Ahead of International Women’s Day, Omnicom – the world’s second largest marketing group – has released research results from Toluna that challenge traditional ideas of leadership. The research marks the third annual Omniwomen UK Summit, part of a wider initiative that aims to increase the number and influence of women in leadership positions across the company.
Key findings from the study of 1,554 UK-based women and men include:
- 90% believe that a new form of leadership is the key to gender equality in the workplace
- 54% feel the traditional idea of leadership, that champions a separation of work and home in leadership roles, is outdated
- 84% agree that inspiring leadership is born out of passion for the organisation, combined with a personal sense of purpose
“Lateral leadership” has emerged as a new trend that challenges traditional ideas of leadership in the workplace according to new research commissioned by Omnicom to mark its third annual Omniwomen UK Summit – part of a wider initiative that aims to increase the number and influence of women in leadership positions across the company.
According to the study of men and women in the UK, 84% agree that inspiring leadership is born out of passion for the organisation, combined with a personal sense of purpose. Indeed more than half (54%) feel the traditional idea that champions a separation of work and home in leadership roles is outdated and an overwhelming 90% of people believe that a new form of leadership is the key to gender equality in the workplace.
Emma Sergeant, Chair of Omniwomen UK and President Europe DAS Group of Companies at Omnicom said:
“The notion of living an authentic life that is true to your interests and values is not new. But what is new is that this is now filtering through to the workplace. Traditional concepts of leadership have always been defined around leading in a linear fashion, and keeping the different elements of life separate and disconnected. Throughout the Omnicom network we are making great strides to help women achieve their full potential at work. To do this, it’s essential to foster an environment where women feel they don’t need to conform to “traditional” leadership stereotypes to be successful, but instead can be their true selves, which in turn will create a more inclusive generation of leaders and positive role models. The Omniwomen UK Summit aims to enable women to be at their best in the workplace through inspirational internal and external speakers and practical workshops.”
Seamlessly bringing together a personal passion with career drive could be the key to women reaching career aspirations. 77% feel that those who make successful leaders relish in an aspect of their job that feeds directly into their sense of purpose, whether that is mentoring other staff members, or caring for the environment.
The research also found that nine out of ten people (86%) agree that making time for their passions enables them to be their best self at work while just over three quarters (78%) feel they are already able to be their authentic self at work, demonstrating the significant impact of recent cultural changes among employers. In more good news, 80% of people feel the workplace today is more geared towards women being successful than it was a decade ago.