The relevance of Brand and gender-equality
Equality is an issue that affects us all, regardless of our gender, race, or background. Brands have the power to shape how we view the world and how we interact with one another. By promoting equality through their branding, companies can set an example and create a culture that encourages and celebrates diversity. This blog post will discuss the importance of brand and gender equality, and how we all can take steps to support it.
Brand and gender equality are two important and interconnected issues that have gained significant attention in recent years. In today's society, it is more important than ever for companies and brands to be aware of and sensitive to issues of gender equality, both in the way they market their products and in the way they treat their employees.
The current state of affairs
The challenge of moving from theory to practice and words to action has become increasingly pertinent in the fight for gender equality. It is important to determine the overall objective of the program and set milestones to measure progress. In order to meet these goals, initiatives will need to be revised and new iconic initiatives will need to be rolled out.
Women represent over half of the population and are responsible for 70 to 80 percent of consumer buying decisions. This means that calling for diversity falls short of what is needed, and company leaders need to clearly state their commitment to gender equality.
What does brand and gender equality mean?
Brand and gender equality are concepts that encompass both the personal and professional aspects of our lives. On a personal level, it means equal representation in decisions and activities that shape our lives, regardless of gender. On a professional level, it’s about the fair and equal treatment of all employees, regardless of their gender. It also means that businesses should strive to create an environment where everyone is respected and able to succeed and reach their full potential.
Brand equality means ensuring that a company's messaging, marketing materials, and products represent all people equally. This includes not only race and gender but also age, ability, religion, sexual orientation, nationality, ethnicity, and more. It’s about creating an environment where everyone is welcomed and respected, regardless of their background. By linking gender equality to the organization’s collective purpose, companies can begin to close their gender gap and ensure it’s a win–win for all. This is why brand and gender equality has become so important today.
One of the key ways that brands can demonstrate their commitment to gender equality is through their advertising and marketing campaigns. This can include featuring a diverse range of models and actors in their advertisements, avoiding gender stereotypes, and avoiding the objectification of women. Brands that are able to successfully market themselves as inclusive and gender-equal are likely to appeal to a wider audience and can potentially gain a competitive advantage in the marketplace.
In addition to advertising and marketing, companies can also take steps to promote gender equality in their internal operations. This can include initiatives such as equal pay for equal work, offering flexible work arrangements, and implementing diversity and inclusion training for employees. Companies that prioritize gender equality are likely to see a range of benefits, including increased productivity, improved employee retention, and a positive reputation in the community.
Why is it important?
Gender equality is an important part of any healthy society and it's becoming increasingly important in the world of brand marketing. Research has shown that brands that are gender balanced or slightly female-skewed outperform male-skewed brands. Gender-balanced brands are 4% healthier than male-skewed brands and 6% healthier than strongly male-skewed brands. This demonstrates the positive effect that brand and gender equality can have on a company's bottom line.
Moreover, two-thirds of women would skip ads if they felt that they were negatively stereotyping women and 85% of women feel that film and advertising do a poor job of depicting real-world women. As such, it is important for brands to engage with women in a meaningful way, recognizing and addressing their priorities. Making tokenistic efforts will not only be ineffective, but it could also result in missing out on a very significant business opportunity. By engaging with women meaningfully and understanding their priorities, brands will not only contribute to their commercial success, but to society as a whole. Making tokenistic efforts that don’t feel authentic, will mean brands missing out on a very significant business opportunity, and they simply won’t be part of the new society women are building for themselves."
How can you make a difference?
When it comes to this topic, you can make a difference by supporting initiatives directly in this field that involves women in the buying process. For example, you can encourage retail stores to reduce the sensual/social cliché cues that trigger impulse buying in women. You can also make a difference by supporting campaigns that promote gender equity plus raising awareness by discussing the importance of brand and gender equality with your friends, family, and colleagues. Doing this will help to bring about change in the way brands and organizations perceive and interact with their customers.
Having said that, I would like to share some other key points that I think could be activated and integrated perfectly into the DNA of any brand:
Conduct a thorough analysis of their current branding and marketing efforts to identify any areas that may be exclusionary or biased towards a particular gender. This can help brands identify areas where they may need to make changes.
Make an effort to use more inclusive language in their branding and marketing materials. This can include using gender-neutral terms and avoiding gendered pronouns. (Use it with caution and care)
Consider the diversity of their target audience and strive to create marketing campaigns that appeal to a wide range of genders.
Offer a wider range of products and services that are suitable for people of all genders, rather than just targeting specific genders with certain products.
Ensure that their advertising imagery is diverse and representative of all genders.
Train employees on issues related to gender inclusivity and make sure that the company culture is supportive and welcoming to people of all genders.
Engage with the LGBTQ+ community and other marginalized groups to understand their needs and experiences, and strive to create products and campaigns that are inclusive and respectful of their identities.
While there is still work to be done to achieve true gender equality, it is encouraging to see that many brands are taking steps to promote gender equality and inclusivity. By using their platforms and resources to advocate for gender equality, these brands are helping to create a more inclusive and fair society for all.
