In a pioneering seminar on gender and education and occupation, Julie Coates has found that the approach to gender in this country is all wrong.
Julie says that we are delivering the wrong messages to females, and the wrong messages-- or no messages- - to males, in trying to create more gender diversity in occupations.
For young women, Coates says, we are using messages that appeal to young men to try to attract young women- - and that just isn't working.
Women are motivated by making a difference, having a sense of mission, doing something for people- - all people oriented motivations. And most messages and ads directed towards females convey images and messages that resonate with males, but de-motivate females.
PHOTO: Barbara Nicol of the Ohio Board of Regents, said after LERN's pioneering seminar on gender, "It was awesome. Let's do business again."
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