4 May2022The media and advertising industries hold immense power when it comes to influencing beliefs and perceptions. After all, this is their primary job. But as is said, `with great power comes great responsibility'. By virtue of its purpose, the advertising industry is in a position where it can facilitate positive change; on the contrary, it can also perpetuate dangerous stereotypes. For years, the advertising industry was infamous for leaning towards the side of perpetuating gender stereotypes that position women in the wrong light. A woman was often the home maker and the man the `head of the family'. She was `obedient', `submissive' and `pure'. He was always an `alpha', `assertive', and `object of her desire'. Advertising also often catered to the male-gaze. Who can forget the odd advertisements with scantily clad woman promoting cement brands, deodorants, beers and other products. Gradually yet steadily, advertising is waking-up to the reality and moving towards a more responsible approach to stereotypes. Today, advertisers are focusing on breaking the gender bias and promoting more gender neutral storylines that reflect today's reality better. Could this change possibly have come owing to the increasing number of women joining the advertising world? Possibly. Today, the advertising industry employs way more women that it did even a decade ago. Even with the increased number of women joining the industry, there still is a significant lack of women in top leadership roles. Although this issue has been observed across almost every industry globally, advertising really does require more women leading the pack. According to data from the IPA, women constitute approximately half of the junior roles in agencies across the UK. But as they move up the ladder, there is a drop in their numbers close to 30 percent. The scenario is the same elsewhere too. Most women cite inflexible work policies, long working hours and high workloads as primary reasons to drop out of their roles. This problem was only amplified by the recent pandemic. According to a study by She Runs It, "For the first time in four years, women hold fewer than half of the jobs in the agency, media and tech industries". Women are checking out of the advertising and marketing industry at an alarming rate. This should send alarm bells ringing for industry leaders and policy makers because the workforce needs to be gender balanced. It just makes good business sense. Companies can alleviate the challenges by adopting flexible work policies. We must also highlight the appropriate role models within the industry which can help motivating women that the advertising space is as much for them as it is for the men. In keeping with this line of thought, the current edition of Women Entrepreneur magazine brings to you a list of illustrious advertising mavens who successfully established their own advertising agencies. We hope this inspires more women to join and stay in the advertising space, thereby making it more inclusive & diverse. Do let us know your thoughts. Editor NoteHow to make the Women in Advertising Stay? Adopt Flexibility. Rachita SharmaSpecial Editoreditor@womenentrepreneurindia.com
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