Olay, a prominent skincare brand, has launched the latest installment of its #STEMTheGap initiative, shining a spotlight on the urgent need for female role models in the field of STEM (Science, Technology, Engineering, and Mathematics) in India. Despite India having the highest number of female STEM graduates globally at 43%, only a mere 14% of them find their way into STEM careers. This drop in participation highlights the existence of gender gaps in education and the workplace that demand immediate attention.
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The Root of the Issue
Deep-seated gender stereotypes linking STEM fields with men often discourage young girls from pursuing STEM subjects. Early exposure to these stereotypes can dissuade them from exploring STEM careers, ultimately leading to a shortage of female representation in these fields. The lack of prominent female role models and mentors further exacerbates this problem, discouraging even those who initially venture into STEM careers.
Olay’s Commitment to Gender Equality
Olay has long been committed to understanding women’s evolving needs through scientific research and development. With a gender-balanced management team and a robust R&D department led by female R&D leader Chandrika Kasturi, Olay actively combats gender bias both within and outside the workplace. Over 50% of Olay’s R&D team consists of female scientists.
Survey Findings
In March 2023, Olay India conducted a survey that revealed the critical role of female role models in encouraging women to pursue STEM careers. According to the survey:
- 81% of respondents dropped out of STEM fields due to the lack of female role models.
- 88% stated that having female role models excelling in the workplace would inspire them to return to STEM careers.
- 91% of respondents emphasized the importance of female role models in maintaining a career in STEM.
Past Initiatives and Achievements
In 2021, Olay launched the #STEMTheGap initiative in India to address the gender gap in STEM. The campaign garnered significant attention, reaching 10 million views and an audience of 80 million, a record for Olay India. Beyond raising awareness, Olay invested in scholarships and learning tools for over 250 underprivileged girls in partnership with LEAD School, resulting in improved STEM scores among scholarship recipients.
New Initiatives
Building on the success of #STEMTheGap, Olay India is launching new initiatives aimed at addressing the lack of female mentors and role models in STEM:
- Powerful Film: Olay has unveiled a thought-provoking digital film in collaboration with acclaimed filmmaker Anand Gandhi. The film highlights India’s history of remarkable women in STEM, paying tribute to luminaries like Dr. Anandibai Joshi, Kamala Sohonie, Dr. Janaki Ammal, and Kalpana Chawla. It underscores the need for more female role models in today’s STEM landscape and addresses societal biases that deter young girls from pursuing STEM careers.
- AI-SHU Virtual Mentor: Olay has introduced a beta version of a web-based virtual chat mentor that offers guidance and information to aspiring young girls interested in STEM. The virtual chat mentor features insights from successful women in various STEM fields in India, providing users with knowledge, resources, and encouragement.
- Mentorship with vLookUp: In partnership with vLookUp, Olay offers a platform connecting female students in higher education with STEM mentors online. Over 300 students have signed up, engaging in four-month mentorship programs facilitated by volunteers from P&G and partner companies.
- STEM Scholarships: Olay continues its collaboration with LEAD to sponsor STEM scholarships for over 250 underprivileged girls. These scholarships empower girls across India by providing financial support for STEM education and career development.
Olay’s Commitment to Change
While STEM job opportunities in India are growing, it remains essential to inspire and support girls in pursuing STEM education for future employment prospects. Olay is dedicated to fostering change and equal opportunities for Indian girls. Since 2021, Olay has sponsored tuition fees, tablets, and data packs for girls across six states. The revamped #STEMTheGap initiative aims to challenge stereotypes and motivate girls to pursue STEM careers, with the film distributed across various platforms.
In the words of Priyali Kamath, Senior Vice President of Skin & Personal Care at Procter & Gamble (P&G), “Through initiatives like #STEMTheGap and our commitment to gender equality, we are working hard to double the number of women in STEM by 2030 and create a more inclusive and equitable future.”
Olay’s mission is to empower the next generation of women in STEM, providing them with the support and guidance needed to break barriers and thrive in STEM fields.
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