Recently, I was a part of two events about women in the marketplace. First was a fundraiser for Geena Davis’s Gender in Media Institute, which generates awareness about gender stereotyping of girls and women in media. Next, I was on a panel with fellow Tootzypop writers Jenny Brandt and Marcia Zellers entitled “Women’s Brands and Emerging Roles as Tastemakers” for the Digital Hollywood Conference. That event celebrated the power of women as influencers in digital and social media, as well as our buying power.
Both events presented compelling facts about us. In top-grossing G-rated films, girl characters are always outnumbered by boys three to one. From 2006 to 2009 not one female character in family films was a doctor, business leader, or working at all. Most roles in family entertainment continue to hypersexualize women. 19.5% of characters in films are women. Same low stats behind the camera for women: 13% writers, 7% directors, 20% producers.
If you look at our economy the story is different. Women run the show! Our panel was one of the most attended because women have the spending power. Women hold 60% of the country’s wealth. We account for 85% of all consumer purchases. 92% of us influence others online about purchases. More women are online than men. By 2028 women will make more money than men. One out of 11 American women owns a business. We account for 58% of all online spending.
We are the backbone of society, yet Geena Davis’s Gender in Media Institute research says that only 17% of women hold key business leadership roles. Is it in our nature as women to be more stealth? Walking contradictions? Are we the tortoise rather than the hare: slow, patient, and laser-focused as we make our journey across the finish line first? Time will tell, and so will our wallets.
Remember, ladies, our money and social media banter matter. Make your voice heard about products, brands, and media. We are The Influencers marketers and brands want to please the most.
Tags: Geena Davis, Time magazine