Bringing Gender Equality into the Equation
The year since I moved to New York City has been full of excellent cocktails, revolutionary retail spaces, and riveting innovations — and I’ve also been enlightened with feminist insights, which is something less prominent back in London. Here in the US, no industry has been left unscathed by #MeToo, female-empowering organisations like WIN are making the scene and gender-neutral bathrooms in high-end bars are steadily becoming the norm. The influence of gender in day-to-day life is impossible to ignore.
It’s clear why this is has intensified recently (the list is extensive — think Trump, Weinstein, R. Kelly…) but when my friend casually requested a “girly” cocktail at a bar here — “you know, something pink and kind of sweet” and received a disapproving look from the waitress in return, it suddenly dawned on me how involved people are on the subject; If a cocktail order is enough to trigger someone, what are the other implications?
I’m definitely not your pure, textbook-definition feminist. But simply put, I see gender roles and sexism all the time. I still hear women apologetically announce a pregnancy at work while fathers-to-be get congratulated. Financial Times just reported that the gender pay gap has increased in the UK for industries like education. A member of a J-pop girl band was forced to apologise to the public for “causing trouble” by going public about being assaulted by two men in her apartment. The news — and our world — is still full of examples of women being treated as “less than”. As brand strategists, there isn’t anything we can do to solve the gender pay gap overnight, but that doesn’t mean we’re powerless. Brands, with their amount of influence and touchpoints with the consumer, have the ability to make a real difference here.
There are some brands that have really set an example already. Earlier this year, L’Oréal launched a series of ads showing why female leaders are “worth it”. Nike filmed the inspiring ad “Dream Crazier” narrated by Serena Williams, which shone a spotlight on female athletes. Limited-edition Jane Walker was rolled out last year to raise awareness around gender equality and representation, just to name a few. There are also subtler ways to make a difference; Le Labo and Byredo both have gender-agnostic fragrances. (Who decided woody notes were for him and florals for her anyway?). Representation matters, and every activation is an opportunity to say something.
Photo Credit: Nike News
But this has to be done with caution. Feminism isn’t about having a marketing “moment” — it represents a shift in thinking, and if brands try to cash in without having done the work, consumers will notice. Audi was criticized for leveraging female-empowerment messages in a Superbowl ad and many found it to be “disingenuous coming from a brand that has never taken a stance on the topic in the past”. On the other side of the coin, Victoria’s Secret — once the name in the buyable version of femininity — has lost interest from modern women because they’ve failed to redefine that formula. It’s no surprise that VS has been forced to start closing shops, and women-empowering lingerie brands like Savage x Fenty, Neon Moon, and Third Love are growing exponentially.
Don’t get me wrong — I’m not recommending that everyone should turn their brand upside-down for the sake of speaking up. But if you see an opportunity aligned with your values, a hook — seize it. If femininity or masculinity is rooted in some way in the heart of your brand, this could be the perfect moment to do something powerful by subverting the gender stereotypes so pervasive in the world of marketing.
I’ve spent a lot of time thinking about this and discussing it with other thought leaders in the branding realm and wanted to share some of my learnings on how brands can address gender equality in an authentic way, hoping it will spark some passion and encourage some of you to take measures yourself.
Rules of Femgagement:
Carefully consider the stance you take: You’ll be inviting criticism, so think carefully if you are going to support a cause.
It’s not about the hashtag: Don’t do it to be “woke” or for the “gram”. Consumers will spot the insincerity.
If you talk the talk, you need to walk the walk: Taking example from Audi, make sure that the stance you take is baked within your brand, not just sprinkled on top. Make sure you practice what you preach in every aspect of your organization.
It doesn’t have to be gender neutral: There have been lots of talk about gender neutrality and fluidity to support gender equality, but this doesn’t necessarily work for your brand. If that’s the case, consider ways you can celebrate true femininity (or modern masculinity) only in the way your organisation can.
Design for equality: Don’t fuss too much about ‘stereotype’ design for your product. It’s not “bad” for a women’s product to be pink, just like there’s nothing wrong with a woman drinking a sweet cocktail. The problem is when brands assume that it has to be pink if it’s for women (and it totally doesn’t!) Ensure your messaging and the values you stand for are honest, powerful, and persuasive and the rest will follow.
Does supporting gender equality not feel right for your brand? That’s okay. There are plenty of other causes you can stand for.
If there’s a time to defy norms and stereotypes, it’s definitely now. Say something bold. Make a change. Take a moment to pause, reflect, approach things a little differently — and challenge brands to do the same.
Anyway — thank you, Disapproving Waitress, for making me contemplate this topic a little harder.
