by Sam Swaine (@samswaine) This is not a diatribe against men and this sentence shouldn’t evoke the same response as someone saying “relax” when you’re in a white rage (or, similarly, “don’t move” when you’re in a game reserve). This rhetoric is intended to be a balanced review highlighting a topical subject matter in which both men and women are participating and taking a proactive stance in stamping out gender inequality (thanks, Harvey).
Pay gap
It recently came to light that JWT UK’s pay gap favours men by 45%, according to a survey conducted by WPP, highlighting the controversial issue of gender equality in the media industry and beyond.
The marketing approach to men vs women has become an inaccurate science. Specifically, with regards to the media industry, women perform the same jobs as men, which require the same responsibility and execution — yet, when it comes to cost to company, they’re generally (according to the abovementioned survey) included as a more-economic option. But both genders pay the same amount for a bag of groceries, a car or an eyelash tint, the last time I checked.
Why is it that women in media as a holistic industry have to fight so hard against gender bias and pay equality?
Freethebid.com
A global movement called freethebid.com has arisen, an initiative that is spearheaded by women and men encouraging advertising agencies and production houses to take a ‘chance’ on women in the media industry. According to research on the website, global statistics cite that there are less than 3% of female creative directors worldwide and, furthermore, less than 7% of female directors. The industry needs a sharp awakening when it comes to women’s capabilities and decision-making processes as being equal and effective.
But the news is not all bleak. Men are playing a critical role in exterminating the outdated perception that women are considered in any way less valuable in the workplace, and are taking the podium in joining the misconception to expunge the pernicious trend of gender inequality. Men across all networks and industries are working collectively and individually towards advancing gender justice and equitable relationships. Diversity in the workplace is becoming a glaring issue; if anyone in any industry thinks there is any kind of meritocracy in any socio-economic environment, I’d advise them to begin smoking their socks.
Just as with racism, homophobia or religious discrimination, it’s not just the disenfranchised who must fight the good fight. The approach must be one of collaboration and inclusiveness.
Critical role
Gender equality finally taking centre stage has been a long time coming and, with all of us working in such an influential industry, it means we need to take a pervicacious stance to eradicate the misperception that women aren’t as capable as men. As marketeers, we play a critical role when it comes to setting the public agenda and this is going to require a cross-gender effort. Namaste.
Sam Swaine (@samswaine) is an independent marketing, PR and digital strategist. She also writes for other publications with a focus on arts and culture and emotional wellbeing.
“Motive” is a by-invitation-only column on MarkLives.com. Contributors are picked by the editors but generally don’t form part of our regular columnist lineup, unless the topic is off-column.
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