A view by Marc Pritchard, Chief Brand Officr, P&G
Share this post
It’s common sense that we should live in an equal world. A world with equal representation between women and men– of all races and ethnicities, sexual orientations and gender identities, abilities, spiritualities, generations and cultures – with equal voices, equal roles, equal pay, and equal respect. The problem is, it isn’t equal due to pervasive bias.
Bias limits equality. That includes conscious bias from cultural norms leading to stereotyping, objectifying, diminishing, lack of opportunities, and even harm. And unconscious bias, showing up in subtle attitudes and behavior, but just as destructive. So, as the world’s largest advertiser that reaches 5 billion people every day, we’ve made a commitment to use our reach and voice to eliminate bias and promote gender and intersectional equality.
That commitment is more important than ever but requires broader action to accelerate progress. What if ALL brands and companies, individually and collectively, used their reach and voice in advertising as a force for good to eliminate bias and promote equality? Imagine the impact.
Here’s P&G’s roadmap:
- We will accurately portray gender in 100% of advertising – across all aspects of intersectionality. More than 90% of our ads now achieve the gold standard of #SeeHer Gender Equality Measure scores. We won’t stop until we achieve and sustain 100%.
- We will achieve equal representation in the creative supply chain – within brand teams, agencies, and directors behind the camera. Among P&G brand builders and at our major agencies, we are now 50/50 gender equal. Behind the camera, more than half our ads are directed by women in North and Latin America, but only 25% worldwide. We won’t stop until we achieve and sustain equal representation worldwide.
- We will build a diverse and inclusive pipeline of creators. That’s why we continue to invest in partnerships such as Katie Couric Media, The Queen Collective, Thrive, McGee Media, Jellywolf, Fair Play, Hello Sunshine, Together Live, Friends at Work, GLAAD, and the Seneca Women Podcast Network. About $400 million of our marketing spending is with women and minority-owned and led companies. But it’s not enough, and we won’t stop until we get to equal.
- We will join forces with others to accelerate progress. We’re part of: the #SeeHer movement to promote the accurate portrayal of women and girls in advertising and media; the #AIMM multi-cultural movement to promote the accurate portrayal of race, ethnicity, sexual and gender identity, ability, spirituality, and age; and FREE THE WORK, to get women and underrepresented creators behind the camera. More than 1000 brands have also joined, but more are needed.
Please take individual action. Please join these movements. Each of us can individually do our part, and collectively, we can be an even more powerful force for good and growth in accelerating to equal.