By: Nancy Vaughn
Women make the majority of all purchasing decisions, from our homes to what the family is eating to what everyone in the home is wearing. Simplistically put, people might say that women like to shop. What smart businesses and individuals recognize is that women have money to spend.
The statistic widely shared is that 80% of women make the purchasing decisions. The issue? In 2012, 97% of the messages that were created were made by men.
Kat Gordon, founder of The 3% Movement, looked to change this statistic from 3% to 50%. Since the launch of The 3% Conference in 2012, the number of women creative directors at ad agencies and in creative leadership roles has increased to 11%. Without a doubt, initiatives like The 3% Conference and committed organizations and individuals in advertising agencies, have helped to impact this change.
The importance of the movement goes beyond having women’s voices heard and seen in the messaging. It’s imperative that there’s a balance in the messaging because of young girls and boys who are listening. Technology has rapidly changed the consumption of information, at speeds never experienced before in history. What girls and boys see and hear today will shape them for years to come.
Girls and boys need to see women in empowering roles of leadership, in all colors, shapes and sizes. And these same children need to see men embrace the impact of women beyond the kitchen or historically traditional roles, and men who are helpful and dynamic at home as they are in their suits in the boardroom.
Here are some examples of more inclusive messaging:
These examples are how the U.S. is now, along with some other parts of the world – and the messaging and visuals should reflect the real world today. And what’s possible, for everyone.
To get involved and learn more about The 3% Movement, visit: 3percentconference.com
Nancy Vaughn is an entrepreneur and principal, PR & Marketing Director of White Book Agency, a full-service public relations, marketing and special events firm. Nancy assists “quality of brands” across the country increase their business presence via content, third-party endorsement and the written word. She excels at assisting media professionals and clients alike, and is called upon frequently by media outlets for her PR/business knowledge, coaching and industry connections. Her clients have been seen in/on: Forbes, Fast Company, The New York Times, Washington Post, Tampa Bay Times, InStyle, Daytime TV, CNN Latino, E! TV, Design Bureau, Luxe Interiors & Design, Refinery 29, MSN Fitbie, Dwell and more.