Goafest 2024 | Knowledge Seminar | Gender Sensitive Marketing: Navigating the New Consumer Landscape

Setting a powerful tone yet again, Day 2 of Goafest 2024 began with the first session hosted by Sri Adhikari Brothers Networks – Dhamaal presents a Knowledge Seminar with Knowledge Partner IAA in collaboration with UNICEF called Gender-Sensitive Marketing: Navigating The New Consumer Landscape. Among the distinguished speakers were 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 , Filmmaker, Producer, and Founder of Equinox Films and Ram Madhvani Films. Guiding the discussion was Kranti Gada, Management Committee Member of the India Chapter of the International Advertising Association and Founder of NeOwn.in.Ram Madhvani

This thought-provoking session delved into the nuanced realm of gender-sensitive marketing, exploring strategies to navigate the ever-evolving consumer landscape. Chandni 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, Ram 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.”

Rajdeepak, 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.

When asked about one male / female stereotype the panelists would like to break, the panelists had a few words to share.

Chandni Shah said that what pissed her off in terms of stereotypes surrounding women was that women were never shown in a smart or humorous role.
“Why should boys have all the fun? Why can’t women have fun too?”, she commented. Darshana shared that the way women were always portrayed as strong & courageous was unfair. “We are humans too,” she said, further adding that the extreme portrayal of women was one stereotype that needed to be broken. Kailash strongly supported that bridging the gap and changing mindset was essential in breaking stereotypes. In his opinion, the mindset of having the desire to bore a male child, which caused the population boom needed to be changed first and foremost. Lastly, Rajdeepak was of the opinion, that there should be more female athletes and women sports people in endorsements.
“Why should there be only those 4-5 names in every advertisement? Why can’t we have female atheletes” he asked, as the session concluded.

Read more: Goafest 2024 Day 2 – Speakers to Highlight Key Strategies for Thriving with Adaptability