TFC - Women 2020 - How women’s actions and expectations are changing the future

"Women represent just under half the global
population and are the fastest growing group
of consumers worldwide. Yet analyses of their
role in society are often one-dimensional and
linear. Usually, the examination focuses on how
social and economic conditions exert changes
on women’s roles and identities.
This paper inverts that perspective by exploring
how women act as catalysts for fundamental
changes, which are shaping not just their own
world, but everybody’s world.
We show that understanding women is

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