Berlin Cameron, Kantar and The Female Quotient Release Study to Find the Opportunity Within Perceived Motherhood Penalty
Berlin Cameron with Presenting Sponsor, Citi, Hosts “Reframing Motherhood”
NEW YORK, May 13, 2019 (GLOBE NEWSWIRE) -- Today, Berlin Cameron, Kantar and The Female Quotient unveiled a study that unearths the truth behind the notion that working mothers encounter disadvantages in pay, perceived competence and benefits compared to childless female employees.
The study found that behind the motherhood penalty lies an opportunity, and that parental skills such as empathy, multitasking, flexibility, understanding, time management, communication skills and staying calm under pressure all contribute to greater success in the workplace.
Jennifer DaSilva, President of Berlin Cameron said, “This study reframes the tough realities of motherhood, and women trying to do it all. By accepting ourselves when we fall short of perfection, we have the ability to flip the motherhood penalty into an opportunity to excel in life and work.”
The study, which surveyed over 1000 respondents in the U.S., found that parenthood has made mothers and fathers more empathetic, improved their ability to more purposely use their time and also be respectful of others’ time. In fact, 75% of mothers think parenthood has made them better leaders.
From my own experience as a mother, I have gained new perspectives on how to communicate, listen and bring out the best in people,” stated Jennifer Carrea, CEO of Kantar’s Profiles Division in the Americas. “Embracing one’s role as a parent can help refine and develop the skills that most of use each and every day in the workplace.”
The study also found that non-parents who have bosses who are parents believe that their bosses are generally better at multitasking, being empathetic to others, being respectful of other people’s time and making time to connect with their family and co-workers. Non-parents who worked for a boss before and after they had a child believe their boss’s most changed qualities after becoming a parent were being time-efficient, flexible and responsive.
“Caregivers are still predominantly women, and we’re losing our best leaders to caregiving,” says Shelley Zalis, CEO, The Female Quotient. “The workplace today needs leaders with traits traditionally associated with caregiving—such as empathy, nurturing and collaboration—now more than ever. When we support mothers in the workplace and normalize caregiving for fathers as well, we all win.”
In conjunction with the study, Berlin Cameron is hosting “Reframing Motherhood” with presenting sponsor, Citi. Taking place the day after Mother’s Day, Monday, May 13, the event will aim to strip away the perception of what it means to be a “perfect parent” and celebrate working mothers in an authentic way.
Attendees will hear from female leaders including Randi Zuckerberg, Founder & CEO, Zuckerberg Media; Jennifer Breithaupt, Global Consumer Chief Marketing Officer, Citi; Jennifer Carrea, CEO Profiles Division - Americas, Kantar; and Camille Hackney, Chief Partnerships Officer, Atlantic Records.
Attendees will also have the pleasure of hearing insightful panels, stories from mothers, a performance from Brynn Elliott dedicated to her mom, and treat themselves to massages, styling, shopping, tea time and much more.
About Berlin Cameron
New York-based Berlin Cameron is a strategic and creative lead agency that is well known for accelerating the growth of iconic and challenger brands by building their cultural relevance. Owned by WPP, Berlin Cameron has the agility of a small boutique agency with access to the global scale of the much larger WPP. For more information visit http://www.berlincameron.com/ and Twitter, Facebook, and LinkedIn.
About The Female Quotient
The mission of The Female Quotient is to advance gender equality in the workplace. Founded by Shelley Zalis, The Female Quotient provides companies and business leaders with research, tools and experiences to promote equality, including the Modern Guide to Equality, a living, breathing playbook for activating change. The Female Quotient also presents The FQ Lounge, a growing community of corporate women and female entrepreneurs transforming workplace culture and a destination at conferences, companies and college campuses where women connect, collaborate and activate change together. Since launching in 2015, The Female Quotient has hosted more than 200 experiences at dozens of high-profile events, including the World Economic Forum (Davos), SXSW, the Consumer Electronics Show (CES), Advertising Week and more. For more information, visit www.TheFemaleQuotient.com.
Kantar is the world’s leading data, insights and consulting company. We understand more about how people think, feel, shop, share, vote and view than anyone else. Combining our expertise in human understanding with advanced technologies, Kantar’s 30,000 people help the world’s leading organizations succeed and grow.