The Weekly Buzz: Gender Roles
Society today offers unprecedented freedom for more and more people to live the way they want to live. So why do companies’ expectations—revealed in everything from ad campaigns to marketing personas—stick to outdated gender roles that reality has left in the dust?
Good Girl, Alexa
Artificial intelligence is only as good as the data you train it on. So it’s unsurprising that early iterations of smart assistants embodied stereotypical, submissive roles for women. The CEO of LivePerson made a passionate argument in Fortune for AI innovators to think more carefully about the identities they create for their bots, as well as the roles they put them in.
Stereotypes reveal our expectations: for example, “Pinterest is for women.” To get a better understanding of reality, it’s smart to check the data. Today, 42% of US dads use Pinterest. Dads are 7x more likely than other users—yeah, that includes all the ladies—to search Pinterest for kitchen gadgets. Pinterest dads also love to search for DIY projects they can do with their kids.
What’s the marketing world like for women and other minority groups today? According to data from the Association of National Advertisers (ANA), 67% of marketing professionals in the organization are women and 26% have non-white racial heritage. On the other hand, 45% of Chief Marketing Officers are women and 13% are non-white. In a field transitioning away from employing mostly white men, it’s understandable that leadership role diversity would lag behind the rank-and-file, but industry leaders have expressed their dissatisfaction with slow progress. The ANA is committing to better inclusion efforts.
Maestro Group was founded by women and men together. We believe that the diversity of our team—across every axis, not just gender—adds to our strength. Maestro Group can help you practice positive business values, such as inclusion, in your sales and marketing.