Do you notice the stereotype?
Even if most Swedish women would tell you that Sweden is far from having gender equality, it is at least one of the countries in the world that has come closest to this goal. For me being from Germany which is definitely more traditional compared to Sweden, it is interesting to observe how Swedes react towards potential discrimination.
Take this ad for example which according to resume.se has been criticized for showing gender stereotypes. It was supposed to be part of an advertising contest but is now being removed from the competition by the ad agency and the client behind it.
Now one question would be it is the advertiser's responsibility to sugar-code reality. And the reality is that most pilots are male. I don't even recall a single flight when the pilot was a woman.
On the other hand, it's not that uncommon anymore with male flight attendants. So having one female and one male flight attended might have been the better choice, and maybe only one pilot.
Furthermore, the ad promotes the Museum of Technology and hence is payed for by the state (= tax payer). The state of Sweden and all organisations owned by the state try hard to be a role model regarding equality, which might explain why the ad is being cancelled.
It's funny how you become increasingly aware of these kind of "incidents" the longer you live in this country.
The other day I was watching the German TV broadcast of a World Cup match. One commercial caught my attention where a successful looking man wearing a suit wanted to buy a car (I don't remember the brand). And one of the first things the dealer asked him was if he planned to buy the car for his wife...
