A DESIGNER’S TOOLKIT for GENDER AND URBAN MILLENNIALS IN THE PHILIPPINES
Investing in Women (IW) commissioned YouGov to conduct an online Social Norms, Attitudes and Practices (SNAP) 2020 Survey with 6,000 urban, millennial men and women across Indonesia, the Philippines and Vietnam in May 2020. The report, Gender Equality Matters 2020: Social Norms, Attitudes and Practices (SNAP) of urban millennials in Indonesia, the Philippines and Vietnam, summarises regression and segmentation analyses across the three countries; compares common data points across SNAP 2018 and SNAP 2020; and identifies some impacts of COVID-19 on millennials’ experience with changes in income earning and housework patterns.
To complement the aforementioned report, Designer Toolkits for each of the three countries were created. This toolkit focuses on country specific analysis in the Philippines.
Segment profiles in toolkit are arranged in order of millennial men and women that hold the most traditional through to most progressive gender norms. Segment names characterise the ideology of each group in a cross-country comparison of the attitudinal mean for each norm.
This toolkit provides users with:
- A summary of the segmentation analysis findings from urban millennials in the Philippines
- Detailed profiles of key segments of urban millennials in the Philippines that practitioners working on shifting gender norms will be able to run their campaign and activity ideas through, keeping in mind the attitudes, social expectations and behaviours prevalent in each segment
- A list of suggested areas for further exploration to better understand and work with Filipino and Filipna urban millennials on positively shifting gender norms.
Key Segmentation Insights
- Across segments, men tend to have more unequal attitudes on family income and job segregation relative to childcare and leadership. Comparatively, women have more equal attitudes on family income, and the more progressive segments have strong attitudes about equality in leadership. Higher education increases equal attitudes on caregiving and family income for both genders.
- Across all segments and genders, at least 50% actually share childcare equally or intend to do so with future partners, including 60% among “Neutral” men (one of the more traditional male segments with a high concentration of fathers).
- The two more progressive female segments have a relatively high proportion of single mothers, compared to the more traditional segment that has more married or partnered mothers.
- Aside from marital and parental status, other differentiators between segments include employment status, age, and religion. Nonreligious men are linked to more progressive leadership behaviour in the Philippines generally, and non-religious women have more equal attitudes on leadership. Positive deviance in the “Neutral, leaning progressive” male segment indicates that Catholic men have more equal attitudes on leadership than followers of other faiths, though this finding does not hold for Filipino men as a whole.
- There is a significant linkage between parental modelling and caregiving behaviours for women and breadwinning and leadership behaviours for men (with a father heavily involved in caregiving being the deciding factor).
- KEY INSIGHTS – PHILIPPINES
- GENDER ATTITUDES AND BEHAVIOURS AT HOME
- PERSONAL ATTITUDES AND BEHAVIOURS ACROSS NORMS
- A SEGMENTATION OF THE PHILIPPINES’ URBAN MILLENNIAL MEN
- A SEGMENTATION OF THE PHILIPPINES’ URBAN MILLENNIAL WOMEN
- FURTHER EXPLORATION
You may also download a copy of the report, Gender Equality Matters 2020: Social Norms, Attitudes and Practices (SNAP) of urban millennials in Indonesia, the Philippines and Vietnam, and Detailed Annexes from the Knowledge Hub.