More results...

Generic selectors
Exact matches only
Search in title
Search in content
Post Type Selectors

More results...

Generic selectors
Exact matches only
Search in title
Search in content
Post Type Selectors

Where Are the Women?

While many companies are criticized for their portrayal of women in their advertisements and brochures, furniture giant IKEA is being criticized for something else: not portraying enough of them.

Swedish home furnishings giant IKEA is promising to depict more women in its instruction manuals after Norway’s prime minister accused it of showing only men assembling furniture.

 

“IKEA will now review its instructions leaflets to get a more even balance between men and women,” IKEA said in a statement on Thursday. The privately owned group has 208 stores in 32 countries.

 

IKEA said it already used pictures of women in its leaflets alongside men and cartoon figures whose sex is left unclear.

Needless to say, the critics aren’t placated by androgynous cartoon characters. But nice try.

 

While this might be the result of the chauvenistic belief that men are the ones who assemble furniture (while the women patiently stand by, beer in one hand, and freshly baked muffins in the other), the President of Norway has another explanation.

Norwegian Prime Minister Kjell Magne Bondevik earlier criticised IKEA for failing to depict women and linked it to an apparent fear of upsetting some Muslims.

 

“This isn’t good enough,” he was quoted as telling the Norwegian daily Verdens Gang. “It’s important to promote attitudes for sexual equality, not least in Muslim nations.”

And we wouldn’t want to do that.

About the author

Picture of David Lange

David Lange

A law school graduate, David Lange transitioned from work in the oil and hi-tech industries into fulltime Israel advocacy. He is a respected commentator and Middle East analyst who has often been cited by the mainstream media
Picture of David Lange

David Lange

A law school graduate, David Lange transitioned from work in the oil and hi-tech industries into fulltime Israel advocacy. He is a respected commentator and Middle East analyst who has often been cited by the mainstream media
Scroll to Top