEN

April

Women and Work

May

Roles in the Household

July

The Imperfect Portrayal of Women

August

Women over 50: The Untapped Opportunity

SEPTEMBER

Raising Girls and Boys

The Truth About Canadian Women: The Full ReportOctober 11, International Day of the Girl

Methodology

2,700 Person Survey

with women and men across Canada

40+ Interviews

with leading Canadian marketers and women shaping change in Canada today

2 Consumer Workshops

with Canadian women who are leaders in their own communities, choosing or rejecting your brands every day

A Game Changer Dinner Series

with women of influence across Canada’s key cities, tackling one topic at a time

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If you have any questions or would like a presentation on this or any of our other topics in our Truth Central series, please contact