[Part 1 of a 3-part series on women in marketing]
Professional women are often told that if there’s a will, there’s a way. If we seek to climb the corporate ladder, all that’s required of us is to “lean in,” as Sheryl Sandberg says.
Assuredly, there are many women seizing high-powered positions in marketing across government and industry sectors – which is fantastic. But as an increasing amount of evidence indicates, there is still a serious gender imbalance holding us back from an equal division of leadership in the field.
Unfortunately, there are no signs of improvement on the horizon.
Women make up over 80% of all household purchasing decisions, thusly holding the vast majority of purchasing power in the Western world. As a result, we make up the largest primary target audience for the world’s largest marketing campaigns.
Ironically, 91% of women say that they feel misunderstood by marketers. Seems rather counterintuitive then, that the gender pay gap in this industry is still widening rather than narrowing, when women are the ones this industry aims to speak loudest to.