In order to understand how women began to successfully win a place in a new territory for themselves, it is necessary to turn to the history of the emergence of this sphere in modern Russia, as well as to examples of real women who turned their hobby into their main job. Nonna Materkova, founder of the Creative Practices Foundation, explains how gender ceased to play a role in business.
Is creativity a feminine trait?
It is generally believed that women are more creative and creative than men - but all scientific studies refute this. For creativity, as we know, the left hemisphere of the brain is responsible, for rationality - the right. This is to generalize. But, according to some studies, the hemispheres of both sexes are equally developed, and the prefrontal cortex - the part of the brain associated with decision-making - is even larger in women.
And those who wish to establish themselves in the stereotype of women's creativity note a glaring injustice: they say, in business, almost all men, and women prefer more "stable" professions. It was once true, but the world is changing. In addition, do not forget that several decades ago, the unequal distribution of gender roles in business was due to many social and historical factors.
From stalls to legal creative endeavors
Business in modern Russia appeared in the 90s. It was then that in a country that ceased to be part of the Union, private property arose. But its appearance was accompanied by constant criminality - even a stall in the market was considered a business.
Naturally, in those days, women for the most part tried not to get involved in such risky things for life, remaining "keepers of the hearth" who only sometimes come into contact with this dangerous area (for example, they trade in a stall bought by their husbands). And only in their free time did they have the opportunity to do what they liked - for example, knit a scarf and mittens for children.
Why has everything changed now? Firstly, business has ceased to be such a dangerous area, and having your own business is no longer identical to the criminal past or present. It follows from this that women have received the same rights in business as men - they no longer need to remain a stronghold of stability in the family, where tomorrow the family business may be taken away, and the businessman-husband may not return home at all.
Secondly, creative industries have begun to develop in Russia. From now on, it is not at all necessary to go into trade or industry in order to have at least some chance of making a profit. This means that all people - both women and men - can make money from their intellectual property. That is, on what they love and know how to do.
How the concept of "men's business" disappeared, and women began to engage in interesting work, and not "normal"
Creative industries are all kinds of craft industries, hospitality, fashion, art, gastronomy, and so on. In the modern world, such projects have the highest growth rates and provide a huge contribution to the development of the global economy. Simultaneously with the emergence of creative industries, representatives of the fair half of humanity have more opportunities for self-realization, and business has ceased to be a male prerogative. For example, now a woman does not have to combine her hobby with a "normal" job in order to have the means to live. She can sell the results of her creativity, receiving a good income for it (and, most importantly, pleasure).
There are many similar examples. A girl named Lera Petunina lives in Novosibirsk, who made a business out of her hobby for embroidery. To this day, her work is bought all over the world. In Kazan, the beautiful Ramilya Karamullina once could not find natural Sanskrin. This led her to quit a senior financial position and launch her own organic cosmetics brand.
Another illustrative example of the ratio of “male” and “female” in business is the Verkshtat workshop from Ufa. It was opened by Azat Suleimanov and Elina Musalova. This tandem demonstrates an excellent separation of duties. Azat is responsible for creativity, ideas and their implementation, while Elina is in charge of financial and organizational issues (everything that until recently was considered “male” responsibilities).
Elina Musalova and Azat Suleimanov in the workshop "Verkshtat"
At the Russian Investment Forum in Sochi, the moderator of the women's panel, Tina Kandelaki, said that in Russian IT companies there are more women in top management positions in Russia than in the United States. Gradually, women not only won an equal position with men in the economy, but to this day continue to expand their zone of influence, including at the expense of the traditionally "male" territory.
Gender boundaries are blurring, men and women get along quietly in the territory of the creative industries. Now no one is surprised when a furniture workshop is in the hands of a woman, and a man has his own fashion brand. Richard Florida, speaking of the creative class, singled out three Ts - talent, technology and tolerance. The latter at the same time includes tolerance to religion, gender differences, and the choice of partners.
Six months ago, we launched an online platform with free educational courses for those wishing to do creative business in Russia. Despite the fact that the directions can also be conditionally divided into female and male, everything was mixed in the Oblonskys' house. We noticed that girls are often eager to take courses in carpentry and furniture, and young people who are now opening their own establishments became the finalists of the course on coffee houses.
In general, the gender ratio of the audience of the courses, that is, those wishing to open their own business in Russia, is approximately 50/50. And, judging by the activity in social networks, then even 60/40 in favor of women. And this indicator was led by creative industries that opened the way to business for everyone, regardless of gender.
So we can say with confidence that the gender issue in business is still present, but not as acute as ten, and even more so twenty years ago. Gender no longer determines who should do what, and that's fine. Because a chair made by a woman won't be any different from a chair made by a man. And we finally began to understand this.
Photo: Getty Images, Instagram
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