Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Women and Men Have Different Values at Work

Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Women and Men Have Different Values at Work

Article excerpt

Women and men have different expectations of work, and different preferences for work environments, finds a study conducted for Lluminari, a health education organization.

Women view work in a more social context than men do; they value their working relationships and strive for good communication. They're far more likely than men to view coworkers as friends, and they're more sensitive to coworkers' behavior toward them, especially in the areas of respect and courtesy.

Men tend to see work as a place to achieve and to prove themselves; they value power, status, and results. They perceive both the work they do and the people they work with in a more general way than women do; if they're dissatisfied with something or someone, they tend to write the job or the person off as "bad," whereas women are more likely to comment on the specific behavior of the person or the specific aspect of the job.

Women are much more sensitive than men are to noise levels and temperature in their workplaces; they're also more likely to describe their workplaces as hectic or fast-paced.

"Male" and "Female" Workplaces

The study authors describe work environments as being either male or female in character. A female-oriented work culture values teamwork, defines success in terms of good working relationships as well as financial profits, and fosters a balance between work and family.

A male-oriented culture values achievement and financial profits, focuses on results, and measures success solely in terms of market share, status, and influence. …

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