How not to get more women to work
In communities where women face resistance to work, direct campaigns by employers to drive female employment may not be the best strategy, finds new study
In Indian society, women face many challenges when seeking work such as safety or lack of childcare. But often the biggest obstacle can come from their own family who do not approve of women working. One way to address this is for employers to try and convince communities about the importance of female employment. But so deep-rooted are social norms and beliefs that even these campaigns promoting female employment may not yield the desired results, suggests a new study by Joshua Dean and Seema Jayachandran featured in the online journal Ideas for India.
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