Brands need to wake up to the true value of women’s sport
Helen JamesDespite all the noise brands are making around women’s sport, too few are putting their money where their mouth is and really backing female athletes and teams.
Helen James
We mustn’t let the seductive siren call of AI lure the industry back in time
Helen JamesWork must be done to clean up the bias in data that is fed into many AI tools or the industry risks going backwards.
Brands have a vital role to play in shaping the conversation around women’s health
Helen JamesWomen’s health is a $1trn per year opportunity yet brands are still failing to represent and communicate to women in a meaningful way.
Scared of a backlash? It just means you’re pushing in the right direction
Helen JamesNot everyone will always like it, but addressing cultural tension with genuine creative tension is the only way to drive real change.
Powering through is no longer an option, it’s time to make change happen
Helen JamesLast year was dubbed the ‘Year of the Girl’ but with marketing’s gender pay gap stuck at the 16% mark and women revealed to be taking on more additional responsibilities than men for no extra pay there is clearly still work to be done.
Are brands better off reflecting reality or pushing boundaries at Christmas?
Helen JamesHeads up, this column is about Christmas ads. If you’ve already seen more analysis than you can bear, look away now. But if you’re a woman with a festive to-do list as long as your arm, you might want to read on.
If the automotive industry wants to grow it needs to target women
Helen JamesOver half of female motorists don’t feel seen by motoring marketing comms. If the industry wants to grow in the face of a clampdown on petrol vehicles perhaps it’s finally time for women to be targeted.
Fashion brands need to be prepared for a gender-fluid future
Helen JamesGender-fluid fashion is reaching a cultural apex so mainstream fashion brands looking to capitalise on its growing popularity need to be prepared to speak about it authentically – and with confidence.
Four key elements characterise a successful approach to ’cause-infused’ marketing
Helen JamesWhen purpose is done right it has the potential to be an absolute winner – Mattel and Orange are two examples of how from this summer. But what precisely does ‘done right’ mean?
Brands, give women a sporting chance
Helen JamesOn 22 July, the Lionesses begin their World Cup quest and girl, I can’t wait. But up until last month, it seemed we, the British public, wouldn’t be watching.
Marketers have a big opportunity to help fix the financial inclusion gap
Helen JamesWomen hold an increasing portion of the UK’s wealth yet many lack financial confidence. It is incumbent on financial institutions to remove this confidence gap and marketers have an important role to play.
What a challenger mindset can teach legacy brands targeting women
Helen JamesBusinesses looking to better target women should pay attention to three key areas where disruptive brands excel.
Casual sexism hidden in everyday language is doing untold damage
Helen JamesHysterical versus passionate, pushy versus ambitious, bossy versus assertive; the use of certain language in marketing is perpetuating everyday sexism.
Marketing’s gender pay gap: Without quotas the clock will only turn back
Helen JamesThere are many intersecting causes for marketing’s gender pay gap – and the fact it has got worse – but failure to address it now will only exacerbate the issue.
If body neutrality is the new body positivity, what does it mean for marketers?
Helen JamesWhile it won’t come down to marketers alone, our industry does have a role to play in helping shift the focus from body positivity to body neutrality, which means forgetting ideals, letting go of so-called flaws and letting people just be.
Marketers have a role to play in levelling the gender health gap
Helen JamesWhile marketing alone won’t be able to close the gender health gap, it can certainly help to increase awareness of female-only health issues and remove taboos, which is definitely a step in the right direction.
Is age the final diversity frontier for marketers?
Helen JamesWith so few people aged over 50 working in marketing, is it any wonder those in their later years – and particularly women – feel underrepresented in advertising? Marketers need to double down on audience research to truly understand this vast demographic.
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