{"id":102516,"date":"2017-03-08T21:45:00","date_gmt":"2017-03-09T02:45:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/women-marketing-industry-overcoming-stereotypes-inequality-discrimination\/"},"modified":"2024-12-19T16:40:47","modified_gmt":"2024-12-19T21:40:47","slug":"women-marketing-industry-overcoming-stereotypes-inequality-discrimination","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/women-marketing-industry-overcoming-stereotypes-inequality-discrimination\/","title":{"rendered":"Women in the Marketing Industry: Overcoming Stereotypes, Inequality & Discrimination"},"content":{"rendered":"<p>On International Women\u2019s Day, <a href=\"\/en-gb\/\">DAC<\/a> thought it would be relevant to take a look at women in <a href=\"\/en-gb\/services\/\">digital marketing<\/a>, and how we are represented in today\u2019s flourishing marketing industry. The marketing\/advertising industry historically has a reputation as being male dominated, unwelcoming towards women, and often downright-sexist. While the Mad Men-esque era of this industry has thankfully ended &#8211; women are now working, and succeeding, in large numbers (and in positions other than that of secretary) \u2013 but just how far has gender equality really come in this industry?<\/p>\n<p><strong>The figures<\/strong><\/p>\n<p>In 2015, <a href=\"http:\/\/www.thecandidate.co.uk\/\">The Candidate<\/a> conducted research on \u2018Women in Digital\u2019, looking at \u201chow women are paving their way in the traditionally male-dominated industry, the extent of the male\/female divide, whether salaries are gender neutral, and the state of flexible working and benefit policies.\u201d<\/p>\n<p>Studying over 150 digital businesses across the UK, they discovered the following:<\/p>\n<ul>\n<li>There are nearly <strong>twice as many men<\/strong> currently working in the sector than women \u2013 65% of employees were male, 35% female.<\/li>\n<li>There is a severe lack of females in management roles, with 156% more men taking these jobs. This divide is stark at senior management level &#8211; in the 150 companies studied, 132 were headed by men, with only 18 having a female managing director or CEOs.<\/li>\n<li>On average, men expected 17% more money than women across a variety of job roles, but generally only received 9% more.<\/li>\n<li>While 44% of men earned within the \u00a321 000- 30 000 bracket, 43% of women fell in the below \u00a320 000 bracket (alongside only 24% of men).<\/li>\n<\/ul>\n<p>Of course, this last figure could just mean that more women are joining the industry at entry level &#8211; a positive sign! However, as across most other industries, the gender wage gap still very much exists. Evidence exposing this pops up regularly in the media &#8211; \u00a0just recently it was <a href=\"http:\/\/www.thedrum.com\/news\/2017\/02\/08\/snapchats-only-female-director-was-paid-lot-less-her-male-counterparts-2016\">reported<\/a> that Snapchat\u2019s sole female board member (the only woman on a board of 8), Joanna Coles, was paid a fraction of what her male counterparts earned in 2016.<\/p>\n<p>The Candidate\u2019s findings are echoed within Ireland as well, where the <a href=\"https:\/\/digitalmarketinginstitute.com\/blog\/women-stronger-digital-marketing-skills-underrepresented\">Digital Skills Gap Report<\/a> found that while women can be up to 11% more digitally proficient than men, they only represent 30% of the digital marketing workforce, and fill a mere 6.5% of director positions. Ultimately, <strong>71.7% of the entire digital marketing workforce is male.<\/strong><\/p>\n<p><strong>Are these figures necessarily a result of sexism?<\/strong><\/p>\n<p>The question often raised, is whether the sector itself is to blame for the general lack of women and unbalanced gender leadership ratios? Some people argue that women are absent due to their failure to assert themselves, and their general unwillingness to aggressively self-promote as much as men might do.<\/p>\n<p>In an <a href=\"https:\/\/www.theguardian.com\/uk\/2011\/jun\/19\/women-language-boardroom-study\">18-month study<\/a>, Dr. Judith Baxter studied the patterns of speech used by both men and women during meetings at large companies (including two of FTSE-100). She found that women \u201cwere four times more likely than men to be self-deprecating, use humour and speak indirectly or apologetically when broaching difficult subjects with board members in order to avoid conflict.\u201d The result of this being that women often came across as \u2018weak\u2019, or full of self-doubt.<\/p>\n<p>This has been translated to provide many with the excuse that if women were to make an extra effort to appear self-confident and assertive in the boardroom, using strong language, they would get further.<\/p>\n<p>While there is point to be taken here &#8211; confidence is important for anyone, regardless of their gender, to command authority in an influential position &#8211; context is important and cannot be disregarded. The reality is that women often do still face various forms of gendered discrimination in the workplace preventing them from advancing or feeling comfortable and welcome.<\/p>\n<p>In 2014, The Drum conducted their \u2018Women in Marketing Survey\u2019, questioning over 500 women. Almost half (49%) said they had experienced sexism at some point in their careers; clear evidence that discrimination is still a persisting problem in the industry.<\/p>\n<p>On International Women\u2019s Day in 2016, <a href=\"http:\/\/www.tbwa.com\/\">TBWA<\/a> released a powerful video of a number of male employees in the company reciting actual quotes taken from a global survey asking women in advertising to comment on any of the issues they\u2019ve faced in their careers.<\/p>\n<p>[iframe src=&#8221;https:\/\/www.youtube.com\/embed\/R4dKUmV856A?rel=0&#8243; width=&#8221;560&#8243; height=&#8221;315&#8243;]<\/p>\n<p>&nbsp;<\/p>\n<p>This powerful video illustrates how \u00a0strongly women experience gendered pressure, expectations and discrimination in the marketing workplace.<\/p>\n<p><strong>Is inequality in the workplace normalised by gendered stereotypes in advertising?<\/strong><\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69ff5ad030393'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69ff5ad030393');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); 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'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-gb\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<p>A question to ask, is can we really be surprised when women within the marketing\/advertising industry feel un-welcome in the workplace, when even in this day and age, advertising continues to propagate and encourage gender stereotypes, and as a result, sexism?<\/p>\n<p>At the end of 2016, Unilever surveyed 9000 men and women across 8 markets, asking how they felt about the gender stereotypes being portrayed in adverts. The survey found that traditional beliefs encouraged in advertising are holding women back. 67% of women feel pressured to simply \u2018get over\u2019 any inappropriate behavior they encounter, while 64% believe that men don\u2019t challenge each other when they witness sexist behaviour.<\/p>\n<p>The consensus was that the stereotype of women being more domesticated is harmful, with more than half of the women surveyed seeing this perception as a huge barrier to them being seen as equal to men in the workplace. Nearly 70% of those involved (men &amp; women) said the world would be a better place if children were not exposed to gender stereotypes in media and marketing.<\/p>\n<p>This survey was born from Unilever\u2019s recent decision to remove all stereotyping from their own advertising in a campaign called #Unstereotype, as the company has been slammed for promoting sexism in the past. The company has pledged to drop all sexist stereotypes from its advertising after<a href=\"https:\/\/www.theguardian.com\/media\/2016\/jun\/22\/unilever-sexist-stereotypes-ads-sunsilk-dove-lynx\"> research<\/a> suggested that 2% of their ads showed \u2018intelligent women\u2019 in 2016. Women were very rarely presented as having authority, with only 3% of ads featuring women in managerial, leadership or professional roles, and disproportionately represented in domestic roles.<\/p>\n<p>This move towards overcoming gendered stereotypes in advertising has gained traction in the last year or two, with huge campaigns such as Dove&#8217;s \u2018Choose Beautiful\u2019, Sport England\u2019s \u2018This Girl Can\u2019, Nike\u2019s \u2018Better For It\u2019, and Always&#8217; \u2018#LikeAGirl\u2019 gaining more than 100m views in total. Brands seem to be realizing the power of their messages, and are trying to contribute positively towards the equality debate with relevant initiatives and content.<\/p>\n<p>For 2016\u2019s International Women\u2019s Day, P&amp;G contributed to this debate by temporarily changing their iconic Fairy brand to just \u2018Fair\u2019, in a powerful effort to call out stereotypes surrounding women and the home. They stated this campaign was built on the fact that while over 50% of the workforce in the UK is female, women still spend, on average, 117 more minutes a day on housework than men.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-10858 size-full\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/03\/Fairy.png\" alt=\"Fairy\" width=\"833\" height=\"697\" \/><\/p>\n<p>The truth is that increasing the positive representation of women in media and marketing works hand-in-hand with achieving greater gender equality in every workplace, not just within the marketing industry.<\/p>\n<p><strong>\u00a0<\/strong><strong>Conclusion<\/strong><\/p>\n<p>While much progress has been made in past decades, it is clear that a certain degree of gender discrimination and sexism continues to linger within the marketing\/advertising industry (as it still does in many others). Serious work still needs to be done by companies and individuals, male and female, to make gender equality a living reality.<\/p>\n<p><a href=\"\/en-gb\/contact\/edinburgh\/\">Contact DAC<\/a> today to find out more!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>On International Women\u2019s Day, DAC thought it would be relevant to take a look at women in digital marketing, and how we are represented in today\u2019s flourishing marketing industry. The marketing\/advertising industry historically has a reputation as being male dominated, unwelcoming towards women, and often downright-sexist. While the Mad Men-esque era of this industry has [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":102518,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.72,"reading_level_needs_review":"0","footnotes":""},"categories":[2904],"tags":[],"class_list":["post-102516","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Women in the Marketing Industry: Overcoming Stereotypes, Inequality &amp; Discrimination | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/women-marketing-industry-overcoming-stereotypes-inequality-discrimination\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Women in the Marketing Industry: Overcoming Stereotypes, Inequality &amp; Discrimination | DAC\" \/>\n<meta property=\"og:description\" content=\"On International Women\u2019s Day, DAC thought it would be relevant to take a look at women in digital marketing, and how we are represented in today\u2019s flourishing marketing industry. 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