Sexism still exists in marketing. It is not always explicit, but it sure does exist. In this blog, we will explore the topic of Sexism in Marketing and discuss some of the ways we as marketers can combat it.
The marketing industry is still inherently sexist, despite widespread criticism from audiences and an awareness that this has been a problem for years. The way in which brands display women can be seen as stereotypical and degrading to the female gender, with many ads showing negative implications about housework or family responsibilities which are portrayed across America. Women are often objectified or sexualized, while men are portrayed as powerful.
According to an article by Marketing Week, “A quarter of all ads that feature women present them in a sexualized way and 85% of the women shown are slim, pretty, usually white, with clear skin and shiny hair. However, part of the problem lies in the fact that just one in 10 ads feature a woman, despite women being responsible for three quarters of all consumer purchases.” It is also of note that older women are often not shown in ads, even though they make up a significant chunk of the consumer audience. Only one in 10 ads that feature women show a woman that is over 50.
When we ask ourselves where part of the problem lies, it all boils down to brands feeling the need to tell women what and who they should be instead of serving all their consumers equally. We can all agree that some of the tactics used by advertisers and brands are damaging to women and are not fully representative of how things really are. There are many ways in which sexism in marketing can be combatted in order to make a valuable change.
Understanding: Brands need to have a better understanding of how women in today’s world feel. Not being aware of societal norms in 2021 can cause your messaging to be distasteful to the general audience. Instead of thinking in an “old school” mentality—that women are focused only on achieving marriage and children, and looking beautiful from a male perspective—remember this: women now most want to feel comfortable in their own skin, and maintain their independence, especially financial independence. Campaigns should focus less on advertising ways that women can make themselves more appealing or change themselves in any way, and focus more on creating ads that meet women where they are.
Learn to be authentic: Being an authentic advertiser is crucial in today’s time. Understanding your audience, how they feel, and what’s important to them is a skill that many brands don’t fully comprehend. The idea that women have always been doing the same things is outdated. Women are embracing taking charge and are viewing themselves as leaders, not followers, with aspirations beyond managing their own household.
Branding & tonality: The importance of setting an appropriate branding standard has never been more crucial than now. Setting the right tone and voice for your brand is essential. It’s important to make sure you’re maintaining a professional demeanor while also being genuine in order serve your customers better. Consumers are always listening.
There are many ways in which sexism in marketing can be combatted and changed for the better. Marketing and advertising have a significant impact on society’s norms. It’s time for brands to wake up and respond with new models of how they can better serve this generation.
Author: Laci Duarte
