Millennial Males Are More Sensitive to 'Subjective' Sexual Harassment Than Females

"Males are more likely to report subjective sexual harassment actions than females," said Bob Norberg, director of strategy and research at The Agency. "These results suggest society's efforts to sensitize millennial males to the complexities and nuances of sexual harassment are beginning to produce the desired attitudinal changes."

The study was conducted Nov. 27-28, 2017 by The Agency at the University of Florida, utilizing MAVY®, a community of 18-35 year-olds, to examine millennial sensitivities to actions and behaviors that fall broadly under the label of "sexual harassment."

The MAVY study findings also indicate millennial sensitivities are nuanced, with strong sensitivity for some actions and less for others. Sensitivity was measured by the extent to which a person would report a specific incidence with the intent that the harasser would be punished in some fashion.

"It is clear millennials distinguish between the severity of premeditated or deliberate actions and those that allow for more subjective interpretation," said Norberg. "For example, while over two-thirds of this group are likely to report premeditated and deliberate actions, over 40 percent say they are unlikely to claim sexual harassment for a cat call, a sexual joke or staring."

The survey of 188 millennials contained three questions about subjective behaviors and six questions about premeditated and deliberate behaviors. On average, for the three subjective behaviors, 41 percent of the males indicated they would report the incident versus 27 percent for females. The average likelihood to report premeditated and deliberate behaviors was 68 percent for females and 62 percent for males.

Some actions clearly provoke reporting, while others do not have as strong of a reaction," said Norberg. "For instance, over 65 percent of those questioned would report actions that involved inappropriate or unapproved touching, whereas only 27 percent would report a person who told a joke or story with sexual connotations."

About The Agency

Led by professionals, staffed by students and inspired by faculty, The Agency is an auxiliary of the University of Florida's College of Journalism and Communication. An integrated strategic communication firm, it provides a valuable service to clients while offering immersive learning opportunities for students. Built on a foundation of research called MAVY, The Agency specializes in marketing to the millennial generation. The Agency has worked with numerous notable clients including, P&G, Florida Department of Citrus, Florida Department of Transportation, Stein Mart, American Institute of Certified Public Accountants and ecotourism theme park, Xcaret.

About the University of Florida College of Journalism and Communications

The University of Florida College of Journalism and Communications, recognized by its peers as one of the premier programs in the country, is driving innovation and engagement across the disciplines of advertising, journalism, public relations and telecommunication. The college's strength is drawn from both academic rigor and experiential learning. It offers bachelor's, master's and doctoral degrees and certificates, both online and on campus. CJC students have the opportunity to gain practical experience in the Innovation News Center, which generates content across multiple platforms, and The Agency, an integrated strategic communication and consumer research agency focused on marketing to young adults. The College includes seven broadcast and digital media properties (including the local PBS, NPR and ESPN affiliates), the STEM Translational Communication Center and the nation's only program in strategic communication for social change.

SOURCE The Agency at the University of Florida

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