Understanding Femography: Exploring Gender Demographics in Business and Society

What is Femography?

Femography is the study of female demographics—an analytical field focused on women's behaviors, needs, and societal trends. It includes the examination of factors such as education, career aspirations, health, technology use, political participation, consumer behaviour, and social trends among women. The term “femography” is rooted in the concept of “demography,” which traditionally studies population structures but with a specific emphasis on the female demographic.

As society moves towards a more gender-inclusive environment, understanding the nuances of femography has never been more critical. In business, femography can guide product development, marketing strategies, and customer engagement, and help organizations build policies that reflect gender diversity. It is also a powerful tool for governments and social organizations aiming to address issues such as gender equality, economic participation, and digital literacy.

Femography highlights the progress that women have made over the years and also underscores the persistent barriers that continue to hinder their advancement. In a globalised world, where businesses and societies strive for equality and inclusivity, understanding the femographic trends allows us to create targeted solutions that resonate with female consumers, employees, and citizens.

Global Perspective: Key Data and Trends

Globally, the female demographic is undergoing significant changes. On the one hand, advancements in education, healthcare, and economic participation are transforming the landscape for women. On the other hand, critical challenges such as financial exclusion, gender-based violence, and the digital gender gap continue to persist. Below is a snapshot of global female demographics with data insights:

Key Challenges:

• Financial Exclusion: Although women control a significant portion of consumer spending, they remain financially excluded in many parts of the world, limiting their economic agency.
• Digital Gender Gap: While internet access is improving, many women still lack meaningful connectivity due to issues like affordability, digital literacy, and social barriers, particularly in rural areas.
• Gender-Based Violence: Despite progress in legislation and advocacy, gender-based violence remains a widespread problem, with millions of women experiencing physical or sexual abuse annually.

Despite these challenges, substantial progress is being made in several areas. Global initiatives to empower women in education, healthcare, and political representation continue to bear fruit, but systemic changes are required to close the remaining gaps.

Gen Z Perspective: Shaping the Future

Gen Z females, those born between 1997 and 2012, represent the first generation to have grown up entirely immersed in the digital world. They are characterized by their tech-savviness, strong social consciousness, entrepreneurial spirit, and willingness to embrace new forms of activism. This generation is reshaping societal trends, influencing business practices, and demanding social change. Below is an overview of their behaviour and preferences: Gen Z females are also deeply involved in activism. They advocate for causes like gender equality, racial justice, and climate change. With 80% of them supporting gender equality, they are also vocal about their rights, demanding more inclusive and equal opportunities for women in both the workplace and society.

Their purchasing decisions are driven by their values, particularly around sustainability, social justice, and ethical practices. Brands that do not align with these values are at risk of being overlooked by this socially conscious generation.

Sri Lankan Perspective: Gender Demographics in Context

Sri Lanka presents an intriguing context for femography due to its complex social dynamics and recent progress in female empowerment. Sri Lankan women have made great strides in education and healthcare, but barriers to workforce participation, political representation, and technology access remain prominent. Below is a deeper look into Sri Lanka’s female demographic:

Sri Lanka's demographic data shows that while women are leading in educational attainment, significant gaps remain in workforce representation, especially at senior levels. Additionally, the country faces challenges in bridging the digital gap, with many women, especially in rural areas, still lacking access to digital tools and literacy.

This data highlights that while women are making strides in vocational education, their underrepresentation in lower-level technical training and leadership positions suggests a need for policies that encourage women’s participation at all levels.

Conclusion: Implications for Business and Society

Femography is more than just an academic tool—it's a key resource for businesses and policymakers looking to engage with the female demographic effectively. The insights provided by femographic analysis guide organizations in developing products, services, and strategies that resonate with women across different regions, cultures, and age groups.

For businesses, understanding the preferences, needs, and purchasing behaviour of women—especially those of Gen Z—can provide a significant competitive advantage. As women, particularly Gen Z females, continue to lead the charge in technology adoption, activism, and consumer spending, businesses need to align their strategies to meet the values and expectations of this powerful demographic.

For governments and social organizations, femography provides critical data needed to address gender inequalities, advocate for women’s rights, and develop policies that bridge the gaps in education, workforce participation, and political representation.

As we continue to navigate the complexities of gender dynamics in the digital age, femography will remain an indispensable tool for driving social change, promoting equality, and fostering inclusive business practices.

By understanding the global, generational, and national trends in female demographics, we can create a more equitable society that enables women to reach their full potential in every sector.

References:

Deloitte, 2020. Global Survey of Gen Z, [online] Available at: https://www.deloitte.com [Accessed 30 November 2024].

Google Consumer Insights, 2020. Gen Z Shopping Behaviors, [online] Available at: https://www.google.com/consumerinsights [Accessed 30 November 2024].

McKinsey & Company, 2020. The Value of Brand Activism for Gen Z, [online] Available at: https://www.mckinsey.com [Accessed 30 November 2024].

Mental Health America, 2020. Gen Z and Mental Health, [online] Available at: https://www.mhanational.org [Accessed 30 November 2024].

National Center for Education Statistics, 2022. Gen Z and Higher Education Enrollment, [online] Available at: https://nces.ed.gov [Accessed 30 November 2024].

Pew Research Center, 2021. Gen Z and Social Media Usage, [online] Available at: https://www.pewresearch.org [Accessed 30 November 2024].

UNCTAD, 2020. Gender and Development Report, [online] Available at: https://unctad.org [Accessed 30 November 2024].

WEB Foundation, 2021. Gender and the Digital Divide, [online] Available at: https://webfoundation.org [Accessed 30 November 2024].