Thanks to the struggle of the women who preceded us, on March 08, International Women's Day is celebrated.
It is common for brands to use the media and social networks to put women in prominence on that day. That's because the date leverages sales and trade. Research conducted by Bridge Research shows that Brazilians intend to spend around 271 reais on this date.
According to historian Mary Del Priore, the female image has been explored since the first advertisement for “Cerveja Cascatinha”, in 1900. The brand used ten women who indicated the letters of the word Cascatinha with the slogan, “The National Beer – the best beer” .
The Fidalga ad, whose slogan “A Cerveja da Moda”, showed a woman dressed in long, modest clothes, pointed to the product, associating the beer with a more select audience.
While the “Yolanda” cigarette package from 1915, had a female image in an erotic pose, the breast exposed and covered only with a transparent veil.
How are women represented in advertising?
These women are represented in a process of ritualization. It is common for advertisements to show the woman's body, one piece at a time.
Women are delegated patterns of representation linked to the sexualization of the body and the preservation of a socially constructed "femininity". This representation uses the argument of being “natural” to justify the secondary social roles assigned to them.
Faced with the empowerment of female identity heightened by cultural and social transformations, the traditional regimes of women's representation began to be contested.
Stuart Hall highlights the increase in acceptance and celebration of difference, which was previously tried to be fixed as a negative meaning. This strategy builds a positive identification of what was previously seen as something bad.
Currently, companies, attuned to social demands, seek to diversify the standardized image used for decades.
But is there really a representation of the diversity of our country in these actions?
We have an advanced discussion about space for women, but companies rarely pay attention to their particularities.
See the data:
- 74% of Brazilian women appearing in advertising are white, with 54% of the population being black;
- The LGBT population appears in only 0,33% of the campaigns.
When the debate comes up, some leaders partially bet on the racial issue with one or two black women. However, obese women, women with disabilities and LBTs (Lesbian, Bisexual and Transgender women) are hardly taken into account.
The situation is even more complicated when it comes to indigenous representation. When was the last time you saw an indigenous woman in a position in companies, or even in advertisements?
There has been progress in the fight for women's rights, but there is a long way for all to be represented in advertising and occupy spaces of power in society.
International women's day: female representation in digital marketing
International Women's Day was proposed by Clara Zetkin in 1910 at the II International Congress of Socialist Women.
Far from what the socialist had hoped for today, the date is more commercial than political. On that day, brands invest in marketing strategies, aiming to generate empathy and bring brands closer to their consumers.
However, 65% of women do not feel represented by the advertisements created in Brazil. This figure is surprising since they represent 85% of the purchasing power.
This lack of representativeness can be explained in the team format of marketing companies. Both the advertising market and marketing in general suffer from the lack of female professionals in the creative sector.
The issue of women's representation in marketing has always been debated in women's struggle movements. Especially around the 60s and 70s of the last century, when the power of the media over the definition of gender roles was realized.
After all, we cannot deny that the mass media are, without a doubt, a social place for the construction of identity. They pass through and consolidate ideological definitions of different age groups, ethnic groups, class and culture.
Does the media represent or reflect reality?
We know that marketers are not mirrors that reflect reality. There is a construction of what will be presented in your campaigns.
About this action, the theorist and sociologist Stuart Hall, points out that an active work of selecting and presenting, of structuring and shaping, does not refer to merely transmitting the already existing meaning. But to the active work of making things meaningful.
Thus, marketing agents, whether digital or traditional, have access to the demands of the female public on a daily basis and must respectfully choose how they will represent Brazilian women.
The problem is not just what marketing campaigns say about women, but how they say it. The diffusion of stereotyped and unrepresentative messages of women in society is still common.
If you think that just an image and a message on March 08th is enough, you are completely mistaken. The woman as an active agent of success has to have a place in the day-to-day of your company, not just in exceptional cases.
Not to mention that women are super influencers in the digital environment and excellent employees. Women have unique and essential characteristics for digital marketing. We talk about this subject in the next paragraphs.
Digital Marketing and women: how does this relationship work?
The internet created new business models, which opened up a wide variety of opportunities.
Therefore, the use of digital media for transactions in the market is already a regular factor in people's daily lives.
As a result of this new trade bias, many companies started using the web to boost their sales. Therefore, there was an increase in competition.
As a result, the need arose for the use of digital marketing industry to create competitive advantage for companies.
The importance of social networks for proximity to customers and positive business conclusion. But what many companies ignore or despise, is the importance of women in this process. Women spend about 30% more time on social networks than men.
In recent decades, women have undergone several behavioral changes linked to values, customs and lifestyles.
There were breaks with what was imposed. The way they see the world and pursue their dreams has changed and continues to change.
A fact that reflects this scenario is that in June 2019, 33 CEOS of the largest companies in the world were women.
According to the 15th edition of the International Business Report (IBR) - Women in Business 2019, Brazil is on the list of the ten countries with the most women in leadership positions. According to the survey, 93% of the companies stated that women occupy leadership positions, most of whom are CFO, Human Resources Director and CEO.
Since women are one of the pillars of market growth, both as professionals and consumers, it would be a shot in the foot not to tailor their marketing to this audience.
Some points that your marketing team should understand about the XNUMXst century woman:
- The female audience is in constant search for news.
- It represents a significant percentage in the labor market.
- The consumer market was occupied by women with an average age of 50.
- They are usually successful, independent women, with an intense social life, concerned with the health of their bodies and minds.
- He never tires of studying and aims to achieve professionally.
- They are detailed and use platforms such as social networks, e-mails, cell phone messages.
- They are more likely to be loyal to the same companies, on the other hand, they take a long time to choose which product to consume.
Now, the role of women in digital marketing happens in two ways, they are customers, but they are also excellent professionals, with a sensitivity that is indispensable in the area.
Women play three roles in the Online and Offline marketing:
- Information collectors: They research a lot before closing the deal, they talk about the brand. In addition to seeking opinions from family, friends and are more open to receiving help from others.
- Influencers: The influence created by them is great and at work.
- Market share: The participation of women is increasing, to access even larger markets, brands will need to go through the comprehensive decision-making process of women.
In view of this, create an agenda that represents and respects women in all their diversity. Effectively, be careful with the content that your company creates and shares. Because, sexist material and that spreads common sense, will be harmful to your company.
For more texts, visit our blog !
