Gender Issues: Where to from here?
October 10, 2013 | Carly Lewis | Comments
The upcoming issue of Marketing (available this week) is our Gender Issue, which taps new research to explore how consumer stereotypes are breaking down between the sexes and what marketers need to know to hit their targets. With all the talk of gender marketing, we decided it was an opportune time to take stock of gender issues in the marketing industry itself as well. Writer Carly Lewis reached out and engaged some of the leading women in advertising, and each day this week we will post their responses to some important questions. The picture that emerges is one that suggests that while progress has been on the gender equity front, there is a lot more needed. Tell us what you think.
Monday: Today’s most urgent issues around gender in the ad world
Tuesday: Making progress. What’s changed the most in the industry?
Wednesday: Tales from the front: Maddening firsthand encounters with sexism
Today: Where to from here? What are the remedies?
Friday: Listen up. Important advice from leaders in the ad business
Given everything we’ve been discussing, what are the remedies?
Christina Yu, executive creative director of Red Urban
It’s always upper management that sets the tone.
Lauren Richards, principal at Pollin8
Clients should ask where the female voice is on their business. This business is led by client expectations, and clients should expect to have women involved in the strategic thinking and creative development of their communication in order to have a thorough, well-balanced position to go to market.
Karen Howe, senior vice-president, creative director at One Advertising
Young women need to actively seek mentors in the business. They need to find the senior women and men they admire and learn from them.
Jill Nykoliation, president of Juniper Park
We need to help each other. Mentors are incredibly powerful…It is ingrained in us in our childhood that nice girls don’t boast. We need to learn how to do that. Being assertive isn’t the same as being arrogant. Help other women write a more powerful resume, interview more assertively, write a more declarative performance review. It sounds small, but this will have a ripple effect.
Nancy Vonk, co-founder of Swim
I’d like to see women come forward to their companies with ideas for their success. Getting a green light on bringing baby on a business trip could be a viable solution to managing through an extended absence. It’s time for creative solutions, from companies and their employees. If everyone could acknowledge that the system doesn’t work, that it’s time for a new approach, we could get somewhere.