Let's Celebrate Women in Marketing
Let's celebrate International Women's Day with some facts and three great campaigns.
Celebrating International Women’s Day isn’t just about acknowledging the achievements of women.
When it comes to marketing, women are award-winners in the industry. With increasing dominance in senior marketing roles and innovative campaigns, it's clear that women are a driving force behind many successful marketing strategies.
According to Statista, in 2022, women made up 58% of all marketing jobs in the UK; whilst in the US 2021, 60% of professionals in marketing roles are women, and of these, most were director-level (53%) and manager-level (59%) (LinkedIn, 2021).
It’s not just all about the numbers though. Professionally, women in all industries are breaking barriers and redefining traditional business norms. In an article by Forbes, titled ‘Five Reasons Why Women Make Better Entrepreneurs Than Men,’ John Winter, the chief executive of Barclays Bank’s corporate business, was quoted, “As women increasingly embrace entrepreneurship, they are pioneering different business cultures and models of entrepreneurial growth.”
So, what are the personal and professional attributes that make women so adept at marketing?
- Creativity: Studies have shown that women appreciate the value of creativity more than men (Inc.com). This innate ability to think outside the box allows them to conceptualise innovative campaigns that captivate audiences and drive results.
- Emotional Intelligence: Women are inherently more emotionally intelligent, making them attuned to the human side of business (Inc.com). They understand the importance of empathy and connection, allowing them to craft marketing messages that resonate deeply with consumers.
- Listening Skills: Women excel in the art of listening, which plays a crucial role in understanding consumer needs and preferences. Their ability to listen attentively enables them to tailor marketing strategies that address specific pain points and desires, ultimately leading to higher engagement and conversion rates.
- Adaptability: Adaptability is key to staying ahead of the curve. Since TikTok trends change with increasing frequency. Women possess a natural propensity for adaptability, enabling them to navigate changing market dynamics and pivot strategies seamlessly when necessary.
- Collaboration: Women excel in collaborative environments, fostering teamwork and synergy among diverse teams. Their inclusive approach to leadership encourages creativity and innovation, resulting in more robust marketing campaigns that appeal to a wider audience.
Three powerful marketing campaigns that stand out:
1. The Fearless Girl Campaign, launched by State Street Global Advisors in 2017, boldly redefined the conversation on gender equality in the financial sector. Positioned facing Wall Street's Charging Bull, the bronze Fearless Girl statue symbolises the urgent need for increased gender diversity on corporate boards.
Timely and impactful, the campaign strategically harnessed the global momentum around gender equality discussions, gaining viral traction through social media with the hashtag #FearlessGirl. Placed in New York's financial district, the campaign demanded corporate accountability, urging organisations to prioritise inclusivity.
Beyond its artistic brilliance, Fearless Girl sparked tangible change, prompting discussions on gender representation in leadership. Recognized with prestigious awards, including the Cannes Lions Grand Prix for PR, the campaign remains a powerful testament to the transformative influence of women in marketing and their ability to drive societal change.
2. #LikeAGirl: Spearheaded by P&G's Always brand and directed by documentary filmmaker Lauren Greenfield, the #LikeAGirl campaign aimed to redefine the phrase "like a girl" to empower young girls and break down gender stereotypes. The campaign garnered widespread acclaim for its powerful message and resonated with audiences worldwide.
3. Dove Real Beauty Campaign: Created by Ogilvy & Mather and championed by Dove's Global Marketing Director, Sophie Galvani, the Real Beauty Campaign challenged conventional beauty standards and celebrated the diversity of women's bodies. Through thought-provoking ads and social experiments, Dove encouraged women to embrace their natural beauty and reject unrealistic beauty ideals.
Women are not just excelling in marketing; they're revolutionising it. With their unique blend of creativity, emotional intelligence, and adaptability, women are shaping the future of marketing and driving meaningful change in the industry.
As we celebrate International Women's Day, let's continue to champion and support women everywhere, ensuring a more inclusive and diverse marketing landscape for generations to come.
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