Gender stereotypes are everywhere. Some of them are obvious and slightly funny; some can be completely by accident. As women, we are confronted by stereotypes all the time. However, marketers don't have to jump on this particular bandwagon. They can choose to address them — if they know how.
Nobody likes being put in a box. We don't appreciate being limited to a single trait; and yet, stereotypes are running wild in the media and marketing.
Women are so much more than how they are often portrayed and the stereotypes they are reduced to.
Marketers have the ability and platform to face these stereotypes head-on — they just need to know why and how to.
That is why media update's Alrika Möller got the much-needed insights from Melanie Campbell, partner: group strategy for RAPT Creative.
How have gender stereotypes in advertising evolved over the past decade, particularly concerning the portrayal of women?
The notion of building brands through purpose-orientated work has caused a noticeable shift in how women are portrayed in advertising. [It has seen a move] from traditional and often limiting roles to more diverse and empowering representations as brands have become more conscious of the importance of showing women in leadership, entrepreneurship and as multifaceted individuals.
This evolution reflects broader societal changes and the increasing demand for authenticity in advertising.
What are the main challenges you face when creating advertisements that avoid or challenge gender stereotypes?
One of the biggest challenges is navigating the fine line between challenging stereotypes and inadvertently creating new ones.
While there's a push to break free from traditional portrayals, there's also the risk of oversimplifying or generalising the experiences of women. Ensuring that our advertisements are both impactful and nuanced requires deep insight and a commitment to ongoing learning and listening.
How does your team ensure that your advertisements resonate with diverse female audiences?
We place a strong emphasis on diverse representation within our agency team, consumer immersion and insight.
By incorporating these insights into our creative process, we create content that resonates on a deeper level and speaks to the varied experiences of women across different demographics.
You have worked with a vast number of different brands. In your opinion, how do different brands take on gender representation and stereotypes through marketing?
Each brand approaches gender representation differently, often influenced by its:
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core values
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target audience, and
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brand positioning.
Some brands have been pioneers in challenging gender norms, while others are gradually making strides. What's encouraging is the growing commitment across the board to be more inclusive and thoughtful in their marketing.
[They are] recognising that responsible gender representation is not just a trend but a necessity.
Why is it important to have women in leadership roles within your marketing and creative teams in order to address gender stereotypes in advertising?
Women in leadership bring invaluable perspectives that are crucial for authentic representation. Their lived experiences and insights help shape campaigns that resonate more genuinely with female audiences.
Moreover, having diverse leadership fosters a more inclusive work environment where ideas that challenge stereotypes can thrive.
What is your advice for marketers hoping to take a small budget further when it comes to female-focussed marketing?
Creatively effective marketing requires sufficient reach, distinctiveness and meaning. Focus on a medium like digital that provides cost-effective, broad reach with accurate targeting. Drive distinctively, visually and tonally; and finally, offer physical or emotional utility.
Leverage social media platforms, where real stories and genuine engagement can have a significant impact. Collaborate with micro-influencers who resonate with your target demographic, and prioritise quality content that speaks directly to women's experiences.
Looking forward, how do you see the future of female representation in advertising evolving over the next few years?
The future of female representation in advertising is set to become even more diverse and inclusive. As societal norms continue to evolve, we'll see more brands embracing the complexity of women's identities and experiences.
Technology will also play a role, enabling more personalised and meaningful connections with female audiences.
The emphasis will be on portraying women in ways that are not just aspirational but also authentic and relatable.
How do you ensure that your advertising campaigns portray women in a way that is empowering and authentic?
We start by listening to women — both within our team and in our target audience. This means conducting thorough research and engaging in conversations to understand their
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aspirations
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challenges, and
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realities.
We then distil this into a compelling WHY to understand the motivations that drive women. Connect this to the position the brand stands for because where they intersect, magic lies.
Our creative process then focuses on storytelling, casting and treatments that highlight the multifaceted qualities of women — including but not limited to strength, resilience and authenticity. [This] ensures that the women in our campaigns are seen as real and relatable individuals.
How can marketers approach the balance between portraying women as strong and independent while avoiding the reinforcement of new stereotypes?
The key is in the nuance. While it's important to showcase women as strong and independent, it's equally crucial to avoid a one-dimensional portrayal.
We strive to depict women as complex individuals with a range of emotions, roles and experiences.
By celebrating diversity within strength, we can avoid the trap of creating new stereotypes while still empowering women.
How do you implement storytelling within your marketing efforts as a way to depict women in a positive and diverse light in your advertisements?
Storytelling is at the heart of our approach. We focus on narratives that reflect the real lives of women, highlighting their achievements, challenges and dreams.
By telling these stories with depth and authenticity, we ensure that our advertisements resonate emotionally and portray women in a diverse and positive light.
Why is it important for marketers to focus on the portrayal of women through marketing?
The portrayal of women in marketing shapes societal perceptions and can either reinforce or challenge stereotypes. As marketers, we have a responsibility to contribute to a more inclusive and equitable world by ensuring that women are represented fairly and authentically.
By doing so, we not only meet the expectations of our audience but also help drive meaningful change in how women are viewed and valued in society and good advertising invariably drives good business results.
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*Image courtesy of Canva