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Justice for Men & Boys 
And inevitably there is this to virtue signal for women’s day https://www.gov.uk/government/news/government-launches-landmark-gender-pay-gap-and-menopause-action-plans-to-help-women-thrive-at-work
It really does illustrate the illogicality of the ideology. Supposedly addressing the “pay gay” while putting front and centre the latest thing that supposedly prevents women from “participating” in employment. Highlighting common health issues “menopause” and it’s affects(brain fog etc ) and adding to the costs of employing women by saying employers should “support” menopausal women (in ways that never include them working more ). Add in all the other additional costs a company has , maternity leave, carers leave, flexible hours and now four day weeks. Any rational small company is likely to think again about employing women, and look hard at AI.
It never seems to occur that the litany of special helps, discriminations, health needs are in fact a good set of explanations why over the life course a male worker is simply more productive and less costly or bothersome ! And robots even better.
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https://theconversation.com/international-womens-day-why-is-mark-carney-rejecting-gender-equity-efforts-273677 I see Mr. Carney got into trouble for not having a ministry for women. Even though it turns out there’s a parade in the Canadian Provinces. With four having more important things to deal with than thinking up special care for menopausal workers. I suppose the most important job for these ministries is providing work for gender studies Graduates and dispersing grants for groups knitting pussy hats.
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The thing about making ads. be woman friendly reminded me of the promotional material to a bursary (only for women) to do degrees in Civil Engineering. The “pitch” was to say the job had changed. There was no longer the need to don hard hats and high Vis. Or heavy boots to do site visits. Plenty of opportunities for “creative meetings” and working in teams. This coincided with Julie Bindel having a visiting lecturer role at the same university(in journalism) could be coincidence. Anyway not long after a “Feminist” pedestrian bridge collapsed in Florida. Feminist because the designer was a vocal feminist and the construction company “woman led”. The design it turns out was weak and the wrong concrete was used in construction. One wonders if the odd site visit, even in unflattering safety gear, might have been useful during construction.
As with the reductions and eventual abandonment of physical standards in the emergency services and armed services and the need for “extra support” in so many occupations the Gov. Guidance really does add to a picture of women as pretty useless in vast swathes of work.
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No matter how “appealing” they make the language there are many jobs women WILL NOT do! This insanity would be laughable if it wasn’t for the negative impact it has on men.
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