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In today’s Creator Economy women are leading men. There are more women creators and more women of influence in this sector, but it has not always been the case within the marketing & advertising world, in fact, although the industry has evolved it is not on the same level for both men and women. This in part, has to do with history.
A Reflection Back
Women have played a significant role in marketing and advertising throughout history, with their representation evolving over time. In the early days of advertising, women were often portrayed as housewives or sex objects, reinforcing traditional gender roles and stereotypes. However, as society changed and women entered the workforce in greater numbers, advertisers began to adapt their messaging to reflect these shifts.
One notable example of this evolution is the “New Woman” or “Superwoman” stereotype, which emerged in the 1960s and 1970s to represent the working woman. This image was a glamorized version of the modern, independent woman who could balance a career and family. However, despite these changes, women continued to be objectified and sexualized in advertising, with sex often being used to sell products.
A Contemporary Movement
In recent years, there has been a growing awareness of the need for more diverse and authentic representations of women in advertising. Campaigns like Madonna Badger’s #WomenNotObjects have challenged the industry to move away from objectifying women and towards more empowering and respectful portrayals. Econsultancy collected lots of brilliant and influential campaigns including:
Smirnoff and Spotify – The Equaliser:
In 2018, Smirnoff partnered with Spotify to promote gender equality in music by creating an API that analyzed user data to provide playlists with an equal number of male and female artists
H&M – She’s a lady: H&M’s 2016 campaign:
She’s A Lady, challenged stereotypes by encouraging women to express themselves fearlessly through fashion choices, breaking gender norms
Western Union – #TheRaceIsOn:
Western Union’s campaign for International Women’s Day celebrated education for girls, highlighting their aspirations like becoming the first female president or astronaut.
Today, women are increasingly taking on leadership roles in marketing and advertising, with many trailblazers working to create more equitable and inclusive workplaces. As the industry continues to evolve, it is essential to ensure that women’s voices and experiences are heard and valued in all aspects of marketing and advertising. Several initiatives have been created to ensure this happens including the following;
- SeeHer: SeeHer is committed to increasing the representation and accurate portrayal of all women and girls in the marketing and media industry to achieve gender equality and drive business growth1
- The Female Quotient (TFQ): TFQ is a key partner in the SeeHer movement, working towards increasing the accurate portrayal of women in media and advertising
- She Runs It: She Runs It is an organization focused on advancing women in marketing, media, and tech through leadership development programs and industry recognition.
- Women’s Leadership Council (WLC): WLC provides resources and support for women in leadership positions within the marketing and advertising sectors.
- The 3% Movement: This movement advocates for gender diversity in advertising agencies, aiming to increase the number of female creative directors.
- Women’s Media Center: An organization that works to make women visible and powerful in media by promoting accurate portrayals of women.
- Women in Marketing (WIM): WIM is a platform that provides resources, networking opportunities, and mentorship for women in the marketing industry.
- Advertising Women of New York (AWNY): AWNY is a community that supports and advances women in advertising through networking events and educational programs.
- Women in Communications, Inc. (WICI): WICI is an organization that advocates for women in all fields of communications, including marketing and advertising.
- Women’s Advertising League (WACL): WAL focuses on promoting gender equality and empowering women within the advertising industry.
This is just a short list relevant to our industry but there are many more. Together, they are driving change in the industry.
Women in the Creator Economy
The creator economy has become a vibrant space where women are making significant strides, challenging norms, and reshaping industries. This article delves into the empowerment, challenges, and success stories of women in the creator economy, drawing insights from various sources.
Women creators are not just numbers in the creator economy; they are trailblazers challenging traditional gender roles and increasing female representation
Nearly two-thirds of creators are women, showcasing their substantial presence and impact in the industry globally
These female creators bring diversity to various niches like fashion, lifestyle, and DIY, infusing their content with unique perspectives and personalities.
Despite their successes, women creators encounter challenges such as balancing personal and professional lives, unequal compensation compared to male counterparts, and navigating platform standards that may limit creativity and authenticity5
Industry Insights
The creator economy is projected to reach a value of $480 billion by 2027, highlighting the immense economic opportunities within the industry and over 207 million content creators.
Women founders have been breaking through in an industry where funding often favors men, showcasing resilience and innovation in launching successful startups within the creator economy.
Inspirational Stories of Women
- Janea Brown: A creator who found her voice during quarantine, inviting followers into her personal life while sharing stories about life in her 30s and travel adventures
- Wendy Lui: Embracing her quirks to offer a unique mix of personality and content in the sewing niche, demonstrating that there is always room for individuality and innovation
- Sima Gandhi: Founder of Creative Juice, providing financial tools for creators to manage their finances effectively and empowering other women to envision themselves as future startup founders
- Jennifer Phan: Co-founder & CEO at Passionfroot, a platform that helps creators save hours of mind-numbing admin every week, kick-start whole new streams of income and manage your business in one place.
- Mimi Adamczyk: A young Foap creator from Warsaw. Poland who learned to express herself on camera to express her creativity, and build a side hassle that supports her dreams.
So many women succeed in the creator economy not only in forming their own business but using different intermediating companies like Foap that specialize in connecting creators with brands and companies looking for their special talent. For example, Foap boasts having 4.5 million creators around the world in 200+ countries and half are women.
Women in the creator economy are driving innovation, challenging stereotypes, and carving out their paths to success despite facing obstacles. By amplifying their voices, addressing gender disparities, and fostering inclusivity, the creator economy can continue to thrive as a diverse and empowering space for female creators.
