Nearly half of female marketers subject to gender discrimination

Marketing Society Scotland sets out to address the gender gap 

Nearly half of women working in marketing in Scotland are subject to gender discrimination, according to new research by Marketing Society Scotland.
The findings, which suggest nearly half (48%) in the marketing community in Scotland have either definitely or possible experienced gender related discrimination, compared to 16% of men, have prompted the Society to call on the industry for change.
The Mind the Gap study – commissioned by the Society to guage current perceptions and practices within the industry in Scotland – also found that:
  • Just half (53%) of women compared to 79% of men would say they are treated equally in their current workplace
  • 29% of women compared to 59% of men agree that men and women are paid equally in their current workplace
  • Less than 10% of women and 29% of men agree that men and women are equally represented at all levels in marketing in Scotland.
According to the Society, whose findings were officially revealed at the St Andrews Day dinner in Edinburgh, the study was borne out of recognition that the industry needs to work harder to ensure greater equality in the workplace at all levels.
In response to the research, the Society is also publishing guidelines in partnership with the Employers Network for Equality and Inclusion (ENEI) to help businesses take proactive steps to address inequality and tap into the massive economic potential of women in marketing roles at all levels.
Dinner guests were asked to pledge their support in working together to build an equal and prosperous community in Scotland to boost the Society’s online petition which is looking to garner at least 500 signatures and encourage positive discussion of the issue using #mindthegapscotland
The campaign is the first in a series by the Society to inspire businesses to take action and address the issues around inequality.
It will include events, best practice practical workshops, mentorships, networking sessions and opportunities for parents returning to work to help unlock the potential of women in the industry.
According to the Society, it will also aim to recognise and celebrate those in the industry who are making real progress in building a balanced workplace, community and culture.
Themes emerging from verbatim comments in the research included a strong focus on better understanding of flexible working, maternity and paternity leave, support for childcare, and addressing the pay gap as well as a feeling that there were fewer opportunities for women at CEO and board level.

Helen Campbell, head of Global Brand and Marketing Communications at VisitScotland and chair of the Marketing Society Scotland, said:
“The Inspiring Women initiative is borne out of a recognition that as a marketing community we must work harder to ensure greater equality in the workplace, at all levels.

“Where there is inequality we need to understand why and most importantly take proactive steps to address it. Now is the time to work smarter and harder to build a more balanced marketing community and culture.”

The findings come within weeks of Gender Payday – the day when women stop earning relative to men for the year – and research which shows that just 1.1% of leaders of large Scottish business are women.

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