Briefing paper 2021 - the largest global study to understand, measure and increase
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the largest global study
to understand, measure and increase
Briefing paper 2021
+ ERANOS
Table of contents
Women’s confidence is American confidence���������������24
relational and a collective Australian confidence��������������25
matter����������������������������������������������� 6
British confidence���������������������26
Methodology������������������������������� 10
Chinese confidence������������������27
Confidence is the awareness
that exists between the self French confidence��������������������28
and your actions������������������������ 14 German confidence������������������29
Linking numbers to feelings�22 Hong Kong confidence���������� 30
Japanese confidence����������������31
Korean confidence��������������������32
Mexican confidence������������������33
Russian confidence������������������ 34
What drives and compromises
confidence globally������������������36
IT Cosmetics commissioned Eranos led this survey. Since To all the people who have
this survey. Since launch 2005, our strategic consulting contributed to this mission
in 2008, IT Cosmetics has firm has been committed in one way or another, to
been committed to helping to reconciling companies all the women who have
women around the world and societies. We bridge opened their homes to us
look beautiful and feel self- humanities and businesses and shared their stories, to
confident. Through this study to help global corporations all the academic experts
and a corresponding brand fulfill their mission of who shared their work and
campaign, IT Cosmetics actors of civilization. research with us, to all the
is asserting itself as a great witnesses who shared
cultural actor and agent of their experiences with us, we
positive societal change. would like to say: thank you.
Authors: Morgane Beyrend, Julia Colussi-Corte, Camille Jacquey, Salomé
Kennedy. Mission Manager: Emma Monsaingeon. Under the direction of: Michaël
V. Dandrieux, Ph.D. & Anthony Mahé, Ph.D. Illustrations: Florence Bieth, Marion
Thomas-Mauro. Photos: Eranos. See the full-length White Paper for full credits.
Why does women’s confidence matter? Because the more confident a woman is, the easier it is for her to act. Confidence empowers women to talk, write, raise their hands, raise their fists, get into politics or start a business. A lack of confidence can just as easily prevent women from thriving on a personal level as it can inhibit them from contributing to their communities in a meaningful way. And that’s a problem for everyone, because when women thrive, societies prosper. This briefing paper is the short version of a much richer White Paper. We would like to provide extensive data to world actors of civil society, as well as public and private sectors in order to reach businesses, organizations, academics, committed feminists and all curious readers who want to increase women’s confidence. We wish to help them skip the trial and error process, and immediately address what drives confidence, what compromises it and where it’s most needed.
“It’s only when people are self confident of their own identity that they can be accepting of others. But people have become so entrenched in their tribal thinking. In America, it’s America first. How do we break away from this tribalism? How do we change people’s mindset from tribalism to universalism? Because only then we will have a peaceful world.” Ani Zonneveld, Los Angeles, USA
Global
insights
Confidence is Your confidence
relational, you comes from 14
can’t increase it different sources
on your own Confidence is not binary, the world is
not made of people who are confident
Contrary to popular belief, confidence
and people who aren’t. Confidence
is not a personal matter or an individual
stems from 14 different sources, with
possession. It’s something that you
each a different role to play in helping
receive, give and grow with others. There
you navigate the everyday world.
is strength in joining forces: increasing
confidence is something collective. Ì "14 sources of confidence!" p.16
Ì "Women’s confidence is relational and a
collective matter" p.6
Global women’s The roads to
confidence is confidence are
rather low pretty much the
Few women around the world actually same everywhere
feel extremely confident. The confidence
Women around the world build their
that we often wish for, is really nothing
confidence in very similar ways. In spite
more than an ideal. There is rarely
of culture, life experience and personality
any truth to the fact that others are
some confidence sources are more
exceedingly more confident than we are.
sought out than others. This is because
Ì "Linking numbers to feelings" p.22 confidence always serves the same
purpose: facilitating social-assimilation.
Ì "What drives and compromises
confidence globally" p.36Women’s confidence
is relational and a
collective matter
If this 3year long study teaches us one thing, it’s that contrary to
popular belief, women’s confidence is not a personal matter. The
study’s results led us to formulate a sociological position: confidence
is relational and a collective issue. This is why we decided that the
study’s goal was to better understand confidence in order to act on it.
T here is an undeniable difference
between female and male
experiences with confidence1.
Since 2010, International Women’s
rights Day is celebrated annually
throughout the world. What do
Ongoing political, economic, these social phenomena tell us
social and technological changes about women’s confidence?
in our contemporary societies
have reshaped the roles played Women often face obstacles when
by women, as well as the trying to achieve their personal and
Why confidence? conditions of their existences. professional goals. While society
is more inclined to let women
Women often face Many events in the last decade rise to higher ranks in theory,
have shed light on women’s many conscious and unconscious
obstacles when trying to
experiences confidence. In 2019, practices in the workplace and
achieve their goals, Germany declared Women’s in daily life continue to favor
Day a national holiday in order their discrimination. Wage gaps,
which invite them to
to let women protest violence maternity leave, access to education,
question the validity and champion equality. In 2018, infantilization, unequal chore
the French movement “Nous distribution and sexual objectification
of their requests and
toutes” organized a protest are only some of the obstacles that
feasibility of their against conjugal violence and prohibit women from breaking the
murders of women. In 2018, the glass ceiling. The common barriers
dreams.
Women’s March celebrated its that women face often invite them
first anniversary in more than to question the validity of their
30 countries (including Australia, requests and feasibility of their
France, Great Britain, Mexico, United dreams. These self-assessments
States of America). Since launching are not without consequence on
in 2016, The Wing (a female-focused women’s sense of confidence, as
and co-working space collective) their everyday experiences influence
has continued to grow dramatically. their perception of themselves.
1Please note that our subject is self-confidence,
even when we use women’s confidence, we
talk about self-confidence, and never about
confidence in other persons, things, neither trust.
6 • WOCO“Others’ opinions are very important to
Korean people. How others think about
them, how others look at them. But
these days one’s own value, one’s own
personality are being considered as
important too. I think society has been
changing.”
김현 (Kim Hyun), Seoul, Korea
A relational and collective matter • 7“When I started having short hair, someone said, ‘You should have long hair’, then I asked myself, ‘Should I have longer hair? For what? I should be myself. I trust myself.’ I am confident enough to say ‘No, I love my hair.’” Maiko, Tokyo, Japan
Our position: life, the laws and rules of the the variety of confidence-
society we live in, its collective contributing-experiences
confidence narratives and myths. available to women.
is an issue to
Understanding confidence We were able to illustrate these
be improved as a collective phenomenon impacts through the confidence
collectively also implies the way we act in index we developed, as well
order to increase confidence. as through the testimony
Confidence is not only Empowerment grows of the 11,176 women we
individual, it is a collective through collective actions. solicited. The WOCO scores
phenomenon and it is helped us understand the
built collectively. workings of their personal
In a time when we are mostly Our goal is to confidence, as well as that
and primarily defined by our understand, of their gender, within their
individuality, confidence country of residence.
measure, and
appears, in the first place, as As a consequence, confidence
an individual quality. It is a increase women’s
will vary depending on
personality trait, experienced confidence on a women’s ability to balance
differently by each and every global scale. collective standards, personal
one of us. We thought we values and aspirations.
could “have” it, “own” it, The Women’s Confidence
“grow” it by ourselves. index (WOCO) measures what ...In order to act
matters: it tells us not only on confidence.
On the contrary, the Women’s how confident women are,
Confidence study makes it but also what compromises Through our index, we wanted
clear that confidence is mostly their confidence and what to shed light on levers of
a collective phenomenon. drives it. Its goal is to identify action to increase women’s
Confidence is entangled levers of action to increase confidence on both a macro
in our interactions with women’s confidence. and micro level. Indeed, we
others. The way we speak, are able to identify entry
act, interact and build our Understanding & points to act on women’s living
relationships all ultimately Measuring confidence… environments by concentrating
shape our confidence. It on the experiences that inhibits
must be shared, inspired Because confidence is a
their confidence. We hope to
and cultivated with others. multifaceted phenomenon,
inspire a network of actions
we felt the need to break down
that support the development
Confidence-building the complexity of women’s
of women’s confidence.
is a process linked to confidence into different
socialization, as well as the sources of confidence.
influence of an environment Each source is like a bit of
(relationships, material experience, a feeling you’d
Understanding confidence
environment, culture, lifestyle) have in everyday life. Mostly,
on a person’s existence. sources of confidence would We thought we could
Consequently, confidence come combined; you’d draw
should be understood as a from two or three at the same have confidence, own it,
phenomenon that is both time. The different sources grow it by ourselves,
social and individual. of experiences don’t have the
same impact on every woman’s when in fact it must be
We draw our confidence from confidence. Some of them shared, inspired and
many different sources: our drive women’s confidence,
personal history, our daily some of them compromise grown with others.
it. By identifying those
sources, we intend to render
A relational and collective matter • 9Methodology
We have attempted to grasp the multifaceted phenomenon of
confidence by examining the fields of philosophy, sociology,
psychology, psychoanalysis and practical psychology. We
identified 14 different sources of confidence, led qualitative
interviews, and launched a quantitative survey in 11 countries.
B ased on a preliminary study,
we identified not one but 14
sources at play in the building of
The WOCO index makes it
possible to circumscribe women’s
confidence to sources, places and
confidence. After testing these age groups on a global scale. While
sources, we needed to adapt them for some components of confidence
local variations, and measure how are international, others may be
each one would drive or compromise dependent on their country of origin,
the building of confidence. culture and individual experiences.
A confidence Cultural differences:
Index: drivers and incorporating
compromisers women’s realities
around the world Our database consists of qualitative
To measure the role of each source of and quantitative data. We conducted
confidence, Eranos decided to live interviews with 176 women and
build a confidence index. This gathered the results of 11,000 online
Classifying confidence confidence index is designed surveys completed by American,
to inform three variables: French, German, Mexican, British,
If some components Chinese, Hong Kong regional1,
the source of confidence, the
of self-confidence are intensity level of confidence Japanese, Korean, Russian and
experience, and the region Australian women. We defined
international, others one score per country, to draw a
where those experiences
can depend on their occurred. At the end of the comparison between women’s
day, this index enables us to confidence experiences in countries
country of origin, with vastly different cultures.
answer 3 key questions: how
their culture and their self-confident are the women With no less than 11,176 data
living in the same country? points around the globe, this is the
individual experiences.
What drives and compromises widest-ranging report of its kind.
their confidence? Where would
an action be most impactful? With
these inquiries, our mission is to
better identify and understand the
drivers of confidence everywhere.
1Our study’s specific approach to confidence
led us to differentiate the Hong Kong special
administrative region from China in the analysis of
both our field investigations and our quantitative
surveys.
10 • WOCOWe investigated confidence Debiasing confidence
in 11 countries and retrieved In order to get the
sentiments from… fullest picture of a
complex cultural
55-69 years old 24%
phenomena, we
45-54 years old 21%
mixed qualitative and
35-44 years old 20%
quantitative data, and
25-34 years old 22%
asked local experts
18-24 years old 13%
11,176
to help us navigate
that complexity.
WOMEN TOTAL
11,000
ONLINE-SURVEY
176
IN-PERSON
RESPONDENTS RESPONDENTS
We mobilized teams in 11
Our team sent out an online survey
countries and interviewed 176
to 1000 women in each country to
women on the meaning of self-
measure individual and national
confidence. To assure viewpoint
levels of self-confidence. The
diversity we chose to interview
respondents were of various cities,
women from both larger and
ages (18-69) and social-economic
smaller cities in each country.
backgrounds.
152 24
EXPERTS
INTERVIEWEES In addition to our female panel we
Panelists (of various age, retrieved expert testimony from
origins, backgrounds, and women we considered to be wellversed
professions) shared their on the subject of self-confidence.
understanding of their own Within our expert group we made a
4
sense of self-confidence. These distinction between Academic experts
women helped us calibrate our and great witnesses.
TYPES surveys to regional specifics and
decipher our quantitative data
Ì "Expert Sources" p.122 in the White
Paper
OF DATA accordingly.
POINTS
Ì "Methods paper" p.158
in the White Paper
12
ACADEMIC
12
GREAT
EXPERTS WITNESSES
Academic experts are women Great witnesses are women
who directly or indirectly whose professional or personal
study/publish women’s self- achievements can be attributed to
confidence. They were able the expression of a great deal of
to provide us with reference confidence in the face of adversity
material and scientific and institutionalized misogyny.
perspective. These women provided us with data
on the mechanics of confidence in
high stress/intense situations.
Methodology • 11Women’s
confidence
in a few © Vemaps.com
numbers
Overviewing confidence
An overview of
experiences
67%
of British women think that
they would not find a better
64%
of German women, or more
than 2 out of 3 German women,
job if they were to lose the one believe that the people they
that influence they already have. Contrary meet are not kind to them
to common belief that finding and will not tell them the
women’s confidence a job is easier in a liberal truth. Meanwhile, 43% of them
around the world. culture, it reflects the fact say that they cannot count
that 1 out of 5 British women on their intuition to figure
live below the poverty line. out people’s intentions.
Ì "British confidence" p.26 Ì "German confidence" p.29
© Vemaps.com
© Vemaps.com
© Vemaps.com
62%
of Mexican women consider
themselves to be resilient, as
56%
of French women still do not
believe that their actual job
66%
of American women, or 2 out
of 3 American women, do not
they don’t get discouraged even is their vocation. In a society feel like they have a lucky star
when they experience injustice. where intellectual abilities and watching over them when they
As many Mexican women diplomas are highly valued, have an important decision
take part in female networks finding the right job is so to make. This number is very
and support groups, they important that it can create high considering that 56%
may find the strength to fight a deceptive counter-effect. of American women consider
back by gathering together. When they find an actual job, religious practice to be
women do not feel like it is important in their daily lives.
Ì "Mexican confidence" p.33
the right one either because
Ì "American confidence" p.24
it is not as fulfilling as it could
be or because it doesn’t
reflect their hard work.
Ì "French confidence" p.28
12 • WOCO© Vemaps.com © Vemaps.com
© Vemaps.com
28%
of Australian women, or almost
1 out of 3 Australian women,
62%
of Hong Kong women, or nearly
2 out of 3 women, say that they
35%
of Chinese women, or more
than 1 out of 3 Chinese women,
affirm that in a professional would hesitate to break the believe they are viewed as
context they have special rules even if they deemed them strange in their everyday lives.
skills as women, which give unwarranted. Respecting the This underlines how the cultural
them an advantage over men. rules is still a strong cultural and community standards are
This echoes the idea that standard and contesting them so strong that they make it hard
womanhood gives them an edge openly is not welcomed. for you to be yourself, even
over their male counterparts. when you conform to them.
Ì "Hong Kong confidence" p.30
Ì "Australian confidence" p.25 Ì "Chinese confidence" p.27
© Vemaps.com
© Vemaps.com
40% 71% 34%
© Vemaps.com
of Korean women tend to of Russian women, or almost of Japanese women, or more
think that when people try to 3 out of 4 Russian women, than 1 out of 3 Japanese
discourage them, it makes them believe that in a professional women, think that all bad
want to succeed even more. This context they know how to things happen for a reason,
number is very high compared behave suitably in order to and we have to accept that,
to other countries because be well perceived by their even if it is hard. Indeed,
validation and support is often colleagues and superiors. contrary to Europe, Australia
highly valued in Korean cultures. In Russia, knowing the rules and the USA, the ability to
is a way to master them accept fate is valued in Japan.
Ì "Korean confidence" p.32
and give you confidence.
Ì "Japanese confidence" p.31
Ì "Russian confidence" p.34
Methodology • 13Confidence is the awareness
that exists between the
self and your actions
What does self-confidence mean? It’s the merger of two components: that of
the self and that of confidence. Self-confidence = confidence + self.
W e questioned these
notions using four
main sources: philosophy,
Self
“Self ” is a blurry concept
Self-confidence is an
“expectation of expectations”:
when you have it, it feels like
sociology, anthropology, and behind which we can find many you know what the world
psychology. Through the different ways to qualify our expects from you—and
synthesis of these disciplines, personal experiences. The self your next move becomes
we isolated the theoretical is at the same time personal and obvious! This entails that
frameworks of self-confidence. social. The self is inconceivable one’s conception of self is
without society, and society not endangered by one’s
is inconceivable without the social experiences.
Confidence self. This means two things:
first, that the self cannot be Self-confident people have the
The term “confidence” defined without others (we ability to take a step back, as
is derived from the latin see ourselves through others’ there lies a relative continuity
“confidere” (con- “with” + eyes); second, that our self is between what society requires
fīdō “trust”), which literally shaped by our environment of them and their ability to meet
means “with faith’, “to trust” (symbols, language, political those demands. Through their
or “to confide”. At the heart of and social norms etc.). What way of being, they can reduce
confidence, there is a strong does it mean to be me? If we the uncertainty of the world
dynamic, a relationship or display a series of masks to they live in allowing themselves
exchange symbolized by others, there is no “true self ” to act rather than react3.
the act of trusting another behind the roles we perform2.
person or a thing. In a nutshell, Self-confidence
is the awareness that exists
Thus, confidence designates, between the self and your
first and foremost, a form Self-confidence actions. The more confident
of social interaction or an Self-confidence is confidence you are, the easier it is to act.
exchange rite. The immaterial applied to self, meaning that it
object that is “trust” can be expresses one’s ability to trust
placed in a group of individuals, in oneself and act accordingly Ì "Self-Confidence" p.29 in
a company or an institution within the bounds of society.
the White Paper
(“i trust them”), but it can
also be given to oneself, a
god, a person, a product
or a technical device1. Simmel, Olivetti Dictionary
2 Sources: G. Simmel, J.L. Borges, D.
Hume, P. Ricoeur, J-P. Sartre, C. Leguil, J. 3 Sources: F. Fanget, E. Erikson, G.
1 Sources: A. Giddens, N. Luhman, G. Lacan, E. Goffman Durand, S. de Beauvoir, J. Butler
14 • WOCO“Every single time I initiated something new, that made me feel stronger and it made me know more who I am. So like in a way building, a mix out of building and finding out who I am.” Debbie, Munich, Germany
14 sources of
confidence! Confidence can not
be defined by one
thing, it stems from
14 different sources.
The way we draw
on them depends
on our personalities,
the hour of the day,
the stage our lives
are in... These 14
sources of confidence
range in kind, from
the most exterior to
the most interior.Sources of
Mythical
confidence are
the most exterior
kind. Greater
and remote ideas
inspire us.
womanhood Spirituality
Sources of
Normative Utopias Transgression
confidence come
from society.
Understanding
our cultural
environment Support-system
makes it easier to
act in it.
Resemblance appearance
resilience Sources
of Interior
intuition intellect confidence
are embeded
within us. They
are familiar and
make us feel
comfortable.
improving vocation
routine certainties
Sources of
Established
confidence are at the
core of what we do.
They allow us to trust
that there's a floor
under our feet.
There is a space between our will to
act and the actual action. We navigate
this space everyday, even in small things
like riding a bike or jumping a step. So
we draw from 14 different sources of
confidence to shorten that space, and
make it easier to act.The 4 sources of
Mythical confidence
The mythical register of confidence refers to all the
myths, representations and collective narratives
that people use to guide their actions.
A person draws self confidence from mythical sources
when they are inspired or when they find legitimacy
in heroes (fictional or real), ideals and/or faith.
Utopias Transgression
Form of confidence drawn Form of confidence
from a capacity to have a drawn from a form of
positive outlook on life or transgression, a hijacking
idealize it, even in dire straits of established standards
“I draw confidence “I draw confidence
from the fact that if
Womanhood from the fact that
I lost my job, I am Form of confidence drawn I do what I want
from a subconscious
convinced that I will reference to an archetype even if it contradicts Spirituality
find a better one.” or a collective image standards and
Form of confidence drawn
creates chaos.”
“I draw confidence from the certainty of being
protected or guided by a
from my ability metaphysical presence (God,
to challenge destiny, a lucky star…)
expectations others “I draw confidence
can impose on my from my natal chart
femininity .” when I pass exams.”
18 • WOCOThe 3 sources
of Normative Resemblance
confidence
Form of confidence
drawn from subconscious
integration of standards,
values and society’s
coercitive power over
individual actions
The normative register refers to all norms
or rules (whether implicit or explicit) that an “I draw confidence
individual acknowledges and feels protected by. from the knowledge
that my behavior
A person draws confidence from normative will not be seen
sources when they find comfort in the as crazy when I walk
fact that they are doing things the “right” Support-system around town.”
way (respecting the status quo). Form of confidence drawn
from others’ validation,
approval and encouragement
“I draw confidence
from the fact that
my manager values
and endorses my
actions when I take
initiative at work.”
Appearance
Form of confidence
drawn from embracing
standardized tangible signs
of differentiation, such as
clothing or makeup choices.
“I draw confidence
from my knowledge
of the proper dress-
codes for each
situation, it helps me
to feel and appear
like I belong.”
14 sources of confidence • 19The 5 sources
of Interior
confidence
The interior register refers to all the aspects of
one's past, baggage, beliefs, and convictions
that legitimize their identity and give
them purpose in a social environment.
A person draws confidence from the interior
register when their actions or aspirations find
meaning within their personal journeys.
Vocation
Form of confidence drawn
from feeling certainty in
one’s path or ability. Being
where one needs to be
“I draw confidence
from my ability to
rise to the occasion
when I’m told
to reconsider or
rewrite an idea
at my job.”
Resilience Intellect
Form of confidence drawn
Form of confidence from certainty in one’s
drawn from a capacity of intellectual background:
Improving resilience, and acceptance
of one’s destiny
culture, knowledge,
expertise, diplomas
Form of confidence drawn
from the tension between
“I draw confidence “I draw confidence
guilt or shame, and a from my belief from the fact that
necessity to take action
in destiny, even I know my subject
“I draw confidence when something material. This
from the permanent bad happens to makes me feel
fight between my me, because I legitimate when I
desire to get on stage, know it doesn’t Intuition speak in public.”
and my fear of being depend on me.” Form of confidence drawn
from a experiential certainty
paralyzed by stress.” and one’s intuitive ability
“I draw confidence
from my instinct
to be able to
make important
decisions.”
20 • WOCOThe 2 sources
of Established
confidence
The established register refers to all
stable elements of one’s life, those they Certainties
believe will not and cannot change. Form of confidence drawn
from a subconscious
A person draws confidence from the integration of the
existence of my material
established register when they’re reassured environment and operational
by the routine they are following. motor functions
Routine “I draw confidence
from my ability to
Form of confidence
drawn from habits, adapt my route when
integrated common there’s a table in the
sense and everyday life
middle of the room.”
“I draw confidence
from the fact that
nothing has ever
happened to me,
because that makes
me feel secure.”
14 sources of confidence • 21Linking numbers
to feelings
T he scores showcased on
the map represent the
average confidence scores of
the 11,000 women (1,000/
country) who answered our
online survey in each region.
Based on the distribution of
global averages, we can say that
a confidence score between 0
and 3.9 is considered extremely
low, a confidence score between
4 and 5.9 is considered low, a
confidence score between 6
and 7.9 is considered moderate
and a confidence score between
8 and 10 is considered high.
The average scores attributed
to Korean, Hongkongese,
6.7
Chinese, Russian, Japanese,
American, Mexican, French,
British, German and Australian
women on the map indicate USA
that globally, women’s sense of
confidence is rather moderate.
Extremely low and low
Moderate
confidence level
7.7
MX
confidence level global global average:
average: 66,14% 31,44%
24.4%
22.0%
7.7
20.1% 6.7 6.8 6.6 6.8 6.7
13.1%
11.3% High
confidence
level global
average:
3,43%
4.7%
3.4%
1.2%
0.3% 0.4%
[0-1] [1-2] [2-3] [3-4] [4-5] [5-6] [6-6,9] [7-8] [8-8,9] [9-10]
West East North South USA MX
22 • WOCOMeasuring confidence
Since 6/10 is considered a
low score, globally,
women's sense of
confidence is rather
moderate.
6.6
6.1
GB
6.5
RU
DE
4.9JP
6.1 7.1
FR CN
5.7KR
5.9
HK
7.1
6.5 6.6
6.1 6.1 6.2 6.3
5.7 5.9 5.9
4.9
6.3
AU
FR GB DE EU JP KR HK CN ASIA AU RU
Local Results • 23© Vemaps.com
American confidence
While confidence in the USA is often considered to be a personal and individual matter, women
find that receiving support and recognition from others helps to make them feel more confident.
7.4 ROUTINE
UTOPIAS
RESILIENCE
6.1
5.9
6.7 US
7.3 SUPPORT-SYSTEM
7.1 INTUITION
What compromises What drives American
American confidence confidence
UTOPIAS • Dealing with dystopian ROUTINE • Believing in the power
beliefs. The majority of American of local regency. Because they
women find themselves disengaged focus on their own separate realities,
and afflicted by a fear of “acts of individuals struggle to find common
God” that make them doubtful about what ground in a greater good. Indeed, legitimacy
lies ahead. Nonetheless, the security that given to the independence of the different states
stems from a sense of community encourages mirrors individuals’ belief in the validity of
projection and optimism in women. Latinas their local community’s experience. Moreover,
and African Americans perhaps best attachment to surroundings and habits conveys a
exemplify this statistic, as they achieve top profoundly American confidence in
ranking scores in utopian confidence. known situations and experiences.
RESILIENCE • Experiencing SUPPORT-SYSTEM • Seeking
discouragement & failure validation from others.
refusal. In a society where victory Seeking external validation, even
is worshiped, and exceeding though it may be contrary to
one’s own limitations is viewed individualistic values, leads some American
as equally important, all forms of regret or women to voluntarily modify their social
discouragement become irrelevant. Everyone circle to obtain the approval they seek.
is responsible for their own failures and must
find ways to avoid them at any cost. The INTUITION • Thriving from an
cult of meritocracy and equal opportunity instinct-survivalist culture.
that has nourished the “American Dream” Across the USA, an imbalance of
isn’t compatible with the idea of destiny. access to information and technology
has raised a society that has survived by relying
primarily on their instinct. Those privileged
enough to exist within safer environments
have developed more trusting behaviours.
Today, the heirs of this intuitive mindset
have formed their own distinctive opinions,
ultimately making for a more divided society.
24 • WOCO© Vemaps.com
Australian confidence
Australian women believe that whatever issue you’re dealing with, you can
benefit from the help of others. The mateship ideal, a legacy inherited from
the first settlers, is a major value of Australian women’s confidence.
7.2 ROUTINE
RESILIENCE
UTOPIAS
5.5
5.6
6.3 AU
6.7 INTUITION
6.7 SUPPORT-SYSTEM
What compromises What drives
Australian confidence Australian confidence
RESILIENCE • Never sit back. ROUTINE • Life experiences as a
Australian women’s ability to accept strength. Routine is a strong source
their fate is hindered by their strong of confidence for Australian women,
sense of unfairness, coupled with mostly because they feel that they
the inability to accept failure. They prefer to are able to demonstrate good judgement in their
react to bad things, rather than accept fate. everyday life. This ability can be based on life
experiences; the older you become, the more
UTOPIAS • Being an unfailing self- self-confident in your judgement you are.
made woman. In a society where
everyone is responsible for their own INTUITION • Cautiousness inherited
achievements, Australian women from pioneer spirit. Australian
feel that they must avoid failure at any cost, even intuition can be interpreted
if it means not trying. The myth of the self-made as “cautious”; if they feel that
man leaves little compassion for those who fail. something is going to turn wrong, it will
often deter them from going on. It can also
be interpreted as a “pioneer intuition”, or a
reaction to the hostility of their
country and its isolation.
SUPPORT-SYSTEM • The mateship
ideal. The ideal value of
“mateship” - a notion coming
from the first settlers - is based
on the belief that any situation should be able
to be sorted out thanks to the help of others.
In a society where individualistic values are
prevalent, mateship strengthens confidence.
Local Results • 25© Vemaps.com
British confidence
Influenced by a liberal and cosmopolitan culture, British women believe that diversity is a
source of strength; however, their economic instability makes it difficult to envision the future.
7.0 ROUTINE
RESILIENCE
UTOPIAS
5.4
5.3
6.1 GB
6.7 SUPPORT-SYSTEM
6.5 INTUITION
What compromises British What drives
confidence British confidence
UTOPIAS • When tomorrow ROUTINE • Finding strength in
rhymes with uncertainty. everyday life. When you grow up in
When one British woman out cosmopolitan societies, intercultural
of five lives under the poverty relations are part of your day-to-day
line, envisioning a bright future might prove life. Common sense, practical intelligence and
difficult. Indeed, the possibility of poverty respect are needed to forge social bonds between
in post-industrial economies contributes people of other backgrounds,
to women’s uncertainties and makes them cultures, ideas and life choices.
doubtful about their ability to face challenges.
SUPPORT-SYSTEM • Getting support
RESILIENCE • Keep control over from micro-communities. In
your future. Resilient confidence a liberal country where working
relies on the ability to accept future communities are characterized
uncertainties. This is precisely what by changes and instability, getting support
Great Britain decided not to do. By being the first or validation from your closest relatives and
country to exit the EU, Great Britain is playing its being part of a micro-community is a strong
last hand to take back control over its destiny. way to enhance your confidence. Family
is an important structure that may help to
provide validation for your choices and paths.
British women have high expectations tied
to receiving support from their relatives.
INTUITION • Improving your self-
made mind. In traditional
protestant cultures, salvation
mostly depends on the individual,
which favours the myth of the self-made,
self-examined mind. For the responsive and
proactive woman, intuition may be a good ally.
This chain of consequences and its pragmatic
orientations brings to light why British women
count on their intuition to build confidence.
26 • WOCO© Vemaps.com
Chinese confidence
Chinese women feel torn between traditional cultural values and
their desire to thrive independently and be themselves.
RESILIENCE
RESEMBLANCE
6.2
6.1
7.1 CN
7.3 IMPROVING
What compromises What drives
Chinese confidence Chinese confidence
RESEMBLANCE • Existing in IMPROVING • Best by comparison.
a community. Although From childhood to adulthood,
individualism has grown stronger comparisons are highly valued and
over generations, social relations play a crucial part in confidence
continue to be ruled by communal standards. building. Women struggle to be themselves,
Parents' influence over their children’s choices when they have to be better than others and
in life is criticized, but remains very powerful. can’t be too different from others. When
To accept oneself means to accept one’s family. they succeed, they feel self-confident, but
Women are torn between two roles to play: the it also makes them feel highly pressured.
good wife-mother, discreet, beautiful and strong,
and the successful, independent working woman.
RESILIENCE • Facing destiny in
the biggest country in the
world. The will to choose one’s
path often faces social barriers and
creates a feeling of inescapable destiny. At the
same time, the Chinese society is undergoing
so many changes that it creates feelings of
unpredictability. Both feelings shape women’s
confidence. In the biggest country in the world,
resilience can be a question of survival.
Local Results • 27© Vemaps.com French confidence
Influenced by strong feminist figures, French women are perceived as free-minded, self-assured
and at ease when speaking publicly. But it turns out that they feel doubtful about their life path.
6.8 SUPPORT-SYSTEM
VOCATION 5.3
UTOPIAS 3.3
6.1 FR
6.6 CERTAINTIES
6.6 INTUITION
What compromises What drives
French confidence French confidence
UTOPIAS • Today is better than SUPPORT-SYSTEM • Demanding
tomorrow. Utopias rely on grand recognition. Family, friends and
myths, such as progress: tomorrow will peers can play an immense part
always be better than today. This myth in confidence building. In France,
is balanced by an urge to live in the moment, the need for approval and recognition from
as it is becoming more and more difficult to be others is particularly high in work situations.
able to look to the future in a country where the However, it is a need for gratitude rather
economic situation is not bright and a world than a need for validation. Nonetheless,
where natural resources are not limitless. the more qualified you are, the less you
will feel the need for others’ approval.
VOCATION • Get lost to find yourself.
Feeling that you have a vocation CERTAINTIES • Finding stability in
implies that your intimate voice bodily experiences. As France
is stronger than the surrounding was the pioneer country in child
noises. But for French women, who are exposed psychology studies in the 60’s,
to daily contradictory injunctions and role motor and intellectual skills became a crucial
models, all coming from multiple sources, part of children’s education and development.
finding your own path can be difficult. Consciousness is both psychological and
linked to bodily experiences. It is the core of
individual identity. This is why it is an important
source of French women’s confidence.
INTUITION • Experiencing
spontaneity. Intuition doesn’t
need to be proven right. It is
proof by itself. But this ability
to understand oneself is grounded in past
experiences. The French women who value
their experiences, are quick to follow their
spontaneous instincts before making a decision.
28 • WOCOGerman confidence
In Germany, women oscillate between strong-willed behaviour
and doubt of both the short and long-term future.
7.2 SUPPORT-SYSTEM
RESILIENCE
UTOPIAS
5.7
5.5
6.5 DE
7.0 ROUTINE
6.8 INTUITION
What compromises What drives
German confidence German confidence
UTOPIAS • What about tomorrow. SUPPORT-SYSTEM • Becoming the
German women are characterized One. German women seek
by their social agility, i.e. their validation for their efforts at
ability to change easily, which irreproachability - though they may
may be seen as a strength. But adaptability seek more internal validation than external.
can make it more difficult to envision the This would explain their desire to depend less
future clearly and give you peace of mind. on people in order to feel self-confident.
RESILIENCE • Feeling in control ROUTINE • Being strong every
to escape destiny. The lack of day. German women often
resilient confidence is a consequence demonstrate a mindset of
of the will to control their lives, strong confidence, especially at
and a capacity to deal with failure. Rationality work. Their disciplined actions give them a
and desire to be in control are still important, disciplined mindset. This protestant way of
even though German women tend to lose thinking allows German women to trust in their
confidence in grand myths driven by rationality. common sense and practical intelligence.
INTUITION • Intuition as a
philosophical inheritance.
German women’s intuition is
tempered by their intellect, where
they find arguments to justify their life choices.
We need to remember that “Intuitionism”,
a way of thinking based on subjectivity, is a
theory developed by German philosophers.
Local Results • 29© Vemaps.com
Hong Kong confidence
Women in Hong Kong experience confidence building as an internal fight. This fight represents
the difficult path between respecting the rules of society and forging one’s destiny.
6.5 SUPPORT-SYSTEM
CERTAINTIES 5.4
TRANSGRESSION 5.0
5.9 HK
6.2 ROUTINE
6.1 IMPROVING
What compromises Hong What drives Hong
Kong confidence Kong confidence
TRANSGRESSION • Passive- SUPPORT-SYSTEM • Seeking Expertise.
aggressiveness. Hong Kong Still concerned with others’ approval,
citizens have no problem voicing Hong Kong women minimize their
their political views and ideals, scrutiny by leaving only parts of
though this transgressive trait does not extend to their lives up for debate. It is not uncommon for
every aspect of their lives. In fact, while women them to seek professional advice or tutoring tips.
of Hong Kong sometimes go against the grain, It is much less likely that they will discuss their
it’s only rarely voiced out loud. personal friendships, marriages or finances.
CERTAINTIES • Burns Out. In Hong IMPROVING • Aiming higher and
Kong, physical self-awareness is never settling. In Hong Kong,
highly impaired by fatigue and competition is an important
stress. While this isn’t uncommon in large cities, component of success, whether
the commonly prescribed remedies are ignored this means getting into the right school,
because of a strong female avoidance of doctors the right college, finding the right job, or
due to consultation waits and high medical rates. overcoming financial trouble. The relentless
competition between citizens pushes
women to constantly strive for loftier goals
in order to maintain their place in society.
ROUTINE • Being over-prepared.
As a major part of housework
weighs on women’s shoulders,
handling demanding jobs,
housework and raising children can prove
difficult. Many women hire maids to manage
their domestic responsibilities which allows
them to focus guilt-free on their other work.
30 • WOCOJapanese confidence
© Vemaps.com
Japanese women’s ability to keep face can make them appear cold or distant. However, this
is done in an effort to establish homogeneity, as showing confidence is not valued in Japan.
5.4 IMPROVING
UTOPIAS 4.4 4.9 JP
5.2 RESILIENCE
5.3 ROUTINE
What compromises What drives Japanese
Japanese confidence confidence
UTOPIAS • Traditions vs Personal IMPROVING • Keeping face.
ambition. Japanese women tend Although they are significantly
to abide by traditions and social more independent today than in
standards and disapprove of previous years, keeping face is still
complaining. While this does enable them to an integral part of womanhood. These seemingly
find acceptance in dire situations, it can also constraining standards are more protective
prevent them from imagining and striving for and empowering than one would think. While
greater possibilities. This ultimately inhibits others perceive you to be complacent, you
the confidence and creativity they would obtain are free to be and think whatever you want.
by dreaming or imagining a different world.
RESILIENCE • Seeking advice from
Shintoite and Buddhist culture.
As Japanese culture encompasses
many teachings of both Shintoite
and Buddhist beliefs, many women have strong
attachment to the idea of destiny as something
you accept. Instead of having regrets, they
often prefer to seek advice from a “spiritual”
type guide or fortune teller—helping them
understand where life might lead them.
ROUTINE • Finding balance in
organization. As many Japanese
women hold part-time jobs in order
to support their families, they lead
very organized lives. Every little detail needs
to be planned down to the minute, so that
women can be consistent and present for their
husband, children, bosses, friends and families.
This system allows them to be sufficient, but
also provides them with a sense of security.
Local Results • 31© Vemaps.com
Korean confidence
Amidst an ever-changing and competitive society, Korean women feel the need to be
supported and surrounded by their loved ones who give them a sense of stability.
6.2 SUPPORT-SYSTEM
CERTAINTIES
RESILIENCE
5.0
5.2
5.7 KR
6.1 IMPROVING
6.0 ROUTINE
What compromises What drives
Korean confidence Korean confidence
RESILIENCE • Being responsible SUPPORT-SYSTEM • Being backed
today and tomorrow. In a up. Validation, approbation
success-oriented society, failure is and encouragement from
particularly difficult to admit. As an others is apparent in daily
individual, you feel responsible for not achieving interactions, as Korean language is
your goals in both your professional and personal extremely hierarchic. Appearances matter
life. This difficulty is further compounded a lot. Women frequently emphasize how it
as the current future feels more uncertain matters to them that their parents—mothers
than during the years of economic growth. especially—be supportive of their choices.
CERTAINTIES • Dealing with an IMPROVING • Losing face and
adverse reality together. finding it again. The ability
The “we” is more common in to fight back is highly valued in
Korea than the “I”. “I” will be a society where losing face is
employed only to differentiate oneself from the probably the biggest confidence compromiser.
group. Because ever-changing reality can be The capacity to challenge social norms
threatening, it is important to stick together. can be externalized, or on the contrary
internalized for the sake of appearances.
ROUTINE • Cultivating daily
wisdom. In Korea, habits, common
sense and everyday life provide
a feeling of stability that strongly
correlates with the support received from
family and loved ones. You draw confidence
from the people you know you can trust.
“To believe” and “to trust” are generally
translated as the same word in Korean.
32 • WOCO© Vemaps.com
Mexican confidence
Raised in a country where feminicidios are numerous, Mexican women nonetheless feel very
self-confident. They find strength in their education and the support of their loved ones.
8.5 INTELLECT
RESILIENCE 6.6 7.7 MX
8.4 SUPPORT-SYSTEM
8.2 ROUTINE
What compromises What drives
Mexican confidence Mexican confidence
RESILIENCE • Accepting one’s INTELLECT • Being educated and
fate. While Mexican women’s skilled to face everyday life.
resilient confidence is not that Being educated and skilled is very
low, it ranks lower than many important to Mexican women
others. It is particularly low for younger women who feel like it’s an advantage in their daily life
and women without children or alone with a (especially older women, who place it above 9
child. It might be due to the social pressure on a ten point scale). They never doubt their
experienced by young Mexican women, who skills and intellectual abilities. In a country
are pressured to get married and start a family. where 57% of a generation never
graduates high school, being
educated makes a difference.
SUPPORT-SYSTEM • Being valued
and supported by others. It is
important for Mexican women to
be complimented and feel external
validation. The more surrounded they are
by their loved ones, the better they feel. This
plays a huge part in confidence building.
ROUTINE • Finding strength in
your well-known environment.
Demonstrating good judgement
in their daily decisions is not only
important for Mexican women, it is also a
survival strategy. It helps them in scenarios when
they feel threatened, like walking alone by night.
Local Results • 33© Vemaps.com
Russian confidence
Emancipated by work and economic prosperity, Russian women feel that they
are experiencing political changes in their very core. Nonetheless, everyday
life, and traditional family ties offer them a feeling of stability.
CERTAINTIES
RESILIENCE
5.7
5.8
6.6 RU
7.6
7.3
SUPPORT-SYSTEM
ROUTINE
What compromises What drives
Russian confidence Russian confidence
RESILIENCE • Pattern-driven SUPPORT-SYSTEM • Feeling strong
behavior. Because past and blood-ties. In every family across
present Russian institutions are the world there are ups and downs,
rather procedural, citizens often moments of disagreements, tensions,
know or are told, by a teacher, a superior or an and feelings of distance. In Russia, the bonds
administrator, the proper steps to follow in most that link family members are especially strong
situations. As these patterns make it hard to fail, as family was a significant pillar of the soviet
this can be reassuring. Nonetheless, cultural ideology. Because these values transcended
automatism leaves little room for Russian the era, Russian women draw confidence
women to envision the many possibilities from the fact that they can count on the
and outcomes of difficult situations. support of their families even in dire times.
CERTAINTIES • Trusting stability. ROUTINE • Clinging to slavic lore.
In an era of prosperity, recent Despite being some of the most
historical events remain vivid in emancipated women in history,
Russian people’s minds. Many Russian women remain very
women clearly remember transitioning from traditional. Traditions provide a sense of stability
very government-organized lives, to a new world and reassurance. Women draw their confidence
in which their economy and political systems from habits, integrated common sense and
underwent drastic transformations. In the midst everyday life. This is why Russian folklore and
of these unstable circumstances, women’s faith history remain crucial in order to understand
in the future of their country was shaken. the inhabitants’ cultural and social habits.
34 • WOCO“Self confidence is a process. It’s not something that you’re born with, of course. But if you are born to a family where everybody tells you that you are smart and beautiful and all sorts of things, then I think that you can be confident from the very beginning.” Lilit, Moscow, Russia
What drives and
compromises
confidence globally
On a global scale, the construction
of women’s confidence is driven by 6
sources (Support-systems, Routine,
Certainties, Intuition, Resemblance
and Improving) that allow women to
facilitate their social integration. Yet, it
is compromised by 5 sources (Utopias,
Womanhood, Resilience, Vocation and
Transgression) which are less useful
skills for social integration. What drives
and compromises confidence globally
is a thirst for social integration.
Analyzing the mechanisms of women’s confidence has allowed us
to better understand the system on which it is founded. Confidence
sources are developed in different capacities, according to the functions
they must serve. To use a metaphor, our self-confidence mimics the
mechanisms of a train: it is powered by an engine (driving sources of
confidence), burdened by a load (compromising sources of confidence)
and stabilized by a wagon (intermediary sources of confidence).
Overall, the key learning is that sources allowing women to integrate
themselves better in society are stronger sources of confidence.Compromisers: Useful sources: Drivers: the
the load the wagon power engine
Compromisers are sources Other useful sources of self- Drivers are sources that
that pull women’s confidence confidence may be less valued increase women’s confidence
scores down. When a person for their ability to build actual scores. When a person
recognizes that a source is confidence. While they still recognizes that a source is
key to their confidence, and have an impact, they do it key to their confidence, and
declares that this source is dry, in a less consequential way. declares that this source is
it becomes a compromiser. These less significant factors strong, it becomes a driver.
When a source of confidence constitute what we refer to When a source of confidence
becomes a compromiser, as “the wagon”. Yet, even becomes a driver, improving
improving it can also drastically though Intellect, Appearance it can drastically improve
improve confidence. The and Spirituality sources are confidence. Support-system,
“load” gathers experiences considered less important, Routine, Certainties, Intuition,
that hinder confidence levels, they are generally well- Resemblance and Improving
which are consequently called graded. Since these types are sources are all driving forces of
“compromisers”: Utopias, navigational and goal-oriented confidence. This is especially
Womanhood, Resilience, tools, women tend to build alarming because those sources
Vocation and Transgression. To self-confidence by asserting are restricted in essence.
put it in a nutshell, they create themselves (showcasing or
an opposing force that partially giving more importance to their
counters the positive effects of social and academic success,
the power engine and drivers. for instance). These experience
types are more individual and
generally contribute less to
confidence levels than their
collective-based counterparts.
COMPROMISERS DRIVERS
THE LOAD THE WAGON THE POWER ENGINE
Utopias, Womanhood, Intellect, Apearance, Support-System, Routine,
Resilience, Vocation Spirituality. The most Certainties, Intuition,
and Transgression.They individual sources Resemblance and
create a counterforce generally contribute Improving. The most
that partially negates less to confidence levels collective (normative
the effects of the power than their collective- and established)
engine and its drivers. based counterparts. sources are driving
forces of confidence.
Global Mechanics • 37
Ì "Global Mechanics" p.82 of the White PaperYou can also read
