Looking at a social media feed in 2022 it's hard not to feel cynicism around simply attempting to exist as a woman. Between a pandemic that disproportionately impacted women by every measure to the overturning of Roe Vs. Wade, it feels that little progress has been made. This feeling of standing still is underlined by the recent stat from the World Economic Forum that states reaching gender parity across work, health and politics globally will take 132 years at the current rate of progress.

While culturally, socially and politically, progression around gender seems stagnated, perceptions and opinions are changing all the time. So while brands often use the fear of getting things wrong as an excuse for doing nothing at all, perhaps the greater risk is standing still. With women making up 50% of the world's population being silent on women's issues means alienating half of your audience. 

At the recent Impero Gender Dynamics event  ‘How to market to women and future-proof your brand’ a panel considered how brands can approach the landscape of marketing to women and gender dynamics in today's society. The event looked at where consumer tastes will go in the future and what brands need to do about it to future-proof themselves with the next generation of female shoppers.

A presentation from Charlotte Willcocks, Head of Strategy at Impero and Zuhur Mohamed, Cultural Researcher at Impero explored some key trends such as the current caricature of womanhood and the missed opportunity of marketing to mid-life women. The pair shared research from a panel of real women that unveiled a disdain for the current lazy versions of empowerment and shared actionable insight for brands to connect more authentically.

Following the presentation, Nicola Kemp, Editorial Director at Creativebrief sat down with Dani St James, the Founder of Not A Phase, Anita Chhiba, the Founder and Creative Director of Diet Paratha, Aisha Jakhura, Head of Brand at George at Asda and Charlotte Willcocks, Head of Strategy, Impero to debate some of the issues around gendered marketing in today's society. 

Fear of progression

Before entering into the discussion the panel acknowledged that each individual’s lived experiences had a significant impact on their opinions around the topic of gender, reminding brands that the conversation is extremely nuanced. Each identity is made up of intersectionalities which make experiences in the workplace to the work being produced and the changes each wanted to see unique. 

This nuance and complexity has made it easy for brands to step back yet it isn’t up to them to try and solve women's issues in one fell swoop; simply doing something is better than doing nothing. Chhiba called out these ‘scared brands’, saying: “There is more at stake, now is the time to look within and gun for the greater good.” As often perceived risk is greater than any actual risk.

Evolving gender dynamics 

The issue of gender itself is hotly debated at the moment as a recent Gen Z survey found that 41% of respondents identify as neutral on the spectrum of masculinity and femininity. The panel called into question whether gender fluidity means that in future marketing based on gender will remain relevant. 

St James explained that “consumers are wisening up to gender marketing and see through the whole pink for girls and blue for boys.” Yet added that trans and gender-neutral views on the topic of gender aren’t there to take away, but instead enrich perspectives. As St James said:  “People sat at the table are worried about their seats being taken away, but this is a metaphorical table that can get bigger, we want to add not lose. Neutralising the way we sell products makes sense because it’s less patronising.”

Passing the mic

Jakhura urged brands to “stop being lazy, go out and do the work.” There’s a myriad of organisations and communities that are knowledgeable and have already done the work so even if a brand doesn’t have all the answers there are people that do. She added, “look beyond your individual frame of reference and root work in insights and facts.”

Passing the mic and listening to others is the only way to stay on top of the ever-changing nature of gender dynamics. St James added that “the weight of a message is carried by allies, that is where change happens.” Taking the views of experts, paying them for their work and applying it to a brand is how positive change can happen. Yet, it lies with those currently within organisations to look outward and raise the voices of others. 

Busting stereotypes

While there are brands that aim to speak out and create work that resonates with women, the industry tends to still lean on lazy stereotypes and cliches. The panel struggled to cite excellent work within the category as the current ‘groundbreaking campaigns’ are only groundbreaking because they are the only ones that have dared to speak out, show real women and take a stand. “Consumers are tuning out, ask for examples of good work - they haven’t seen it.” explained Willcocks.

The most groundbreaking work is yet to be made but this can only be achieved by diversity on and off screen and listening to women from all walks of life. Chhiba shared that during her time working in the advertising industry “as a South Asian woman I was policed by white voices. I felt like I was playing a losing game. But it shouldn’t be like that and it isn’t in other areas of culture.”

The panel considered how at current there are few roles for marginalised people and those existing roles are tokenistic and one note. For example, Trans representation often focuses on the transition and is joyless, and similarly stereotypes of race are the leading characteristics of Asian or Black female advertising. Listening to people behind the screen and concentrating on people rather than a ‘type of person’ creates multidimensional, more relatable characters on screen.

Spreading a message of progress

The issue of gender marketing is so important as it is so vital to the progression of society as a whole. “Everyone benefits from equality for marginalised people, it enriches society and it enriches culture” explains St James. While it might seem a hard task to get people to care such as decision makers or board members, this starts with education and spreading the message by showing facts and research that shows equity produces results.
Sharing her experiences of work Jakhura advises to look first within your own teams, consider what you hold close and then work from there. Leave ego at the door; “we know we’re not going to get it right but try anyway. And, if we can’t always get support, we do it ourselves and ask for forgiveness later” she explains. “Ask yourself, do you really care? Do you really get it? And, if you don’t find someone who can and does!” 

While it is not the responsibility of marginaslised groups to educate others, embracing a learning mindset and seeking out resources from those who are fighting for progress can soothe some brand fears of getting it wrong with shared responsibility. Fostering young talent, passing the mic to others and opening up opportunities are just some of the ways the advertising industry can play its part and progress conversations around gender whilst supporting women at a time where society can make being a woman feel tiresome.