Celebrating Women Every Day
/As we end March, a month dedicated to celebrating women, I thought I'd speak about the role of marketing in portraying women.
Early in my marketing career, I worked on the branding team for a well-known margarine brand. During one of my first meetings for the brand, the advertising agency came in to show us our finished advertising spot, produced and ready for air.
The ad takes place on an airplane. When a woman flight attendant places a plate of food on a passenger's tray table, he asks her if she has this [brand-named] margarine. She tells him that it's only available in the mega, ultra, first-class section of the plane. And then, she nods at him, indicating that she would let him sneak a peek into first-class. The stewardess opens the curtain to first-class to reveal an opulent harem. In one corner, bare-chested men in Egyptian loins fan a dark-skinned woman sitting on red velvet cushions. At the center, a buxom blond in a low cut dress flirts with a cane carrying elderly man. At the end of the spot, the ordinary man from coach class lays on a massage table, eating a piece of bread topped with heavenly margarine, as an Asian woman massages him.
What the *&$%?
After this meeting, my boss (a woman) pulled me over and asked, "What did you think?" She had a warm smile on her face, proud of the work that the entire team had put into making the ad.
For those unfamiliar advertisement production, the process takes a lot of time, money and resources. A brand strategy is crafted (or honed), then a communication strategy is developed. Then comes the briefing, creative development, testing, a rough cut, more testing, a production, editing, etc...until the final reveal happens.
I looked at my boss and considered how I should answer her question. I was new on the team, and I didn't want to be critical. But, I couldn't hold back my opinion. "I thought it was sexist."
The smile on her face dropped. "Oh, really," she said, dumbfounded.
I pointed out all the problematic stereotypes and the sexualization of women in the ad. She hadn't picked up on any of this. And neither had anyone on the advertising account team, even though all of them were women.
Though the advertising intended to communicate how special this margarine was, its impact was detrimental. The ad contributed to the social narrative that women exist to serve men's desires - whether to provide them with food or satisfy their sexual urges.
I don't remember how long that ad ran. But it profoundly impacted the way I look at advertising and marketing communications, just as the film Killing Us Softly: Advertising's Image of Women had on me as a young student studying marketing. The documentary was based on the lecture by activist Jean Kilbourne who gave countless examples of the damaging impact of advertising on women.
I always think of this early advertising experience and Kilbourne's documentary when I think about how important it is for marketers to be mindful of how they portray women in the media. This awareness also goes for other marginalized groups such as people of color, seniors, the LBGTQ+ community, the disabled.
Rather than fall into the trap of stereotypes, it's critical to seek an accurate understanding of these communities, and to portray them realistically, with the dignity they deserve. As marketers, business leaders and entrepreneurs, we should consciously create, always seeking to portray our consumers in a respectful way.
Here are some big brands that I think are doing a great job in portraying women in positive ways and celebrating women everyday.
Dove aims to change the narrative around women’s beauty. It’s Self-Esteem Project has provided self-esteem education for over 20 years to millions of youth. Dove featured the #KeepHerConfident message during Super Bowl 2025, highlighting the importance of body positivity in sports culture.
REI, a long-time challenger of gender stereotypes in the outdoor industry, promotes women in outdoor adventure in it’s “Force of Nature” inititiave. It provides funding for women-led outdoor programs throughout the year, not just in March.
The women-centric investment firm Ellevest wants to empower women around finances and reduce the gender wealth gap. The brand challenges traditional financial narratives and emphasizes the importance of women controlling their financial futures.
Many brands, big and small, are doing great work in celebrating women and providing a platform for women to thrive. We can all make celebrating women a daily practice. As business owners, we can honor and promote women’s voices, and as consumers, we can support women’s businesses. Let’s celebrate women every day.