Day 2 of Goafest 2024 continued its trend of compelling discussions with a session hosted by Sri Adhikari Brothers Networks – Dhamaal. In collaboration with IAA and UNICEF, the seminar, “Gender-Sensitive Marketing: Navigating The New Consumer Landscape,” brought together an esteemed panel of industry leaders. The speakers included Chandni Shah, Chief Operating Officer of FCB Kinnect; Darshana Shah, Head of Marketing & Customer Experience at Aditya Birla Capital; Kailashnath Adhikari, Business Head of Sri Adhikari Brothers & Managing Director of GovernanceNow; Rajdeepak Das, Chief Creative Officer of Publicis Groupe South Asia & Chairman of Leo Burnett South Asia; and Ram Madhvani, Filmmaker, Producer, and Founder of Equinox Films and Ram Madhvani Films. Moderating the session was Kranti Gada, Management Committee Member of the India Chapter of the International Advertising Association and Founder of NeOwn.in.
This engaging session delved deep into the intricacies of gender-sensitive marketing, addressing critical issues and offering strategies for brands to navigate the shifting consumer landscape. The discussion highlighted the importance of inclusivity and representation, providing valuable insights for brands to connect authentically with their audiences.
Shah delved into the core issues within the education system and how the portrayal of men and women contributes to the lack of women in leadership roles. “Women can nurture women,” she emphasised, highlighting subconscious biases and the fact that men are often the primary decision-makers in households. She also advocated for conscious choices to address these issues.
Subsequently, In answer to Kranti’s question on depiction, Madhvani discussed the Bechdel test, which measures the representation of women in film and other fiction. He mentions how important representation of women in fiction is also very poignant, “It’s rare to see women discussing anything other than men in many series and movies.”
Das, in his turn, spoke about the dramatic increase in female education rates, from 8.9% in 1951 to 64% in 2011 to 92.5% in 2021! “What didn’t change in five to six decades has transformed in just one,” he remarked, suggesting that education and the creative industry could impact, accelerate, and enable women. Kailashnath, thereafter, pointed out the economic impact of gender inequality, stating, “According to a published report, several low to middle-income countries have lost over a trillion dollars because women weren’t empowered.” He also noted that 37% of women globally lack internet access, adding, “Men have more facilities at their disposal than women, and that needs to change.”
With a focus on inclusivity and understanding diverse perspectives, the speakers shed light on how brands can effectively connect with consumers in a way that respects and reflects their identities. Through insightful anecdotes and practical insights, the seminar provided a roadmap for brands to authentically engage with audiences, fostering deeper connections and driving meaningful impact in the marketplace.
