Is sexism still a problem in our industry, and how do we come together to eliminate it?
It's been three years since #TimesUp and #MeToo gained momentum, but have the events that sparked a global conversation then led to an industry-wide revolution since?
Whether you've seen Mad Men or not, we all know that marketing has a long history of sexism. In this conversation, our expert panel reflect on changing tides, discuss examples of marketing that's getting gender representation right and share their thoughts on what more needs to be done—within businesses and in the world.
Who will we hear from?
Jane Cunningham, author of Brandsplaining
Jane and her co-author Philippa Roberts, conducted qualitive research including a 14,000-sample study of women across four continents for their new book Brandsplaining: Why Marketing is Still Sexist and How To Fix It. In the book, they argue that there is still a pervasive presence of old sexist tropes in marketing: a still dominant presentation of women in stereotypical roles such as sex kitten, perfect Moms, invisible if older.
Brands still believe that they are in charge of the relationship they have with women, and are therefore in a position to ‘splain things' to them, but that this needs to change. Jane will address the focal point brands need in order to change this behaviour.
Fernando Desouches, Managing Director, New Macho at BBD Perfect Storm
BBD Perfect storm is an agency committed to smashing stereotypes in advertising and the portrayal of masculinity is something particularly close to them. Their new specialist division, New Macho, is dedicated to helping brands grow through a new male narrative, working with the United Nations Unstereotype Alliance.
‘As a result, out-of-date and harmful stereotypes are causing both men and women to fail to reach their full potential. Even as society recognises the importance of this issue, many brands still remain part of the problem rather than actively part of the solution.’
Sherine Moneim, Strategy Director Beauty and Personal Care, Unilever (North Africa, Middle East, Turkey, and Russia)
What impact do women leaders have on the advertising industry?
'Advertising can be a powerful force in driving cultural change. Even though the role and value of women has seen a large shift in the last two decades, advertising has failed to keep up and continues to show outdated gender-based stereotypes.'
IWD2021: Meet the women in leadership across the Unstereotype Alliance
Timings: 8am EDT | 1pm BST | 4pm GST | 5:30pm IST | 8pm HKT & SGT
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Members: Your place is complimentary as part of your membership. Book now via the button below.
Non-members: Register you interest below and a member of the team will be in touch.
Speakers
Fernando Desouches
Managing Director, New Macho, BBD Perfect Storm
