Thanks to all who made it along to our event with 72andSunny and Lion in Sydney yesterday, exploring how women are portrayed in culture and how brands can engage with modern Australian women through gender literacy...
You can read more about it in this Campaign piece, and we’ll have a follow-up report to share soon. But, meantime, here are some of the key themes in how to integrate new narratives of womanhood in comms work.
1. Interrogate your narrative
Avoid ‘woke washing’ by taking a hard look at your brand narrative, making sure your internal and external stories align, and committing to real change.
2. Learn to read gender meta-narratives
Gender expectations shape our identity and have a pervasive influence on society. Look beneath the hood and understand what is shaping your audiences’ cultural context, rather than just analysing surface behaviour.
3. Question your assumptions
Do women really want to be ‘smaller’? Is beer still a ‘man’s drink’? Recognise and challenge your own biases and assumptions that exist within your brand and/or category.
4. Train your female gaze
If the male gaze turns women into objects to be seen, the female gaze sees them as people – complex, multifaceted beings.
5. Consider your male narrative
As the narratives around women evolve, the way we depict masculinity needs to become more individual and fluid, too.
6. Consider if you need gender at all
In the new age of identity, is gender really relevant? Does your brand and/or category need to speak to an audience’s biology, or are their values and identity more important?