The Battle for Female Talent in Brazil - Center for Work-Life Policy

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CHAPtER 1:
the Changing Face of talent
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those whose concept of Brazilian female talent is based on stereotypes of
supermodels and bikini-clad beauties on Copacabana beach are in for a
surprise. In actuality, Brazilian women have become central to the nation’s economy
as they have availed themselves of a vastly expanded array of educational and
professional opportunities that were simply not there a generation ago.
unprecedented opportunities
Consider the representation of women in Brazil’s universities, one of the largest
tertiary education systems in the world: women comprise 60 percent of the
million-plus university graduates, contributing to an “achievement gap” over
men. 17 The tranche of educated women in Brazil is by no means limited to an elite
or exceptional slice of the population; in fact, 34 percent of all college-age women
are enrolled in tertiary education, a figure sure to rise in
parallel with the expansion of Brazil’s middle class. 18
It’s impossible to overemphasize the impact of Brazil’s
burgeoning middle class in broadening horizons for smart
and ambitious women. With more and more so-called
“Class C” families making the leap out of poverty—
contributing to the expansion of the middle class from 37
percent of the population in 2003 to 55 percent in 2010, as
noted by economist Marcelo Neri—an increasing number
of parents are able to invest in their daughters’ education. 19
And as their families move up the economic ladder, these
women are imbued with a deep-seated belief in the value
of hard work and opportunity. “Always work hard, be
successful at what you do,” was a family mantra for one
banking executive we interviewed, while an HR leader
underscored how her aspirations had been shaped by the
confidence that “you can do better than your parents.”
60 60 60 60 60
50 50 50 50 50
40 40 40 40 40
30 30 30 30 30
20 20 20 20 20
10 10 10 10 10
Our survey findings reflect the tremendous increases in opportunity for
Brazilian women over the last two decades: 52 percent of female respondents
are the first in their immediate family to graduate from college, on top of which
0
Figure 1.1:
Women as percent of college graduates in BRIC countries
60%
0 0 0 0
57%
39%
47%
58% 58%
Brazil Russia India China u.S. uk
(enrollment) (enrollment)
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United United Unite Sta Un U
us us us us
China China Chin Ch C
India India India Ind In
Russia Russia Russ Ru
Brazil Brazil Braz Bra Br