Get in Touch

Women for Women : How can we work together to break down the barriers of gender stereotyping?

by Will Corry on October 12, 2017 in Latest News, Lead Article, News you can use, Nuggets, Research, Special Issue, Women for Women

Women for Women : How can we work together to break down the barriers of gender stereotyping?

Comment from Josh Krichefski, CEO at MediaCom on Kantar’s latest ‘Winning over Women’ research.

In order to shatter gender stereotypes, brands of all kinds should be engaging women through advertisements based on age, regions, life stages, career aspirations and culture; just like they would with any other audience.

“This research is focused on financial institutions but it underlines an industry wide issue that is relevant for all brands and advertisers. Women make up 70% to 80% of purchases globally and are a crucial audience. For financial businesses, overlooking this segment clearly costs them a great deal.

However, ads across all industries intended to reach this audience can contain outdated and even offensive views.

Advertisers, creative teams and agencies must look to develop an approach that creates engaging advertising content based on age, regions, life stages, career aspirations and culture; just like they would with any other audience. The bigger question will be not when but how can we work together to break down the barriers of gender stereotyping?

“There is a broader societal concern here that all organisations should be spearheading. Internally, business leaders must create an inclusive culture that encourages equality and diversity of all kinds as a central pillar in the organisation. This can be a first positive step in breaking down regressive categories that women are too frequently placed in. Any brand campaign or advert that is created by any business should match this approach.

That is the only sure-fire strategy to overcoming the barriers of gender stereotypes. At MediaCom, we are proud to have a 50:50 gender ratio across senior management, while we’re also striving to improve our diversity stats by 10% in 2017. We must all share the responsibility to create a balanced representation of daily life.”

Josh Krichefski, CEO, MediaCom

http://loadyourownarticles.strikingly.com/

 

Print article