Sex Roles
The sex roles in society is the assumption or expectation that people have over the males and females and what they are supposed to do.
Historically Colombia has been a patriarchal society, were the dominance falls back on men and were woman were supposed to obey men, raise a family since their early twenties and be merely housewives. This trend has been changing over time, and in recent years this change has been more notorious. The urbanization, the reduction of birthrate and their growth in education ( In the last ten years women have represented 54.1% of the country's total graduates, both universities and technical institutions.) and labor participation shows how women are gaining influence in society.
Although there is a long way to go. The unemployment rate of women stood at 11.1% and that of men at 6.7%. Women's participation in the labor market is more restricted due to the time spent on home care: men spend 21.7 hours a week on these activities, while women spend 50 hours.
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For our company this change is important because showing our commitment for gender equality its necessary to gain support and loyalty form our customer.
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References
http://www.huffingtonpost.com/the-morningside-post/colombias-gender-problem_b_4357321.html
http://kdgarci6colombia.weebly.com/blog/the-roles-of-men-and-women-in-colombia
http://www.dinero.com/economia/articulo/equidad-de-genero-en-el-mercado-laboral-colombiano/240583