Skip to content

11.2020 #3 Women. The pandemic’s hidden victims.

Insight

The pandemic not only puts our lives and health at risk but it also leaves its mark on the fabric of the society – through a changed distribution of responsibilities in the face of danger as well as its effect on the job market.

Women can be considered the hidden victims of the pandemic.

0 %
of Polish women agreed that: ‘The pandemic limited women’s opportunities for personal and professional development.’ This opinion is shared by 38% of men. Women estimate that during the pandemic their household duties increased on average by 38% (and 28% in the case of men).

World

  • In the US ‘as many as two million women consider taking an unpaid leave or giving up their job entirely’’ (McKinsey&Company, Women in the Workplace, May-August 2020).
  • However, only 3% of all people regard women as a group that is most affected by the social/economic effects of the pandemic. This means that the increased household workload remains unnoticed by the public or is not treated as a problem.

Who in particular is affected by the social/economical effects of the pandemic in Poland?

Wider picture

The pandemic altered the challenges that face individual social groups. The amplified responsibilities have, first and foremost, affected females both in their professional as well as family life. The so-called ‘women’s issue’ – not only in relation to the problem of abortion, but also equality – will remain a hot topic.

Pawel

Paweł Ciacek


What does it mean for your business:
  1. Brands reached out to help those in need.
  2. The female target pays a higher price and assumes more responsibilities.
  3. Brands should show more understanding for the more difficult situation of women during the pandemic and look for ways to support them.
  4. Brands need to decide if they prefer to remain neutral or to ‘have their voices heard’ during the post-pandemic discussions.
  5. It is worth having the position on different matters prepared in advance.

ul. Wita Stwosza 36, 02-661 Warszawa

+48 503 009 007‬
kontakt@r-collective.pl

NIP: 5252825470
KRS: 0000844937

© Research Collective 2023.

Anna Ruszkiewicz

Z wykształcenia historyk filozofii, z natury nastawiona na dialog organizatorka. Od przeszło dwóch dekad związana z branżą badawczą, z powołania i z wyboru, zawsze po stronie operacyjnej. Przez wiele lat szefowa działów realizacji badań terenowych, najpierw w Ipsos, potem w Kantar Polska.

Dzięki otwartości na „nowe” i wrodzonemu optymizmowi, wspierała wiele trudnych procesów transformacji wewnętrznych, reorganizowała zespoły, łączyła i dzieliła struktury.

Posiadając bogate doświadczenie w realizacji projektów zawsze znajduje rozwiązanie problemów, często zanim się jeszcze pojawią, chętnie odpowiada na pytania, jak coś zrobić lepiej, szybciej, taniej.
Jej celem i ambicją jest tak organizować pracę, aby wspierać rozwój i kreatywność, a także stwarzać unikalne środowisko, w którym praca jest naturalną przyjemnością.

Maciej Kos

Doctor of economic sciences, a long-standing Senior Client Director in Kantar Polska. Before a head of research teams in IQS and Pentor, where he was the author of the cyclic report called. “Raport piwny/ Beer report”.

He specializes in Brand Strategy, Innovation and Customer Experience studies. In his work for numerous companies from various industries and economy sectors, he helps brands create reality and consumer needs, discover new areas and face challenges.

Krzysztof Jodłowski​

Sociologist, an experienced qualitative researcher. A catalyst for ideas, he has a particular talent for making the respondents open up and for drawing out insights.

He specialises in research focused on the study of attitudes and brand image, ad and concept testing, NPD and shopping mechanisms.

His highly informative workshop projects, whether ethnographic, semiotic or exploratory, contribute to changes in the attitudes of marketers towards their own categories, brands and consumers.

Piotr Łukasiewicz

Doctor of Social Sciences, Brand Planning Director and Senior Consultant in Kantar Polska up to 2020, previously Strategy Director in McCann and one of the pioneers of strategic planning in Polish advertising.

He specialises in brand positioning and communication, aimed at making brands fit and keep up with current social and cultural trends. He has been leading the Trendozbiórproject for the past ten years. He runs strategic workshops and develops workshop methodology. He has worked for the biggest Polish and international brands.

A co-founder of the Brand Strategy School at SAR, he lectured at the University of Warsaw and Collegium Civitas.

He has prepared expert opinions for public institutions, among others, the Adam Mickiewicz Institute and Warsaw City Hall. He is a co-author of Principles for Communicating the Polish Brand adopted by the Council for the Promotion of Poland. He has endeavoured to make a difference as a public official (albeit briefly).

Paweł Ciacek

Sociologist, one of the co-founders of the SMG/KRC Poland Institute, a long-standing Client Service Director in Kantar Polska.

His particular research interests focus on the area of brand strategy and communication. Thanks to his recommendations many Polish and international brands managed to improve their communication.

He co-developed qualitative research methodologies in Kantar Polska (from projection games to ethnographic studies) as well as methods based on non-declarative measurement. 

He takes part in discussions on the condition of the social and market research industry in Poland.

 He readily engages in pro bono activities. He led the formation of Państwomiasto, a city action initiative. He has also cooperated in the creation of campaigns aimed at increasing voter turnout.

He is a co-creator of Trendozbiór, a Kantar product dedicated to the analysis of trends and consumer behaviour.

This website uses cookies to ensure user quality security.

ACCEPT
DISCARD