Men! We Need You. We Always Have.

Men! We Need You. We Always Have.
SHARE
THIS



When Bec Brideson brought the idea to The Misfits (publisher of B&T) to bring the famous 3% Conference to Australia, we knew it’d be a great thing to do. What I was perhaps less ready for was the emotions it evoked in men.

In many ways, the equality and inclusion revolution sweeping the world is a little like climate change and fossil fuels. Coal’s cheap, effective and its impacts are slow to register and hard to measure. Subsequently, there’s still plenty of climate change deniers out there.

Why has the argument taken so long to register? Because doing nothing is easier. Dr Susan David will explain the science behind that at 3%; change is hard.

But then along came Elon Musk. Musk saw the big picture. Rather than a compliance issue (reduce carbon emissions and so on), he saw a business opportunity.

Through SpaceX, Tesla and SolarCity he built three different businesses all of which nearly bankrupted him at one time or another, but which all sat within the same vision of a cleaner, greener future being an inevitability and therefore something to pursue doggedly.

Not only has he shocked three of the most entrenched industries along the way, the automotive, power and aerospace industries, he’s revitalized parts of the American manufacturing industry. Dare I say, he’s set a path to make America great again.

Meanwhile, his competitors, who once blew him off as sitting somewhere on the spectrum between complete nut job and small annoyance, have been caught with their pants down and have years and years of R&D, facility builds and what not to try and catch-up.

It’s like Apple’s launch of the iPhone. Nokia, Samsung, HTC didn’t see it coming and it took them years to get their first smart phones on the market. By then Apple’s market dominance was complete.

In our world, marketing, communications, advertising, selling stuff, call it what you will, the winds of change are every bit as evident that something needs to be done.

This isn’t a compliance issue, this is an opportunity. Yet like climate change deniers, we’re not really doing anything about it. We’re still acting in a compliance mindset. Women in senior roles remains stubbornly low and pay equality remains 50 years away. Really? And justifications and excuses are rife.

You would have seen we ran a survey to gather Australian data for 3 per cent. Of all the respondents, 18 per cent were men. Similarly, of all the tickets we’ve sold thus far to 3%, excluding sponsors who haven’t allocated tickets to individuals as of yet, only a small fraction of delegates are men.

What’s this tell me? I’ve failed thus far. I don’t want 3% to be a room full of women. Women get this. They know what the reality is. They make 85 per cent of all purchasing decisions yet we keep making ads for them made by men.

So yes, I have failed to successfully position this issue where I’ve been trying to. This is not a compliance issue, this is an opportunity. It’s a glimpse into the future. Coming to 3% gives men a chance to get the inside running on what the future looks like. And to play a part in it.

And the future of course isn’t just a female narrative. It’s an inclusive and diverse future. The recent census data showed the typical Australian family is becoming so hard to find it’s bordering on a myth or at least an endangered species.

Last week, Big W’s new ad went to air featuring an Asian Australian as its protagonist, and I sat up and took notice. Such is the rarity of things like that.

So, finally I come back to where I started? Why are we bringing the event to Australia? Why does B&T and the Misfits care? When Dan Uglow and I took over running this business nearly five years ago now, we saw the polar caps of publishing melting. In fact, we were under water.

We realised the old way of doing things was over. Sadly we’re probably not visionary enough to claim to have just jumped on an opportunity, we had a burning platform to get off of.

We realised, having a community media asset didn’t mean you could just sit on the sidelines and hang shit on everybody. We realised we had to become part of the community not just comment on it.

And for us, the first thing we did, and most of you have heard me say this ad nauseam, is we said we wanted to be the industry’s friend. We wanted to face the challenges together and work with you as a team. Pretty quickly, gender and diversity crystallised as two of the nettles the industry needed to grasp.

There’s no question The Misfits will take a hit on 3% this year, but that’s okay. We’re in it for the long haul and we want to be at the centre of the transformation that’s coming in years to come.

And that’s why I’m writing here: because we want your help to get this message out there. This is an opportunity. And we’re here to help you too.

So men, if you’re feeling this is a conference where you’ll be tarred and feathered, nothing could be further from the truth. You always have been crucial to the solution. You’ve always been crucial to the future. This isn’t about inclusivity and your exclusion, it’s about bringing everybody together. So please, buy your tickets today!

3% Conference banner

 

3percent_Sponsor_block

 

Please login with linkedin to comment

3% Conference 3% Conference Australasia Designworks

Latest News

me&u Appoints Clementine Churchill To Head Of Marketing
  • Marketing

me&u Appoints Clementine Churchill To Head Of Marketing

me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy
  • Marketing

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy

MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes
  • Advertising
  • Marketing

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes

New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]

Dir David Attenborough’s Life Stories Launches On LiSTNR
  • Media

Dir David Attenborough’s Life Stories Launches On LiSTNR

Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]

Menulog Makes Key Marketing Promotions
  • Media

Menulog Makes Key Marketing Promotions

Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst
  • Media

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst

ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]

Australian Radio Industry Joins Global Working Group On Android Automotive
  • Media

Australian Radio Industry Joins Global Working Group On Android Automotive

The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health
  • Media

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health

For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue.  From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]

Thrive PR Wins SodaStream Account
  • Marketing

Thrive PR Wins SodaStream Account

The farting in the Thrive PR office rises expodentially after the agency snares the SodaStream business.

Businessman using tablet payments online shopping with speed icons customer and data network connection on virtual screen.
  • Marketing

62% Of Shoppers Doing Most Of Their Purchases Online: BigCommerce And PayPal Report

Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]

New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]