Sutcliffe noted that although most influential New Age figureheads were male, approximately two-thirds of its participants were female. Heelas and Woodhead's Kendal Project found that of those regularly attending New Age activities in the town, 80% were female, while 78% of those running such activities were female. They attributed this female dominance to "deeply entrenched cultural values and divisions of labour" in Western society, according to which women were accorded greater responsibility for the well-being of others, thus making New Age practices more attractive to them. They suggested that men were less attracted to New Age activities because they were hampered by a "masculinist ideal of autonomy and self-sufficiency" which discouraged them from seeking the assistance of others for their inner development.