There is no hiding when it comes to drawing the attention that the marketing, advertising and tech industries have gender issues. When I did an internship with a media advertising agency called Initiative there was an obvious division in the company. Majority of the senior positions were male. Even when speaking to the MD she had no explanation for this clear diversity within the industry. Following the leading diversity in the industry there was talk of this issue on International Women’s Day, where people spoke to women working in these industries, asking what needs to be done to close the workplace gender gap.
It has come to the attention of HR that perhaps they need to do a better job at attracting women into the industry. Although this is not easy when they lose women due to maternity leave, concerning an issue with perhaps inconsistency resulting in men moving up in the industry into higher roles.
‘Women and men respond to entirely different stimuli when viewing and evaluating advertising messages’. (Popcorn& Marigold,2000). Men respond positively to male imagery and women respond positive to female imagery. Hence when an advert for a men’s deodorant they wouldn’t be showing girls shoes, they show muscular males using the product. Although strategic advertising for women will use products with a masculine appeal and respond positively to imagery.
Overall, I think fewer women get higher roles because it’s competitive and women are often discouraged from being competitive. In digital it is seen that there is a false perception that women aren’t skilled enough.
33% percent of women who completed a survey said that they have failed to receive crucial assignments or promotions because of their gender and 42% percent claimed to have been excluded from key decision-making processes because of the same gender-based discrimination.