With people spending considerably more time at home, inequalities in the amount of unpaid labor done by men and women are becoming increasingly apparent. Research has illustrated this discrepancy, noting that working mothers do more housework and childcare than working fathers.

Gen Z women in the Middle East face a unique set of social and cultural challenges as they transition from adolescence to young adulthood. Yet as digital natives, they’re exposed to the same influences and issues as their peers elsewhere. So, how can global brands connect with this audience?

Women often shy away from highlighting their achievements and value at work. But considering they’re positively impacted by another woman’s success, how can brands, platforms, and an inclusive approach help women get comfortable sharing their success and inspire them to claim their worth?

Emotional labor in the workplace is counterproductive, taxing, and detracts from the work that adds real value to businesses. Unfortunately, it also disproportionately affects women, who often end up assuming a caretaker role even at work, further hindering their ability to move up the ladder.