Women. We are everywhere. Being bloody difficult. We are Prime Minister. Maybe President of the USA. Leaders of the political parties in Scotland. The ex-Head of Mossad thinks we make better spies (because we are better at suppressing our egos in pursuit of the goal). In Russia and China we are all over the boardrooms.
But really we are just ‘busy, working Mums’, aren’t we? That’s what you might believe if you were an alien and you just turned on the TV during the adbreaks. This year at Cannes Lions, Unilever presented a major piece of research, finding, among other things, that only 1% of women in adverts were depicted as funny and only 2% as intelligent. It immediately vowed to drop sexist stereotypes from its ads. Last month the New York Times printed a clarion call headlined, ‘Childless women to marketers: we buy things too’.
There’s something in the air, isn’t there? Girl power 2.0 = women power. A surge. Take J. Walter Thompson, the advertising giant, which launched its Female Tribes last month. Rachel Pashley, the initiative’s Global Planning Lead, became hugely ‘frustrated when another creative brief came across my desk referring to women as ‘busy, working mums’’.
Potentially this is big news for the way you will be reflected back at yourself: just think about the world seen from a female perspective. Imagine, say, financial products created around a woman’s different mindset, rather than designed through a male lens and then slightly adapted. Like the credit card marketed to high net worth women in China. It had roses on it. FFS. Stop pinking it, and shrinking it.
Instead JWT sees us for what we are: Social Pioneers, Female Entrepreneurs, Alpha Females, Late Starter Mums and Not Moms to name a very few. We are evolving all the time. And someone, somewhere is starting to notice…