Linda McGregor, Founder of All About Eve, spends her days advising large corporates on how to more effectively market to women. 91% of women report that advertisers don’t understand their needs. Linda explains how the advertising is still getting it wrong in relation to marketing to women. And the impact each one of us can have to change this.
It’s not a new subject
As those of us in marketing consultancies excitedly report a brave new world of ads such as This Girl Can and Like a Girl as part of the rising trend of Femvertising, some in our industry are drawing our attention to a longer-standing and darker trend. The continuing and growing objectification of women in ads.
I’ve been in the business over 30 years. Client, agency and consultancy sides have, in the past, seen the topic as “overstating the case”
But the below video, part of a campaign #womennotobjects released by New York creative exec, Madonna Badger, smashes that view. Add to that campaigners such as Jean Kilbourne and her TED talks and you start to see the bigger picture we often miss. Even as women. Finally, being involved as an advisor to our Federal Government, looking at the psychological and society triggers around sexual assault and domestic violence, the point was driven home. The evidence is there. In Jean’s words, “we’re all affected by these images, (we) all have a profound stake in challenging them.”
Take 2 minutes, have a look and decide for yourself.
Source: Women Not Objects (Youtube)
Let’s remember we’re only 51% of the population
In contrast to men-blaming or the exclusion of men as a target audience for this discussion, we should be involving ‘the other’ 49%. In the debate, and in the call for solutions and action. And a bit of ‘mirrors turned’ humour doesn’t hurt either in making the realisation form.
At the end of the day, we still live in a commercial world where $ talks and big corporations can make big differences
Here in Australia, a gender equality initiative involving male CEO’s, Male Champions of Change, has lead the way. Not just by reframing corporate discussions, but also driving policy changes and action.
How can you take a stance? Against how women are shown in ads, a stance on gender equality and how women are involved in running companies? By putting your $$ where your mind, mouth and Facebook posts are. By impacting sales. Which is exactly what Femeconomy aims to do. To get sisters doing it for themselves. Using OUR huge 80% + purchase power to change the discussions not just about women in ads, but gender equality in the workplace and on boards!
Click on the below link to remember, or experience for the first time, a classic call to arms from Annie Lenox and Aretha Franklin. Sisters are doing for themselves.
Source: EurythmicsVEVO on YouTube
So go out there, Sisters, spend (wisely) to change our world.
Thanks to: Madonna Badger, YouTube, Jean Kennedy, Ted Talks, imgur, Femeconomy, Annie Lennox & Aretha Franklin.
Linda McGregor is the Founder of All About Eve, the leading and most credited female insights consultancy in Australia and New Zealand. Linda is an acknowledged pioneer and expert, uniquely applying perception of both the conscious and subconscious female mind to the understanding of women and their issues. She frequently keynotes at conferences, is a sought-after marketing and gender equality commentator in the media, an editorial board member and judge, university guest lecturer and a mentor to many female (and male) professionals.
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