UN Women director calls on brands to do more to challenge gender stereotypes in advertising
A United Nations director for gender equality in Asia Pacific called on corporations to do more to promote positive roles models for women in advertising this afternoon.
UN Women deputy regional director Anna-Karin Jatfors (left)
Talking at the Responsible Business Forum in Singapore, Anna-Karin Jatfors, deputy regional director for UN Regional, said that while companies needed to address gender bias in their workforces, it was incumbent on brands to promote healthier attitudes towards women.
“It’s not just enough to empower women. We have to do a lot more to address gender norms, whether in the workplace or in communities. This is where women are still held back,” Jatfors said.
“The private sector can do more, not just through value chains, but through marketing and brand work to promote healthier ways of being, and to build role positive models.”
“Can companies think of more creative ways to challenge gender stereotypes?” she asked.
Speaking with Mumbrella after her presentation, Jatfors pointed to the Cannes Lions-winning campaign for Always, ‘Like A Girl’ as an example of how brands had positively shifted the dial on gender equality on a global scale.
https://youtu.be/XjJQBjWYDTs
What a waste of world productivity potential, by promoting people on gender, rather than merit. Deny any innate gender differences. One can only explain the falloff rates of productively improvement in advanced nations from declining human capital output –either ageism of those nations, or the promotion of women stifling productivity enhancements by the stifling of male merit. The history of human accomplishment is dead males, and no women, and still largely is. The Apple iPhone that these chattering fems use was invented by a male, as was the greatest advance of the millennium – the whole tech industry. It’s obvious that not only are the fems immolating the future of many nations by not reproducing, but making us poorer than we would be on the way out.
Yabba Yabba Yabba
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So, to challenge gender norms in advertising we should make work where the woman is the clumsy, bumbling, misinformed fool and the husband is the smart, savvy, hip-to-it character?
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