The Workforce Rupture Is Here: Where Employers and Funders Must Focus Now
Workforce disruption isn't coming. It's already here.
Taking India鈥檚 growth story to the next level may well hinge on one critical lever: unlocking the full potential of its women. Increasing women鈥檚 labor force participation in India can catalyze an economic boom鈥攁ccording to one projection, achieving gender parity in the workforce could add to its GDP. For a better sense of what鈥檚 on the line, consider this: India needs to bring an women into the workforce to hit its economic goals for 2047. Achieving this would mean nearly doubling the women鈥檚 labor force participation rate (WLFPR) to , thereby contributing to the economy. As the nation aims for an ambitious economy, boosting women鈥檚 workforce participation is imperative.
But the ripple effects don鈥檛 stop at the GDP. When women work, it sets off a chain reaction of positive social outcomes. According to the ILO, women鈥檚 work may be the in developing economies. Higher WLFPR and greater earnings can also spur , including for girls, as women are more likely than men to invest a large proportion of their income in the education of their children. Moreover, as women work and gain financial independence, they marry later, having the spillover effect of for their younger sisters.
The Invisible Barrier: Societal Norms and Mindsets
Despite the clear benefits, societal mindsets continue to block women鈥檚 workforce participation. Unfortunately, 84% of working-age urban Indian women from low-income households need a family member鈥檚 permission to work. One in four key decision-makers in households outright believe that women should not work at all, and an overwhelming majority鈥72%鈥攐f the rest believe that women should only work from home or engage in a small business, in order to devote more time to household work. These beliefs create a rigid, invisible barrier, tethering women to the home.
At the root of the problem is a deeply ingrained belief that caregiving and household responsibilities are exclusively women鈥檚 work. A high 69% of key decision-makers in households firmly believe that the main role of a woman is to take care of the home and children. According to the National Statistical Office鈥檚 2019 , 81% of women (including girls older than 6 years) in India spend time on unpaid domestic services for household members, as opposed to only 26% of men. Globally, women do more unpaid work than men, but in India, this figure jumps to .
But gender-biased attitudes and norms aren鈥檛 only limited to women鈥檚 role at home. Even when vocational training is provided to women, it reinforces gender stereotypes and limits women鈥檚 opportunities. While more than 30% of women have had some level of vocational training, 85% of trained women have received training in gendered topics like sewing and beauty or make-up services.
The Power of Public Service Campaigns to Drive Change
Mindsets don鈥檛 change overnight, but public service campaigns in India and other countries have had success in driving desired changes in societal attitudes and public behavior. India has a strong history of behavior change campaigns. The Swachh Bharat Abhiyan has raised public consciousness of sanitation and cleanliness as a point of national pride, while the Beti Bachao, Beti Padhao campaign has sparked a dialogue on gender equity and the importance of educating girls.
In similar vein, other countries too have run impactful public service campaigns. For example, the EU鈥檚 campaign challenged restrictive gender roles by featuring 鈥榰ncommon鈥, 鈥榰nexpected鈥, and 鈥榮urprising鈥 depictions of men and women鈥攕uch as a woman firefighter, a woman president honoring a high-ranking military woman, a father styling his daughter鈥檚 hair, and a man knitting in a public bus. Meanwhile, the campaign in the Nordic region encouraged fathers to promote equal parenting by inspiring one another. By showcasing positive examples of active fatherhood, it emphasized that fathers can and should participate equally in childcare and household responsibilities.
The Way Forward
Drawing inspiration from these impactful initiatives, public service messages that challenge and dismantle regressive mindsets about women鈥檚 role in society can strengthen ongoing gender equity efforts in India.
To break the perception that caregiving and domestic work are the responsibility of women alone, multimedia public service campaigns can emphasize that these are shared responsibilities of spouses. Showcasing men engaged in activities like cooking, cleaning, and taking care of children and elderly in the house can help shift deeply ingrained social norms.
Public service campaigns can also promote women鈥檚 economic empowerment by highlighting women in the workforce. Building on ongoing women-centric campaigns, for example those promoting nurturing and education of girls, these initiatives can include a focus on making women self-reliant and financially independent. These campaigns can portray women thriving in the workforce, including in unconventional and diverse roles like delivery agents, plumbers, or field salespersons, challenging vocational stereotypes.
Collaboration across sectors will be key in designing and implementing such campaigns for maximum impact. The public and private sectors, civil society organizations, non-governmental organizations, and professional associations working towards women empowerment can all contribute, each bringing unique strengths to this effort. The private sector, with its marketing muscle and storytelling expertise, can provide invaluable support to government-led campaigns, embedding these themes into mainstream advertising and brand messaging. Companies can also leverage their corporate social responsibility funds to contribute to these campaigns. Civil society organizations and non-profits can ensure these messages reach the communities where they are most needed.
Ultimately, the goal isn鈥檛 just to have more women in the workforce鈥攊t鈥檚 to create a society where the idea of limiting anyone鈥檚 potential based on gender becomes unthinkable. It鈥檚 time to break the chain of regressive mindsets and let women lead India into its next chapter of growth and progress.
