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More Moms

Award: Future Impact Pencil

Future Impact Pencil / Future / Initiative / Equality and Diversity / 2019

While motherhood is often framed as a “personal choice”, 80% of college educated women in the United States will have children. Most industries will lose 3 out of 10 women to motherhood. Advertising will lose 6. At leading agencies, the figure is closer to 8 or 9.

It’s not that talented, diverse women leave demanding jobs when they have kids. It’s that the agency operating system fails at twice the rate of other corporate jobs at retaining women through the caregiving years.

What if we thought of female talent loss through motherhood as a design challenge? How might we use design thinking to identify solutions to make advertising work for more women?

MORE MOMS combines qualitative insights, quantitative data and customer experience design to improve the user experience of moms in advertising.

By retaining more moms, we believe we’ll solve the main driver of gender inequality in our industry—and we might just make agencies better for everyone.

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