A/HRC/22/50 disproportionately lower (or no) incomes and pensions in later life; yet older women are expected to take care of other, more dependent members of the household. 55 41. Certain investments can significantly reduce the burden that household chores impose on women. In rural areas, such measures include the provision of water services and afforestation projects to reduce the time spent fetching water and fuelwood. In both rural and urban areas, measures would include the establishment or strengthening of child-care services and care for the elderly or persons with illness/disability. By reducing the time poverty of women, their economic opportunities would expand, since it would be easier for them to seek employment outside the household; access incomes and increase their economic independece, which, in turn, would strengthen their bargaining position within the household. In order for such opportunities to be seized, access to education for girls and life-long training must be improved and societal perceptions of gender roles which discriminate against women must be changed. Improved education and employment prospects are mutually reinforcing, as the demand for education (investment in human capital) will increase in proportion to increase in the demand for a qualified female workforce. Empowering women and subverting the gendered division of roles 42. A second requirement is achieving the right combination of measures that recognize the specific obstacles women face (particularly time poverty and restricted mobility resulting from their role in the "care" economy), and measures that seek to transform the existing gender division of roles by redistributing tasks both within the household and in other spheres. As long as we simply recognize the role of women in the "care" economy by accommodating their specific needs, the existing division of roles within the household and associated gender stereotypes will remain in place, and could even be reinforced. Redistributing roles and challenging the associated gender stereotypes require a transformative approach, whereby the support provided to women not only recognizes their specific needs, but seen provides the opportunity to question existing social and cultural norms. 43. Such transformative approach is clearly required under human rights law. The Convention on the Elimination of All Forms of Discrimination against Women affirms that "a change in the traditional role of men as well as the role of women in society and in the family is needed to achieve full equality between men and women" (preamble, 14th para). Accordingly, States Parties shall seek, inter alia, to "modify the social and cultural patterns of conduct of men and women", and to promote the "recognition of the common responsibility of men and women in the upbringing and development of their children" (art. 5 (a). In reference to this provision, the Committee on the Elimination of Discrimination against Women has urged States to combat patriarchal attitudes and stereotypes regarding the roles and responsibilities of women and men within the family and society at large (women being considered as having the primary responsibility for child-rearing and domestic tasks, and men being considered the main breadwinners) and to reject the concept that assigns the role of “head of the household” to men.56 44. The transformative approach implies that as policies seek to accommodate the specific needs of women, they should also seek to subvert traditional gendered divisions of roles. The two objectives are not necessarily easy to reconcile, but they should be 55 56 18 See E/2012/51 and Committee on the Elimination of Discrimination against Women, general recommendation No. 27 (2010) on older women and protection of their human rights. See, for example, CEDAW/C/SGP/CO/4, paras. 21-22; CEDAW/C/USR/CO/7, paras. 20-21; CEDAW/C/MUS/CO/6-7, para. 18.