Anti-stereotyping isn't about being 'woke'; it's about being more authentic and real

As an industry, we are primarily responsible for shaping how the world sees gender - think women with unnaturally long eyelashes and perfectly coiffed hair in every beauty campaign; it's always mothers cooking dinners and doing the laundry, and its always dad who is arriving home from work 'providing' for the family.

Building on my stories last week, we're also responsible for how many women feel about themselves, thanks to unrealistic portrayals - not a size 8 two weeks after giving birth or playing volleyball on a beach in a white bikini when you have your period? Well, if not, you're clearly inadequate..... if we are to benchmark ourselves against the women we see in ads, on-pack, and billboards etc

As an industry, yes, we need to have more senior women from all backgrounds and need more influential female decision-makers, but it doesn't take oestrogen running through your veins to recognise unreal situations? 

I've sat with many clients, talked about discrete needs and gender-related insights, had great feedback on the work, and then am left disappointed six months later when I see pinkified and stereotyped campaigns coming out?  

So on IWD and with a theme of #choosetochallenge I challenge the oestrogen owners to speak up if something doesn't quite click with you when discussing campaign ideas and initiatives. For the testosterone loaded - think about the women you all know, wife, mother, daughter, colleagues. Are you genuinely portraying women like those you know in a realistic manner? 

Thanks to Marketing Interactive for asking me for my views.

https://www.marketing-interactive.com/explainit-empowerment-and-stereotypes-video