Filling the gap: Women Drive More Than 80% of Purchasing Decisions Yet Only Represent 12% of Creative Directors in Advertising

There is much talk about equity, opportunity and inclusion in advertising, yet there is an often unknown truth about the lack of representation of women as creative directors in the world of advertising and marketing. Ironically, this contradicts what the insights reveal, which is the fact that women hold the power of the purse when it comes to selecting and shopping for products and services, yet the very advertising that is meant to "get to their hearts" is often not ideated nor produced by women.

Advertising and video production is where ideas come alive, and narratives are sculpted to resonate with specific audiences. Yet, a noticeable gap exists: the underrepresentation of women as creative directors. Despite women playing a significant role in consumerism, they are notably absent from the helm of creative decision-making.

The Statistical Discrepancy- While women make up roughly half of the advertising industry's workforce, only about 12.6 percent of creative director positions are held by women. This percentage is even more stark when juxtaposed against the fact that women are the primary shoppers for households, making more than 80% of all purchasing decisions. Women also contribute to 37 percent of the Global GDP and make 91 percent of new home purchases.

The Importance of Representation- Brands constantly aim to connect with consumers on a personal and emotional level. Given that a vast majority of purchasing decisions are driven by women, it becomes vital to ensure that the messaging and storytelling align with their perspectives, experiences, and values. When creative leadership lacks gender inclusion, there's a risk of producing content that doesn't resonate with its largest consumer group, or worse, misrepresents them.

1. Authentic Storytelling: Women creative directors bring their unique experiences, perspectives and heart to the table. This ensures that brand messages and video narratives are more genuine, comprehensive, and relatable. As published by The Drum, "Women are more emotional (and it’s a good thing). Women outscore men in 11 of 12 key emotional intelligence competencies, including emotional self-awareness, empathy, and conflict management.When it comes to creativity, the ability to tap into one's emotions and use them as inspiration is crucial. And studies have shown that women tend to have more robust emotional intelligence than men, making them particularly adept at utilizing their emotions in their creative work."
2. Brand Perception: Audiences today are more conscious of gender roles and representation in media. Brands that champion diversity in their advertising campaigns are more likely to be perceived as forward-thinking and socially responsible.
3. Economic Impact: Given that women drive a significant chunk of the purchasing decisions, it’s only logical for brands to align their messaging with their largest consumer base. Brands that effectively resonate with women are more likely to see a positive impact on their bottom line.

Closing the Gap To address the disparity, agencies need to actively promote women into leadership roles and foster environments that encourage growth, advancement and opportunity. This includes mentorship programs, flexible work policies, and breaking down biases in hiring and promotions. Also, when hiring production companies to support shoots, being intentional about partner and vendor selection that is more representative of the audience in mind.

Representation matters, not just for the sake of "diversity" but for the sake of effective communication, relevance and successful branding and sales growth. With women being the main decision-makers in purchasing, it is time that their presence in creative director roles mirrors their influence in the market. The advertising and video production industries must prioritize and celebrate inclusion to remain relevant, authentic, and impactful. That is why at CULTURE+ GROUP we are beyond proud of a creative team and Executive Creative leadership that reflects not only gender diversity but the multicultural nation we serve. Relevance and inclusion starts from the inside out, not just with a clever script or casting. How does your team look like? Are you walking the talk?