A Female Future?
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Not quite gender studies. JWT, the advertising agency conducted a large survey of male and female gender perceptions about sex roles, the future and how each perceives marketing to each sex.
Marian Salzman, a JWT VP and the author of The Future of Men provided the analysis:
Might the 21st century belong more to women than to men?
Americans are somewhat split on the notion, with a mean response of 3.0(1). The fact that only 28% overall actually disagree with this statement indicates a real openness to the idea that women could potentially dominate the coming century. On the other hand, in response to another statement, fully 46% of Americans (highest percentage of the four markets) disagreed there will be a time in the future when men will be the “weaker” sex, while only 22% agreed.
Study from JWT Worldwide Reveals Cross-Gender Desire to Reconsider the Roles of Modern Man and Woman