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WOW generation taking charge

A new generation of ambitious and career-minded women has been identified in a new study. The WOW (Women Organising the World) generation works hard and plays hard, and has increasingly high expectations for work, relationships and family life. The research, commissioned by Persil and carried out by the London School of Economics, identified high-profile examples such as Birmingham City Football Club chief executive Karren Brady, White Company founder Chrissie Rucker and food writer Tana Ramsay.

Women now make up 46% of the UK workforce but still do the bulk of household chores, according to the research. The typical WOW generation woman is aged 30 to 50 and wants a career as well as to look good and find time to spend with her family. She often gets things done on the go – checking emails while pushing her children on the swings, or taking work calls while out in a restaurant.

Dr Rosalind Gill, a senior lecturer in gender theory at the LSE, said: “This is a growing group, highly symbolically significant, which will become crucially important for the future of British society.”

This was posted in Bdaily's Members' News section by Ruth Mitchell .