Pink Attitude Evolution

Published purpose

This 28-month project will support a feminist response and recovery from the current impacts of COVID-19, through systemic change. The project aims to identify and measure barriers negatively impacting the economic security and prosperity of South Asian women. The results will be disseminated via a multi-city (virtual and in-person) roadshow with expert panelists to encourage South Asian women in leadership and decision-making positions. The goal of the roadshow will focus on addressing the top barriers in securing meaningful employment commensurate with the education and professional experience of these women. At the end of the project, the organization will have contributed to addressing systemic barriers by advancing inclusive policies and practices; encouraging more equitable and effective sharing of resources; increasing networks and collaboration to accelerate systemic change; supporting positive distribution of authority, voices, and decision-making power; and addressing persistent harmful gender norms and attitudes. Pink Attitude will achieve this by: 1) identifying and measuring the barriers faced by South Asian women using a mass survey and interviews; 2) disseminating a report focused on addressing the barriers and engaging the South Asian community through an action plan; 3) launching 1-3 pilot projects in the top identified sectors with partners to address systemic barriers experienced by participants; and 4) conducting an evaluation to measure changes with respondents in the pilot projects with a focus on improving the high unemployment rates among South Asian women and to ensure the dissemination of results. The organization will work with a wide network of partners, which include private and corporate, not-for-profit and education sectors, to impact South Asian females from graduation through to retirement.