Revamping Gender Bias in Branding Strategies

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Representation of both men and women in different aspects of society such as film, media, business, cultural leadership, and politics is no longer seen as a radical idea. However, the actual situation still does not meet this goal. We may desire equality, but I believe that we will not truly improve gender representation until we question the value we place on different characteristics of archetypes.

Some individuals dismiss the use of archetypes in brand development as being

I don't buy into the stereotypical, superficial ideas. I truly believe in the power of images to evoke deep emotions from our subconscious. The limitations we see in these images are a result of the cultural norms we've inherited, especially around gender roles and qualities valued in Western society.

When Carl Jung first introduced the concept of archetypes as universal symbols or patterns within our unconscious, he meant for them to be gender neutral. However, our cultural conditioning has introduced bias into these archetypes. Take a moment to think about what comes to mind when you hear the words hero, ruler, every-man, outlaw, magician, explorer, jester, or creator.

If you grew up in the UK in the 20th century, chances are that the images you saw were mostly of males. A simple Google image search confirms this bias, showing mostly pictures of men in powerful roles while portraying women as lovers, caregivers, or naive and devoted individuals. The gender stereotypes are deeply ingrained, but what's equally concerning is the skewed representation of roles towards the masculine side.

An analysis of over 2,000 English-language advertisements from the Cannes Lions archive in 2017 revealed that men receive about four times more screen time than women. Additionally, ads featuring only men were five times more prevalent than those featuring only women. These patterns remained consistent from 2006 to 2016.

Jung, known for his brilliance, built upon the scientific inquiry established by Aristotle, the forefather of logic and reason. Aristotle introduced the scientific method, which has greatly influenced Western culture. Despite his contributions, Aristotle held misogynistic beliefs, asserting that women were unfit to contribute to society and should be controlled by men. The archetypes we have inherited are rooted in his pantheon of Greek gods, where major goddesses were created as fully developed women by men.

service of men.

The exciting news for our industry is that images are rebalancing our brains and feminising the world.

Hera, the goddess of marriage and childbirth, was born from her father Cronos's stomach. She was saved by her brother Zeus. Athena, the goddess of strategy, politics, and warfare, emerged from the forehead of Zeus. Lastly, Aphrodite, the goddess of love and procreation, came from the white foam of Uranus's genitals.

In Professor Leonard Shlain's book 'The Alphabet Versus the Goddess', he suggests that the oppression of women began when societies transitioned to using written language, disrupting the balance between the two halves of the brain.

According to Shlain, when a culture adopts an alphabet, there is a period of chaos where women are devalued. This is because the left hemisphere of the brain, which is dominant in language processing, seeks to suppress the right hemisphere. This suppression is evident in the erosion of women's rights, a disdain for non-verbal communication, and the marginalization of feminine deities.

Research suggests that women tend to have more balanced hemispheres, whereas men often exhibit left-brain dominance. Additionally, it has been found that the male eye is inclined towards fine detail, while the female eye has a greater capacity for perceiving a wide range of colors.

Our societal emphasis on reading and writing has led to a bias that favors men over women. This bias is further perpetuated by the traditional archetypes proposed by Jung, which are based on logical division and dichotomy. However, these archetypes are not in line with the holistic and integrative nature of creative thinking, nor do they align with what are typically considered "feminine" attributes.

The cultural landscape is constantly changing, with a shift from traditional linear texts to a more visually focused world.

Exciting developments in our industry show that images are playing a significant role in reshaping our minds and society. For centuries, our culture was centered around lengthy religious texts, but now we are immersed in a visual culture. Cinema surpassed church attendance just six years after its creation. On a daily basis, the average person is exposed to around 10,000 advertising images, and watching television activates the alpha brainwaves that enhance creative thinking. This presents us with a unique opportunity to shape consciousness.

Addressing bias in media usage

Have you ever thought about how we can use images to spark our creativity? Do you find yourself relying on a simple sheet of paper with carefully chosen words during briefing sessions? How often do your conversations with clients take place through email? Do you spend a significant amount of your day staring at a screen, analyzing data, and categorizing audience and competitor profiles into rigid boxes?

To address gender bias in advertising, it is important to activate the right brain daily for emotional stimulation and a broader perspective. Incorporating images and fitting music in briefs can help with this. Instead of relying solely on email conversations, try using video technology and encourage physical movement. Taking your team out of the screens and into an environment that reflects your brand world can also be beneficial. It is essential to cultivate cultures that promote collaboration over competition.

When it comes to archetypes, traits should not be divided into male versus female but rather seen as part of an endlessly diverse spectrum of qualities. For example, ruler brands can embody deep compassion and wry humor. Mothers may have a saucy side and fiercely defend against injustice. The wise old mystic could possess access to magical forces that have the power to heal or destroy.

Archetypes reflect our subconscious and evolve along with our culture. If we want to change our culture, we can start by changing the archetype model that shapes it. Instead of promoting only masculine characters in advertising, we should avoid thinking in strict opposites. As identity becomes more complex and unique, brands and brand-building strategies should adapt accordingly.

Vaila Robertson is head of strategy at Kitchen and author of Moving from Maiden. @vailarobertson

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