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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)

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.

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