Understanding and changing attitudes to gender equality

The Need

The Government Equalities Office (GEO) commissioned Opinium to gauge the understanding of, and sentiment towards, the Gender Pay Gap (GPG) to inform their channel planning and message development. Initial insight gathered by the GEO suggested that while employees and the general public had a good awareness of the gender pay gap, their understanding of the detail and what it means in practice was limited.

Our Approach

The Government Equalities Office (GEO) commissioned Opinium to gauge the understanding of, and sentiment towards, the Gender Pay Gap (GPG) to inform their channel planning and message development. Initial insight gathered by the GEO suggested that while employees and the general public had a good awareness of the GPG, their understanding of the detail and what it means in practice was limited.

The Outcome

The findings were used by the GEO to inform the development of their marketing strategy and communications development and to create a benchmark for future messaging to be assessed against in terms of its ability to drive both understanding and action – from how to have conversations with employers to where to find information on the GPG.

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