Women Buy 50% Of Products Marketed To Men, But 91% Feel Advertisers Don’t Understand Them

In the words of the great Beyonce, girls run the world, and new stats are just adding to this notion, with research from Terri Sandy in the US showing it’s the girls who are making around 85 per cent of all purchasing decisions.
So why are females so overlooked when it comes to advertising, given it’s the women who hold the wallets and dip their credit cards into all the big ticket purchases?
A total of 91 per cent of women say they feel advertisers don’t understand them, while seven in 10 women go as far as to say they feel “alienated” by advertising.
Interestingly, and yet not all that surprising, women make 50 per cent of the purchases of “traditionally male products” (a label that’s a problem in itself), while they also control 70 per cent of the household spend in the US, from the house itself to groceries and even cars.
The research also showed that women control around 89 per cent of financial decisions, including decorating the house and booking that holiday.
Men are also overwhelmingly dominating the creative departments and their output in adland, and in London, research shows that in 2008, just 3.6 per cent of the world’s creative directors were female.
So over in the UK, The Guardian and the Young Creative Council, an organisation that supports young creatives entering the industry, put out a survey to unveil how the lack of female creative leads affect young women diving headfirst into adland.
Here are their results:
1. Eighty-eight per cent of young female creatives say they lack role models, with the industry featuring very few senior female faces to inspire fresh faced females.
This month, two of the industry’s organisations, Creative Circle and the British Interactive Media Association have signed up to pledges that call for split-gender judging panels in industry awards.
2. Seventy per cent of young female creatives say they’re yet to work with a female creative director or ECD, and other studies are showing that this trend means women are more likely to leave a job in their first year.
3. Seventy per cent of young female creatives are working in a 75 per cent male-dominated department.
4. Sixty per cent of young females say that with late nights and long hours almost considered mandatory, they don’t view advertising as a career that supports young families.
Advertising needs to provide flexible working conditions, the option to job share and what The Guardian calls a ‘returnship’ to get women who leave to come back to the industry.
5. Ten per cent of young male creatives are working in an all-male department. Enough said.
In a trend that no doubt a lot of women relate to, studies have also shown many women won’t apply for a role until they meet 100 per cent of the hiring criteria, an attitude that needs to be adjusted.
The Guardian also advocated for a stronger balance of gender in the hiring stages, with recruiters holding responsibility to put forward a gender diverse consideration set for every role.
Recruiters also need to ensure they’re using gender-neutral language and offering non-gender specific jobs.
Please login with linkedin to comment
Advertising Standards Bureau PartnerReach Restructure The Beef Oracle the seven network YouTubeLatest News

Dynata’s Latest Economic Crossroads Report Shows Consumer Trends From Around The Globe
Across the world, rising costs are causing anxiety and financial struggles for consumers. The worldwide impact of inflation is affecting their outlook and behaviour. More than half of consumers globally are struggling financially because of inflation and the increasing price of fuel, housing and everyday goods. Russia’s war on Ukraine intensifies their concerns around supply-chain […]

InMoment Bring Major Updates To Their XI Platform For Greater Customer Experiences
Making people's lives easier one update at a time. Because nowadays it's all about accessibility, right?

US FCC Commissioner Wants Apple And Google To Take Down TikTok From Their Stores
Anyone who wants to ban TikTok clearly doesn't understand how cool Anna Paul is.

Fullbright Scholar Teams Up With CQUniversity For New Opportunities In Queensland
It's nice to know the Sunshine State might finally be using said sunshine for something productive.

“Talk About Soft!” Mark Levy Blasts The Project Over Interview With Climate Change Activist
The world is actually burning, but sure let's be mad at the protestors.

Best Of The Best Judge, Ben Pellow Nabs Group Sales Director Role At Forbes Australia
Here at B&T, we love to remind you about all the fancy friends we have. Mainly because they never cop to it in public.

Visit Victoria And Endemol Shine Australia Announce New Partnership
The new series will allow Sydneysiders to appreciate Melbourne from their couches, just the way we like it.

Sydney Set To Host South By Southwest Festival For 2023
This comes as part of a wider plan to steal Texan culture, with Sydney set to take on plentiful Cowboy boots and rodeos.

Nine’s Big Dog Mike Sneesby Announces EOFY2022 Bonuses For Permanent Staff
Bonuses were decided after staff declined MAFS merch as a thank you.

Tony Armstrong Reveals The ABC’s Reaction To His OnlyFans Account
Armstrong proving that even a Logie can't save you from boring meetings with your bosses.

Wednesday TV Wrap: MasterChef Owns Demos But Nine Dines Out On The Night
Thank you MasterChef for normalising cooking while crying.

FutureBrand Australia Grows, Makes Two Senior Appointments
Bringing the "future" to Australia's business industry.

Sedona Lands Cinnamon Darvall As Executive Producer
If Sedona can acquire some Milk, Eggs and Flour as well, they'd be on their way to a nice crepe recipe in the C suite.

Jaywing And Frank Digital Nab Rai Campbell For Commercial Director Role
Campbell will be called to drive the Jaywing to success. That's not a phrase out of a sci-fi series by the way.

Are Media Launch Body Positivity Initiative ‘BODFest’ With OGX Haircare
Cause there's nothing that will make you feel better about yourself than seeing Em Rata on stage.

Quantcast Launches New Advertising Solutions For Marketers
With the rate at which Quantcast is attempting to solve problems, Ariana Grande and Iggy Azalea may need to get in touch

Nielsen To Publish Global Annual Environmental, Social And Governance Report
Nielsen is releasing its global annual environmental, social and governance (ESG) report to share information in six key ESG topic areas including diversity, equity and inclusion, human capital, governance, data privacy and security, environment, and communities. The report is designed to demonstrate how Nielsen does what it does with responsibly and with integrity—and how that […]

ARIA And PPCA Welcome Newest Paper From ACMA
Having the word Phonographic in your company name is a sure-fire way to jerk the B&T editor awake first thing.

AO Metaverse And Run It Wild Set New Standards For The Industry At Cannes Lions
Pretty soon tennis games will be played between virtual avatars. Because that doesn't sound creepy at all.

“Always Look For Ways To Challenge Yourself And Grow”: 10 Of The Best With Mindshare’s Chris Solomon
Chris Solomon opens up to B&T, but declines to tell us what washing detergent he uses to keep his t-shirts glistening.

What Businesses Are Looking For When They Hire An Agency
Tips include: wearing a black t-shirt and oversized glasses won't make you standout. A beret on the other hand..

Telstra Names IAG’s Brent Smart As Its Chief Marketing Officer
Brent Smart has landed a very cool new gig, we are talking ripped jeans and complicated coffee order cool.

Introducing Postmatch, A New Sports-Focused Creative Agency
Who better to promote sport than the people who live, breathe and speak about it on a daily basis!

Pinterest Appoints Former Google Executive Bill Ready As CEO
Bet you're not "Ready" for all the changes coming to Pinterest (pun completely intended!)

Facebook And Instagram Remove All Posts Attempting To Sell Abortion Pills
The world of social media is having its own reaction to the many "interesting" things going on lately.

Lighthouse Foundation Partners With Aussie Artists To Bring Awareness To Youth Homelessness
With the art available for just $2, it makes the series affordable even for those bankrupted by the fall of crypto.

Welcome To Microsoft Advertising Where The Key To Results Is Collaboration With Care
Communication is key, people! That's how Microsoft Advertising produces the work that it does.

Gerety Awards Celebrate Shortlist Announcement With BBQ
Awards nights and big outdoor parties go together like greasy burgers and far too much beer.

Lendi Group Expands Media Relationship Appointing Initiative As Media Agency Across Brand Portfolio
One of Australia’s fastest growing fintech, The Lendi Group has appointed media agency Initiative with its media strategy, planning and buying services across its powerhouse property brands and networks Lendi and Aussie. Initiative was previously appointed by Aussie in February 2020, before the brand merged with Lendi becoming Lendi Group.

Azerion Integrates With Inskin Media For Australian Launch
Azerion enters the JAPAC region. Everyone's confused over whether that's a FIFA World Cup thing or not.

Veridooh Launches Independent Verification For Programmatic DOOH Advertising
Simpsons fans across the world can sit down, this particular DOOH article isn't about you lot.

“Speaking From The Heart!” Scott Cam Doubles Down On The Block Influencer Saga
After calling Elle Ferguson and her husband Joel Patfull "a bit unAustralian" Cam offers a heartfelt... clarification.

oOh!media Expands Brisbane Locations, Secures Queensland Rail Portfolio Assets
The digitisation of Brisbane is great for everyone, except those trying to sleep across the road from a billboard.

Kantar Study Shows Native Video Ads Boost Brand Awareness By 26% As Part Of Larger Media Mixes
Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced the results of an independent Multichannel Brand Impact study from Kantar, the world’s leading data, insights and consulting company. eMarketer forecasts show digital ad spending in the U.S. will reach $270B in the U.S. by […]

Next&Co Win SEO Strategy Rights For New Aim
Because if you want to "aim" for success, you need to have the right people beside you.

Triple M Celebrates 90 Years On The Wagga Wagga Airwaves
To this day, no-one in radio will answer our questions on what happened to Triple L and Triple Q.