Women are invisible for Marketing and Advertising. We make them visible.
The world is made up of men and women.
The world of marketing and advertising is not.
What happens basically is that marketing and advertising are running slow – they handle a 50-year-old paradigm and speak to women as if they were our grandmothers or, worse, as if they were men. They don’t take into account the differences or the fact that women have made significant advances in the last years.
"Since 1970, women have held two out of three new jobs."
Financial Times, 10.03.2006
In most cases, women appear stereotyped, either as sexual objects, homemakers, wives, secretaries and/or assistants (i.e. always subordinated to men). And when this doesn’t happen, they appear with masculine features. Because, clearly, until today marketing and advertising are dominated by men.
"Society is based on male standards and sees women as anomalies deviating from the male norm."
Bi Puvaneu, Institute for Future Studies (Stockholm)
Let’s be honest – how many women identify with the person who is happy with her sparkling floors or dishes? What woman today is content with cooking, ironing or with being only an exemplary mother and/or couple?
The Gender Group thinks this is a great opportunity. In addition, the opportunity is for whoever recognizes this reality and dares to speak to women as women. Because, although it appears obvious, it is not – women are not men. Their brains are different, their bodies, motivations, behaviors and feelings are different. And, of course, so is their consumption pattern.
