Take me to the “nice” church

December 22, 2014

Andrew Hozier-Byrne

When I do my social media courses I do a simple exercise to get the participants thinking about their online etiquette.

I ask them the following question: “What are the characteristics of people that you like doing business with?

I see the puzzled look on their faces with many thinking ..I thought I was here to learn all about social media?

After a while they get into the exercise and I get a list that normally includes characteristics such as honest, reliable, efficient, decisive, knowledgeable, trustworthy, helpful and professional. (I do get a few mentions for ‘people who pay their bills’!)

These are big things but I also get softer characteristics, which are just as important such as passionate, optimistic, humorous and I even get a few saying I like people who are ‘like me‘!

A simple but yet powerful word that wraps a number of these things together is the word ‘Nice‘. In all of those business courses and management books do we ever hear about the magical power of being ‘nice‘ and what it can do for you?

Brendan Canty - Feel Good Lost

I found myself proudly reading an article recently about my son, Brendan Canty (www.feelgoodlost.me) who directed the Hozier ‘Take me to the Church’ video, which has until the moment of writing incredibly received nearly 52 million views on YouTube.

This is one of these miraculous stories where a music video, which was done on a shoestring budget for an up-and-coming hugely talented artist called Hozier went global. The day after the filming Brendan told me that Hozier was playing in the Pavilion in Cork and that I shouldn’t miss it. Pathetically I was too busy and missed a special intimate gig as a tiny crowd were lucky enough to witness a star who was about to be born.

Brendan played me the video in the Fuzion office before it was set live and we all knew it would be special …it was a great song, with a powerful theme all captured brilliantly by Brendan and Conal of Feel Good Lost and featuring a bunch of enthusiastic volunteers.

The video erupted instantaneously online as soon as it was published and in no time it had a lot of tongues wagging and the media caught hold of it. When the Huffington Post featured it you could feel it had the potential to have a huge impact globally. Hozier deservedly won a record contract soon after and has gone onto be a huge success internationally.

You might think that Andrew Hozier-Byrne might forget about the enthusiastic troop who made this video as he laps up his newfound fame but at every opportunity this ‘nice‘ gentleman always mentions the role that Brendan and the guys played in his success.

In Brendan’s interview he was asked about how he got his first breaks in the industry and I was proud to read what he said: “I started reaching out to people online and they started reaching out to me. People are basically nice if you’re nice to them

Nice works online and come to think of it nice works offline as well..

Take me to the “nice” church!  

 

Greg Canty is a partner of Fuzion

Fuzion offer Social Media Consultancy and Training in Dublin and Cork

 

Customers aren’t just for Christmas!

December 22, 2014

Marc Jacobs

It was about this time last year when I embraced the “hint” that was given to me by Dee and I found myself in the handbag section of Brown Thomas looking for a leather hand bag, which was stylish but small and tidy.

In the end I settled for a classy navy blue Marc Jacobs bag … that’s a good brand, isn’t it? The price suggested it was a good brand and surely she would be happy with it. Down through the years I’ve bought a few handbags in BT for Dee ..strangely (I know what you are thinking..) I actually like shopping for handbags! I love the leathers and the colours and the different designs and for the most part you can’t go wrong with a bag as a present…I think?

As usual I scored and on Christmas morning Dee was happy with her gift.

Marc Jacobs was born in New York City on April 9, 1963. After graduating from the High School of Art and Design in 1981 he entered Parson’s School of Design. As a design student at Parson’s, Jacobs was the recipient of some of the schools highest honours including Design Student of the Year. In 1984 he met Robert Duffy who is still his business partner today. These two have been really successful at building this huge brand, which as all of us knows doesn’t happen by accident

At the end of this summer (just 7 months on) the leather edges of the bag started to turn white – the piping on the seams of the bag were not leather but some type of narrow plastic and the covering was wearing away – this didn’t seem very Marc Jacobs so we returned it to the store assured that there would be no issue with a repair or a replacement.

After two months the bag was returned repaired. Dee was upset as it smelt musty so it must have been sitting in a damp repair shop for quite a while and the inner lining that had to be opened up to complete the repair was still torn.

She put up with this, de-fumigated the bag with perfume but within a few weeks you could see that the repair was not going to work as the seams were once again stripping away – back to Brown Thomas!

Brown Thomas

Our interaction with the manager of the store this week was interesting. She studied the handbag carefully. “Do you have a receipt?” It was clear from the repair paperwork that BT had already handled the previous repair. “The manufacturer has a 6 month repair policy, so we can’t really guarantee anything” hmmm.. “we never know how people will wear their handbags” ..in other words if you are the type of person who mistreats a bag then we can’t be responsible. Taking one look at Dee you would know this is a bag that would be looked after carefully.

We politely reminded her that we trust Brown Thomas and the expensive brands they are selling and that there is no way we should accept this level of wear and tear after just a few months. Surely a brand such as Marc Jacobs care about their quality? The manager elaborated “They don’t care! You can give out all you want, kick up a fuss but it won’t make any difference. They are so big and so popular they just don’t care

That is just incredible – we did suggest that maybe Brown Thomas should stop stocking such a brand if that is what their attitude is towards the quality of their products and the customers who put faith in them. Glancing around the store you could see how much space was dedicated to this very popular brand – The Marc Jacobs brand is big business.

We did leave the handbag with the manager and she assured us that she would do everything in her power to get this brand to behave themselves and deal with the issue. I’m pessimistic and my prediction is that this will end up with Dee being handed back a worn out bag, which will never see the light of day.

When you are that popular and selling that much product is it easy to forget about the customer?

When a brand is so powerful do you do everything you can to stock them in your store even if they don’t really care about customers?

When Marc Jacobs and Robert Duffy met 30 years ago and started on their journey I am sure they were passionate about style, quality and their customers? Have they lost control of their brand?

When Hugh Brown and James Thomas started their store in 1848 I am sure the customer come before any of the brands they were stocking?

Maybe something might have changed since then ..

Customer’s aren’t just for Christmas and brands don’t necessarily last forever!

Greg Canty 

Greg Canty is a Partner of Fuzion who offer Marketing, PR and Graphic Design services from our offices in Dublin and Cork, Ireland

 

Branding or just Storytelling?

December 16, 2014

Storytellers

Jeff Bezos, CEO of Amazon perfectly summarised branding when he declared “your brand is what people say about you when you leave the room

So..branding isn’t about logos or tag lines? …it is actually what people say about you.

In that case our job as marketeers is to simply help our clients tell the story of their business, organisation, products and services effectively so that when people talk about these things they say exactly what we want them to say.

In effect we need to be great storytellers, creating memorable content that connects with our target audience in a way that they will remember positively.

Telling memorable stories takes great copy, imagery, logos, tag lines, ideas, PR campaigns, events, sponsorships, initiatives and social media activity.

When we talk to clients about the Fuzion process we try to forget about the industry jargon and instead we talk about stories:

Capture your story

It is vital that your story, the essence of the organisation is captured properly – this is an important and necessary first step. It is damaging to promote your business if this part is not right.

Whenever and wherever anyone comes across your products, services, website, promotional material, vehicles, premises and even the individuals in your team your story must be told in a way that properly reflects what you want.

Finding your story

If I look for the products or services that you offer with the help of Mr Google it is vital that you are found easily and prominently. This is the low hanging fruit!

When we build websites for our clients we make sure the platforms they are built on facilitate good search engine performance and that we include the right ‘copy’ (the keywords customers use when they search for your products or services) so they are found prominently by potential customers.

Telling your story

Every business must promote itself so that people know it exists. This is your advertising, PR campaigns, direct marketing, email marketing, events and sponsorships all designed to tell your target audience that you exist and what you do.

This must be done carefully and consistently so that the right story is always told.

Conversations about your story

We often hear that 80% of business comes from referrals or ‘word of mouth‘.

Surprisingly only a portion of these referrals will be from actual customers. Often these referrals will simply come from people who have ‘heard about you‘ somewhere along the way.

Social media when correctly used is a fantastic way to generate these referrals and get the right word of mouth going through online ‘conversations‘ and interactions.

It is also a great way to communicate the personality and beliefs of the organisation in a way that is often impossible through other communications.

Protecting your story

The last part of the process is only ever called into action when something goes wrong. We help organisations when incidents occur that have the potential of ruining the good ‘story‘ of an organisation.

The larger well prepared organisations will have predicted possible negative scenarios and will have a ‘crisis drill‘ in place to deal with these should they occur. Often you just cannot predict every possible scenario and when the wheels do fall off unexpectedly we will get the call to help when it is really needed.

What’s your story?

Every individual, business and organisation has a story to tell and this ‘story’ process works best when it is carefully executed as part of an integrated plan.

Marketing?…nah, just like the guys around the camp fire we are just storytellers!

Greg Canty 

Greg Canty is a Partner of Fuzion who offer Marketing, PR and Graphic Design services from our offices in Dublin and Cork, Ireland

A tribute to young mothers!

December 10, 2014

Young mother with her baby

Oh no … The woman with the young baby is sitting next to me on the plane!!

My early prayers were that the weirdo in the queue who was intoxicated wouldn’t be next to me …can I take him instead?

I’ve dodged the ‘baby on the plane‘ bullet for long enough and this time it happened and this kid is a live wire. Within the first 30 seconds I am slapped by the little live wire as she jumps and hops and kicks and can’t stay still.

Deirdre gives me some early advice “avoid eye contact with the kid“. She always has something wise to say – I decide to take the advice.

The young mother who seems to be travelling alone is well equipped – her bags with all her necessary baby stuff are put down by her feet, which in a blink chews up all of the leg room in the already squashed Ryanair flight.

To calm the kid down she produces a bottle … That works for about 5 minutes, an IPad works for another 5 minutes and then we enter the ‘danger zone’. The kid is now standing, twisting, jumping and writhing and starting to make noise as she reaches for anything and anyone that grabs her attention.

I can barely move in my seat but the very talented mother can still manage to get things from her bag and put things away and still keep the contorting baby on her lap.

My god…. this is unbelievable… why would she even contemplate such a journey and the little part I’m witnessing no doubt came after struggling with luggage and buggies..why ?

Oh no ..Now comes the sniffing of the bum … please let it be a clean one for everyone’s sake – I was looking forward to a glass of wine and now I’m just praying for no smelly surprises!!

More writhing and wriggling … What happened – we have calm.

The drinks trolley arrives and the poor mother watches enviously as we order a red wine and a prosecco – I feel very guilty and want to ask her does she want a drink … she would probably think that I am a weirdo!

Is she dreaming of a time when life was less complicated? Where is she flying to? Why is she by herself?

We are flying to Wroklaw (up until a month ago I hadn’t heard of it either!) in Poland with friends for the weekend. My guess is she is living in Ireland and visiting home for a while ..maybe?

The kid is acting up again so she is down by my feet scrambling in her bags for the next rabbit … Baby’s bottle!

It’s all calm again. I spoke too soon … the bottle goes flying and hits me on the leg. At this stage I have my red wine firmly gripped to make sure it doesn’t go flying as well.

I’m already dreading the landing as I know it drives the kids ears bonkers, what if the she pukes ..more prayers

I don’t think you should be giving her a banana …I’m now fearing the worst …smelly bum, pukes and tears.

You won’t believe this … I manage to knock over my own red wine on my one pair of jeans …typical !! Sh**, f***, pi**.

My young mother politely reaches into her bag of tricks and comes to my rescue with baby wipes!!

As the plane descends the poor kid starts to cry with the air pressure and her mother holds her and strokes her head until the plane lands..phew!

As I come down the steps of the plane I see this miracle mother struggling with her bags, her buggy and her child before the next leg of her journey.

Mother , I salute you for the fantastic job you do !!

Greg Canty 

Greg Canty is a Partner of Fuzion who offer Marketing, PR and Graphic Design services from our offices in Dublin and Cork

 

Celebrating ‘Real Heroes’

November 30, 2014

Brendan Dempsey - Bia Food

We are really great at celebrating our sporting, musical, artistic, and even our business heroes.

I guess this is easy when they do big things like win important matches, break world records, win gold medals, score big goals, win fights, appear in blockbusting movies, have hit albums, open new companies, win big contracts and create lots of jobs.

We need these heroes as they inspire us and they should be celebrated.

Last week I was really thrilled to see a ‘real hero’ being acknowledged and celebrated.

I first met Brendan Dempsey about two months ago after we had volunteered to do some pro bono work for the Bia Food Initiative, which is an incredible operation designed to take ‘surplus food’ in our retail system and to preserve and maximise the use of this for needy causes.

This food, which would otherwise end up being dumped is being preserved for great use through clever logistics, huge determination and an abundance of goodwill.

Brendan Dempsey, a well know volunteer with Saint Vincent de Paul for over 30 years has been operating his own small scale food distribution operation in his famous ‘clapped out refrigerated van‘ for quite a while now. In many ways his ad-hoc food redistribution service was the inspiration and model for the Bia Food Initiative.

When I met Brendan I first noticed the roguish glint in his eye – you got the sense that this very practical and larger than life character doesn’t stand on ceremony and according to himself he wouldn’t be the most popular man around as he “says it the way he sees it“.

After listening to the other members of the fantastic Bia Food team telling us how the whole scheme works, Brendan brought everything to life by sharing some of his real life stories. Apparently over the last few years it is the ‘new poor‘ who have been most affected and most in need of help. These were quite well off people who crashed badly during the recession and as a result were now broke and in many cases without the money to literally put bread on the table.

He shared one story where a child in one of families he delivered food to, tugged at his trouser leg and asked him “will you be my dad?“. I’m sure Brendan has experienced heart tugging moments like this thousands of times in the last 30 years but this didn’t stop the tears coming to his eyes as he shared the story with me.

We were doing the PR and event support around the official opening of the first Bia Food distribution centre in Cork last week (28th Nov, 2014) where we had speeches by various officials and sponsors. Tanaiste Joan Burton was in attendance at this feel-good event to ‘officially’ open the centre, which is the first of three to be opened. In the next two years similar centres will open in Dublin and Galway.

The little curtain that covered the official plaque to mark the occasion, was pulled back and the name of centre was revealed. It carries the name of a ‘real hero’ Brendan Dempsey, the quiet man who was standing to one side as all the speeches were being made. Needless to say this humble man was mortified and shocked as he clearly knew nothing about this honour.

For once it is fantastic to see a real hero honoured.

Are there others just like Brendan who we need to acknowledge?

Greg Canty 

Greg Canty is a Partner of Fuzion who offer strategic advice around (CSR) Corporate Social Responsibility from our offices in Dublin and Cork, Ireland

 

Rocky Balboa and Irish Water

November 23, 2014

Rocky Balboa making a comeback

We were up against the ropes after taking a fierce pummelling.

It felt like there was no mercy as blow after blow landed and we were dizzy, weak and confused, nearly ready to give up and the heavy punches kept landing. Please stop ..

USC tax, narrowing of tax bands, disposable income crumbling, banks seizing up on lending and pressurising without mercy, NAMA just as merciless and then we had the property tax. Our trusted charities seemed to be an incredible gravy train with political appointments and despicable salaries with zero accountability.

Just as a glimmer of sunshine started to appear out through our swollen eyes a Kango hammer was digging outside our doors installing meters to measure how much water we were using so we could be charged at whatever rate they decided – no one knew.

This was very different, this was outside my front door and all of a sudden you touched a raw nerve. The installer cut up the footpath and never repaired it and when we called him he was very very smart saying it was always like that and he could prove it because he had a picture from Google Earth ..I’ll give him Google Earth where the sun doesn’t shine!

If there was a leak they would fix it but after that it was my problem, if we didn’t pay our water would be restricted to a trickle, if we didn’t register there would be fines, no one knew how much the water would cost but we did know there were bonuses for staff (for what?!!), they wanted our PPS numbers and the bunch running the fiasco called Irish Water were made up largely of political and very unsuitable and incompetent appointees.

Blow after blow each punch hammered us.

Rocky

They crunched down hard on that raw nerve without mercy and we could feel that anger rising. Even though we were totally exhausted, beaten to a pulp, eyes nearly shut and ready to fall down an inner strength rose from deep inside us and we managed to stand up and lift our tired arms and throw a punch.

To our surprise it connected …bang.

All of a sudden he was not so solid on his feet and we felt some of his superiority and power draining from him and shifting into our arms and legs… we were not beaten.

We thew another punch and another and each of them landed…bang, smack and he was suddenly reeling, dizzy against the ropes.

Will we show him the same degree of mercy that he showed us? Bang ..didn’t think so.

The government are now reeling after the fiasco of Irish Water, taking blow after blow. The rules of the game are changing by the day; the charges are being reduced, we won’t have to give PPS numbers, no one’s water will be reduced to a trickle and anyone who can’t afford it will not be pursued and then we have the apologies..

“I didn’t mean that” “That was a mistake” “We handled it badly”.

Up against the ropes and waiting for the knockout blow the government is trying everything to escape the wave of punches but they keep coming despite all attempts to call an end to this brutal fight.

When we were up against the ropes there was very little mercy and those painful lessons aren’t easily forgotten. So before you start to recover and find your feet again …BANG.

These water protests won’t stop anytime soon regardless of what changes are made.

The activists know they have the government on the ropes and they won’t let up.

While its easy for us to join in as we have all felt those heavy blows, its really important that we are sure who these activists are and make sure that we don’t get a new fighter in the ring who is bigger, uglier, meaner and even more merciless than the one we feel we are fighting right now.

Is it time to step out of the ring? 

Greg Canty 

Greg Canty is a Partner of Fuzion who offer Marketing, PR and Graphic Design services from our offices in Dublin and Cork

 

The Power of Compliments

November 21, 2014

Compliments

I was checking my emails just now and I came across a fantastic message from a contact I have on LinkedIn, which cheered me up no end.

The very lovely and very generous Valerie (Ryder) O’Hanlon had picked up on the changes I had made to my LinkedIn profile and left me a message that put a huge skip in my step.

Thank You

Not only did she pay me a compliment, which is always great to receive but she also grabbed my attention by being nice, generous and friendly – in a sweep Valerie has moved to the top of my ‘nice people to deal with online‘ league table!

If we ever have a requirement in the HR Consultancy sector we know who to go to.

Paying a compliment is a really easy thing to do but it can also be  incredible powerful.

If you see something you like, think someone has done something worthwhile, noticed they have just got a promotion then take those 30 seconds to say well done!

Try it ..if you have a compliment to give, don’t hold back

Greg Canty is a partner of Fuzion

Fuzion are a Marketing, PR and Graphic Design agency in Ireland with offices in Cork and Dublin

 

 

 

Hiding your story

November 20, 2014

Sharing your story

We were having this big battle with a client about our approach to generating press coverage for her new business.

She has a fabulous new product, with some really unique features, which she has developed herself.

While the product is really good it will compete in a world of so many other products waiting for people to notice it, trust it, buy it, use it and then having the confidence to recommend it to others.

Something that makes this product really credible and special is our clients’ personal story. Her profession for nearly 20 years and the experiences she had in that time all led her to noticing a huge gap in the market and developing a product that would fill this gap perfectly.

When prospective customers consider the product on the shelf it will be considered on its merits as they see it. If they like what they see and are convinced by the features and benefits as conveyed on the packaging they might buy it.

We believe that when prospective customers hear her story (if we ever get the chance to tell it!) and understand the experience and expertise that went behind developing the product we feel they will trust it more making that purchase decision easier.

Our dilemma with our client is that she is insisting that we don’t talk about her. She feels no one will be interested and the product is good enough to stand on it’s own merits. This personal reluctance issue is one we come up against a lot and to maximise your PR you just have to get over it.

I gave her my ‘support beam‘ speech and went to great lengths to stress that we wanted the campaign to be a maximum success and the best way of achieving this was to put our best foot forward, which did most definitely include her personal story.

It’s a battle we haven’t quite given up on yet..

Will telling your story make a difference to your business?

Greg Canty is a partner of Fuzion

Fuzion are a Marketing, PR and Graphic Design agency in Ireland with offices in Cork and Dublin

The “Vote for us” Awards

November 17, 2014

And the winner is

Should you enter your business for an industry award?

I received a “Vote for Us” on-line request by a really nice individual  from an organisation that we deal with regularly.

Their B2B initiative had been submitted for some European award and the mechanic for choosing the winner was the quantity of votes by the public.

A lot of competitions and award initiatives are now being operated in this way. In the last few months alone my email has been clogged with numerous requests to vote for different initiatives on-line.

With this particular initiative there was an extra twist to the voting as you can see explained below:

“Each person can cast ONE VOTE EVERY DAY (one per 24 hours) and it just takes a couple of seconds. We would be very grateful if you could VOTE for our initiative each day and/or on the various devices that you work on i.e. smart phone, PC, iPad, laptop etc. And it is legitimate to vote on each of the different browsers daily too, i.e. google chrome, internet explorer, safari, firefox etc.”

A major step too far – Not only was my vote requested but there was a further request to vote every single day on as many devices and browsers as possible!

With this particular initiative I received a number of emails, a number of times from various individuals in the organisation all asking me to vote.

Jesus …. what is after happening to the business world whereby “awards” are being decided by such meaningless criteria.

In this case the award will ultimately go to the team who have expended the maximum energy in chasing the widest possible network of contacts – I doubt this process has any chance of finding a deserving winner.

The winner will be the organisation that have wasted a fortune of time lobbying for votes as well as the time wasted by those who did the voting.

To make matters worse the winner and the other contestants who took the challenge of winning seriously will have run the danger of damaging their own brand as a result of so much lobbying (and quite frankly annoying people). If they don’t lobby (annoy) they won’t win – simple!

Very few people will take the awards seriously once they realise how the winners were chosen, in particular those who did the voting.

I don’t for one second blame the organisation who contacted me – The fault lies with those running and setting the rules for these competitions.

Anyone who is operating an awards initiative should protect the integrity of the competition ensuring that the awards go to the worthy winners.

Winning an award is great for any organisation and in Fuzion we encourage all of our clients to enter credible competitions, which will demonstrate that they are best in class.

If the winning of an award is meaningless then don’t even bother entering.

Greg Canty is a partner of Fuzion

Fuzion are a Marketing, PR and Design agency in Ireland with offices in Cork and Dublin.

Gender Quotas or real change?

November 17, 2014

Working mother with child on couch

It drives me nuts whenever I hear it mentioned ..

New legislation in Ireland means political parties are required to ensure at least 30 per cent of their candidates in the 2016 General Election are women; any party that fails to reach the target will have its State funding cut by 50 per cent. 

Parties will also be required to have 40 per cent or more female candidates after a further seven years.

My first thought is how is this ‘rigging’ possible in a modern society where we all enjoy equal opportunities and there are no real ‘blocks’ to men or women achieving what they want?

We hear about the ‘old boy’s club‘ in politics – when you probe this it is more about dynasties of political power that will keep me on the outside just as it would any woman that I know. However if I want to run I can just the same as any woman can.

The solution to the “problem” of the numerical gender imbalance is to ‘rig’ the situation by forcing female candidates in and male candidates out until the magic numbers are achieved.

Are you there on merit?  In a rigged situation you will just never know, which for me will do a huge disservice to every woman in politics.

And then we have the boardroom..

The European Commission pushed a proposal forward in November 2012. At its heart lies a requirement for 40% female representation among non-executive directors in publicly listed companies by 2020. 

Once again the solution to the “problem” of the numerical gender imbalance is to ‘rig’ the situation by forcing females in and males out until the magic numbers are achieved.

Are you there on merit?  Again, a huge disservice to every woman in business.

Are we really serious about gender equality?

I believe if we really want to achieve this gender equality then we need to radically alter our social structures and change how we look at the roles of men and women in society.

This starts with the issue of parenthood, which seems to be the key moment that derails careers for many women.

If we are equal there must be no difference between a man and a woman when little Johnny has a fever. It must be as normal for the father to run home to look after him as it is for the mother.

If we are equal there must be no difference between a man and a woman when it comes to leave after a baby is born (other than the natural time a woman needs for physically preparing and recovering from birth).

When an employee announces they are having a baby the scenario and the disruption to the careers of the person and to the workplace should within reason be the same for both the man and the woman.

Father with baby

If this happens employers will be less concerned about disruption due to maternity leave with female team members, which is always a huge challenge for both the woman and the employer with the men blissfully pushing on with their careers uninterrupted.

For example Denmark make some attempt at equality here. Parental leave is a whopping 52 weeks in total with the woman taking 18 weeks, the man 2 weeks and both sharing the remaining 32 weeks as they wish.

Can you imagine a man announcing to his boss that “we are having a baby so I will be taking 6 months paternity leave as my wife has chosen to get back to work as soon as possible“? ….congratulations!

The Huffington Post covered this topic recently: In the Nordic countries they have made it possible for parents to combine work and family, resulting in more women in the workplace, more shared participation in childcare, more equitable distribution of labour at home, better work-life balance for both women and men and, in some cases, a boost to waning fertility rates.

Policies in these countries include mandatory paternal leave in combination with maternity leave, generous, state-mandated parental leave benefits provided by a combination of social insurance funds and employers, tax incentives and post-maternity re-entry programmes. Together, these policies have lowered the opportunity costs of having children and led to relatively higher and rising birth rates, as compared to other ageing, developed economies.

As long as having a baby can disrupt the career and workplace of the woman and have virtually no effect on the man and as long as the woman is always seen as the main child carer then we will always struggle to achieve true equality.

If we are really serious about gender equality we need to fundamentally change how our society operates and forget about unfair, risky and potentially damaging  ‘rigging’ tactics when the dye has already been cast and it is just too late. 

Greg Canty 

Greg Canty is a Partner of Fuzion who offer Marketing, PR and Graphic Design services from our offices in Dublin and Cork

 

 

 

 


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