Gender Equality in the UK Marketing industry

This dissertation explores the impact of gender equality in the UK marketing industry. It discusses the perception of women in marketing, job satisfaction, work-life balance, and the pay gap. The study aims to understand how women can contribute to the growth of marketing and reach their aspirations. The research is based on a descriptive research design and includes a literature review, methodology, findings, and conclusion.

Gender Equality in the UK Marketing industry

Marketing Dissertation
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Acknowledgements
The thesis is dedicated to my family, without their support and my dedication, enthusiasm,
perseverance I wouldn’t be able to start and finish the thesis. During the research were couple
Student name

of tutors who were happy to give advices and guide through the right path, encouraged me in
this difficult process and make me believe in myself.
First, I received great assistance from my supervisor, Dr. Rebecca Fakoussa, the tutor of the
Year 2018 at the University of Northampton, being in a great advantage to be inspired by her
broad experience on business field, she supervised and engaged me in a knowledgeable and
well-informed way.
Secondly, my lovely, unforgettable tutors, Jason Vaughan, Simon Wragg, Grant Timms,
Mike Chiariello, Learning Development and the rest of the University staff that were more
than happy to support and help me during the research process.
Last, but not least, my daughters Madalina and Carolina who understood that their mum
needs to study for a better future. My parents, who are far away, but I am sure that they are
proud of me, even if they do not know what a dissertation means…thanks them for giving me
life and a noble mind, that’s helps me a lot to see the world in beautiful colours even if the
sky was not always clear and blue.
The adventure started with trust and beliefs that everything in world is possible with the right
attitude, hard work and dedication.

1 Contents
Acknowledgements...............................................................................................................................3
1Contents..............................................................................................................................................4
Introduction...........................................................................................................................................5
1.1Background...................................................................................................................................5
1.2Importance of study.....................................................................................................................5
1.3 Research questions and objectives..................................................................................................6
1.4 Researcher Experience....................................................................................................................6
1.5 Time and Budget..............................................................................................................................7
1.6 Non-Probability Sampling................................................................................................................7
1.7Organisation of study...................................................................................................................8
Chapter 2 Literature review...................................................................................................................8
2.1 Perception of women in the workforce...........................................................................................9
2.2 Equality between men and women.........................................................................................9
2.3 Job satisfaction / work life balance........................................................................................11
2.4 Women in Marketing.............................................................................................................12
2.5 Women Marketing maternity leave.......................................................................................12
2.6 Returnship.............................................................................................................................13
2.7 Collective vision of women in campaigns..............................................................................14
2.8 The negative impact of Adv for women.................................................................................16
2.9 New Trends............................................................................................................................17
3.0 The Pay Gap...................................................................................................................................18
4. Conclusion from Literature......................................................................................................22
5 Methodology....................................................................................................................................22
6 Ethical consideration........................................................................................................................24
7 Reliability and validity.......................................................................................................................24
8 Findings............................................................................................................................................24
9 Conclusion........................................................................................................................................24
10 Ethics forms...................................................................................................................................24
11 References......................................................................................................................................26

Introduction
1 Background
An era of digital world which brings lot of changes, opportunities, to women and equality in
workforce for both genders. Studies around this subject were done years ago and continues
till present (Morrison,1992; Lewis et. al., 1994) showing that women can face more
difficulties then men due to their role which affect them being involved in Marketing
management opportunities. From years it has been seen that males perform marketing while
the female has only seen as a consumer (Bond, 1988). Little research where done to
investigate the gender issues in marketing, however there is a growing number of females
working in the field. The research will focus on women marketing roles and experience they
get while performing their job.
The study will focus on the biased between genders affecting women in Marketing
workplace. Jakimow et. al., (2006) states that women needs to have no obstruction to follow
any interests, they must have freedom economically, socially and politically, bringing
broaden evidence by understanding that women can help in growth of Marketing, reaching
their aspirations.
This is the period when women can be of a great help it the digital technology transformation.
To reach the objective of the study a descriptive research design has been adopted. Result
from the research enable researcher to understand the aspect of equality in terms of giving
opportunity to both genders i.e. men and women in the field of marketing. Moreover the
marketing industry of UK is ranked as fourth largest in the world and consider first when it
compare at Europe market. Addition to this there is a spending of about 21.19 billion British
Pounds which is recorded in year 2016 which get increased to 22.35 billion pound in 2017.
Other than this, it has been found that in year 2019 sept total job are 171000 among them 85
thousands are male and 86000 are females which is really a big ration that shows the
increasing growth of industry as well as share of women in industry (Advertising and market
research jobs in the United Kingdom (UK). 2020)
Importance of study
Exploring the available research, to find out the advantages and disadvantages of women that
are pursuing a career in Marketing and how relevant organisations can help them in achieving

their potential, encouraging them to be independent, increasing their self-esteem and
durability, confidence forgetting about the ex-social trends. Denning, (2017); Lapsley, (2019)
describe women in Marketing activity which is getting important due to several different
trends such as: anticipation of new technology, innovation, connection with people, rapid
expansion of market. All these changes are not much enough to determine the respondent’s
attitude and credibility over the changing environment as well as society and in determine
women approach toward their ability and trust. However, 2015 study identify top five words
used to refer to people in human computer interaction appearing as gender neutral:
participant, user, person, designer and researcher (Perez, 2019).
1.3 Research questions and objectives
Effective research delivers essential evidence for the explanation of data. This include strong
structure of the questions and solid objectives which allows the researcher to recognise which
topics needs to be approached (Drummer et. al., 2013). But these research objectives or
questions are mainly depending over the main aim of the study which is mentioned below:
“To investigate about the impact of gender equality within the UK marketing industry.”
The questions were formulated leading to the following objectives:
1.To what extent Marketing benefit from women experience and integration on the field.
2.Perception of people seeing women working in Marketing.
3. The impact of gender equality in workforce.
1.4 Researcher Experience
The dissertation is based upon the topic of women employing in marketing sector which is
one of the critical aspects in current era of competitive or globalised marketplace. However,
as a researcher, I was able to gain in depth information or knowledge about the influence of
providing equal chances or platforms for womanpower. From this study I become able to get
a thorough understanding regarding the factors that are against a women career in marketing
that act as a barrier for them to perform well and get access to further growth. Along with this
I also become able to determine the areas in which they are performing well and major
attribute that motivate them to pursue their career in marketing field. This is so because, now
a days women also started performing job in almost all areas and performing well. This
become possible as they started getting opportunity to prove themselves, which is earlier
provided to only males. But now organisations remain more focused toward maintaining a

diversified workforce where men and women work co-ordinately and equally as it helps in
increasing the overall productivity and profitability ratio in a stipulated time frame. Along
with this, equality among both gender support establishment to build a better relationship
between each personnel as well as lead them to grab all sort of marketing opportunity in an
improved manner. In addition to this, I also identified that each workforce can determine the
issue and to deliver better decisions for organisational conflicts. But, as per collected data, it
has been determined that women are more active and effective in understanding the issues
and consider all the aspects while implementing decisions. Additionally, with the
introduction of digital technology within marketing industry, it gives several chances or
platforms for women to perform their ability and also can improve their lifestyle among
community in a positive manner. Henceforth, practising equality and diversity drive
organisation to enlarge its market share and to accomplish the goal in an effective manner
without any hindrances. In order to gather information regarding this I make use of
questionnaire which support in gathering larger amount of information at a time.
Additionally, in order to represent the information in more effective manner I make use of
statistical techniques for interpreting the information that support in presenting more accurate
and reliable information. But in future when I again get a chance to perform investigation
over this area of concern then I will also adopt interview as a tool to gather primary
information which not only help in gathering detailed information but also support in
ensuring the reliability of data as the information is gathered from face to face interaction
where questions can be mould in order to evaluate several aspect of particular situation for
gathering better information for study.
1.5 Time and Budget
This component in research methodology is considered as an integral element as it assists
researcher to achieve its pre-determined goal in a desired time duration without any kind of
failure. Hence, in relation to current report, investigator try to complete all the pre-defined
researcher activities within a given time frame. Equally, due to the limited budget, the
number of sample size was affected.
1.6 Non-Probability Sampling
The aspect of non- probability sampling is related with those process of data collection in
which targeted respondents are not provided with equal chance to express and give their
views or opinion towards specified topic. Some of the types of non- probability sampling are

quota, cluster, convenience, purposive and many more. With the help of non-probability
sampling it become easier for the researcher to select only those people who have thorough
understanding about this topic and can provide valid information. Hence for this the
respondents are being selected based on personal judgement which support the researcher to
gather accurate views or ideas from identified respondents in an efficacious manner. For
performing this study, the respondents will be selected who are related with the marketing
field and are currently working in it so that they can provide better information as compare to
others. This is so because the unknown proportion of entire population, sampling may fails to
render generalizations to selected population in an amended way without any hindrances.
However, non- probability sampling can be used for limited number of population and for
exploratory study as it concerns with understanding the opinion of respondents.
2 Overview of chapters
This is considered to be a significant part of a thesis as it involve the planning of
important sections which are crucial for gathering the information from different important
sources. Under this chapter 1 is a introduction section which provide an overview regarding
the current areas of study and also support in gathering information regarding new trends in
marketing, women as a multitasking person, the effect and biased between men and women
in Marketing, Pay Gap. After that chapter 2 detail about the literature review, where
secondary information will be analysed and evaluated to discover the main issues of the
thesis - the Gender Equality in the UK Marketing industry which support in performing study
over information which is already available. After that in Chapter 3 there would be a
methodology study that will provide a detail about set of methods or tools used for
performing investigation effectively. After that in Chapter 4 the information collected with
the help of primary method will be presented and then interpreted to explain about its
findings. At last in the end of the research findings will be analysing and linked with the
literature and for extracting out appropriate conclusion.
Chapter 2 Literature review
This chapter will investigate, gender biased in Marketing workplace. In order to review the
literature precisely, all adequate literature will be organised and evaluated according to the
main objectives of the study:
1.To what extent Marketing benefit from women experience and integration on the field.
2.Perception of people seeing women working in Marketing.

3.The impact of gender equality in workforce.
Jobs are starting to change enormously, days to days needs new information acquired and
new skill learned in order to become a trustful marketer. Now is the perfect time for changes,
by proving abilities, skills, confidence in digital marketing, research projects, digital tools,
access to the market which raise opportunities to women to fulfil their potential in Marketing
career (Cronson et. al., 2000).
Basically, considering at what men are better than women and vice versa would be a great
cooperation in a company (Barleta, 2006). Another important aspect is that more and more
women are dedicated to study and will get a degree in the future (Kotler, 2014). To bridge the
gap, the governments could seek to remove limitation on the type of nature of work
availability to women, eliminating rules that would limit women (the world bank ,2019). Step
in financial market will be of incredible usefulness in all supply changes (WEF, 2019).
The role of women in Marketing in UK is related to positive outcome for community,
economies (Brusshey et al., 2012). Women needs to be authentic in order to grow, limiting
stress and to exceed the external norms, power structure, governmental regulation in order to
develop themselves, acquiring new skills, (Lepeley et al., 2019). Decades ago, women were
stopped by law to participate and take actions in certain activities like:
-to work in legal jobs and public service.
-to apply for credit card or lend money on their name.
-receiving and donating property on the same term as men.
-requesting equal pay, providing same work as men (Molly, 2018).
But with the 1918 Act, championed by suffrage pioneer Milicent Fawcett and suffragette
leaders, which perform a pivotal moment for the women’s rights and support them in lay the
foundation for an effort as well as progress toward a political, social and economic equality.
This support in brining changes in the condition of women by providing them right to
perform job.
It is very surprisingly that is less known about the demographics of women welfare in UK,
benefits or tax credit influence them to live apart, never married or living in separation, thus
leading to a total dependency on benefits and lack of independent income (Griffiths et al.,
2017). This is so because, women are consider to be dependent on male for living their life
effectively and financing their needs. This suggest that ideal families are less
common ,children being brought up in separation. Government respond that is their choice:

“the formation of couple relationship is a private matter for individuals” (Department for
Work and Pensions, 2014). This is not applied although for all women in UK. Support, as
high training even in mathematics, literacy, numeracy at least to the same level of men, it is
possible women to develop themselves. Initiatives were taken by female interest in STEM
topics increased in the numbers, although it is still lot of deliberations in terms of workplace
gender equalities (Mintel, 2019).
Mark Ritson (2013), suggested that women also constitute a major part of marketing as the
male do and even female are consider as more effective mind as compare to men in term of
performing their marketing job. This is so because from the study it has been found that
women are consider to be good at communication as well as emotional understanding as
compare to men which support a lot in determining the consumer behaviour. Women are
consider to be more sensitive and better at decoding the non verbal communication, studying
the facial expressions effectively and judging the character of an individual much effectively
as comper to male which is consider to be biggest strength that women can adopt in order to
perform their marketing job role effectively. This in turn also support a lot in formulating
effective strategy that proves to be suitable for approaching more and more customers. In
contrast to this, men struggles more challenges in term of understanding others and it can be
said that more then empathy there is no such skill for a marketer to perform well. As the
major challenge that a individual marketer face is to develop an understanding regarding the
actual want of a consumer and bring that understanding to the organisation so that better
strategies can be developed to cater the need of customers. Therefore, it can be said that
women are having a biological advantage when it come to marketing as they are better at
understanding as compare to men which avoided the chances of error or wrong assumption.
So it can be said that women are more likely to get inside the head of market and base their
strategies over the real need of consumers. Hence, it can be said that women are good at
marketing and can be perform equivalent to male if get opportunity and the only reason due
to which larger number of women lacking behind in the marketing field is due to stereotype
perception of people who differentiate a women from men over different scale.
2.1 Perception of women in the workforce
Global imbalance between men and women persist in position of power (world bank, 2019)
forecasting all changes, it might be an important step for marketing. Women becoming pilots,

speed cars drivers, car service mechanics, lorry drivers, electricians, technicians, politicians,
they are involved in political campaign, juridical career, full control over material resources,
partnership. A significant numbers of marketing executives were hired by women in the
years from 2009-2017(business news daily, 2018). Women ask for lots of information before
starting or being interested in such kind of jobs but they do not care of computer gigabytes,
electronic features, their focus on the benefit the product deliver (Tanenbaum, 1997). How
women shop differ greatly by men ,if the online construction group don’t understand the
features the women value, and which frustrate them, it will be definitely a fail. Another
important issue that resume again that women are necessarily in marketing business, thus,
there is a great interest to attract both gender, experiencing a significant growth of
women ,especially in develop countries (Hisrich et al.,1983).
Naomi Ellemers (2018), stated that women are being judged as different from man in
everything which is a main cause behind gender inequality. “Women are from Venus and
men from Mars”, is a phrase which represent the perception of people about the differences
among men or women in term of the way they think, act or feel. With the identification of the
stereotype perception it has been found that it not only describe what difference a men and
women possess, but also prescribe what men and women should be and manner they behave.
A survey was performed within 36 countries over 40000 employees which revealed that men
and women almost found same issues while maintaining a balance between family and work.
Yet managers consider these issues to be more at women side and when employees are being
rated mothers are less likely to be recommended for job as compare to women without
children while ignoring the fact that they are highly qualified and posses more experience.
Additionally when it is about nominating the employees for prestige or promotion, women
are less likely to be promoted due to a stereotype perception that more responsibilities can be
effectively managed by a men as compare to women.
2.2 Equality between men and women
Beauvoir, (1949) suggests that “humanity is male, and man defines woman not in herself, but
as relative to him: she is not regarded as autonomous being”, while (Barletta,2006) suggests
that men tend to be single minded and focused, while women tend to be multi minded and
integrated, these shows precisely how men and women deal with their life. The man
prioritizes, the woman maximizes. Facebook’s chief operating officer Sheryl, (2013) argues
that a woman’s most important career decision is whom she marries, someone who help her
with housework, not sacrifices her career to support him. As the baby boomer population

moves into prime time-and become progressively more female -it is possible major shifts in
cultures and marketing opportunities. Women possesses a more hidden sensory ability,
reading easily body language, facial expression.
Men and women are different in term of their choices to [product as their need and perception
remains different which make it necessary to consider and formulate a clear marketing
strategy to reach them. Sometimes companies don’t look to this difference by gender to
forecast their market opportunity and consider both of them over a single scale of demand
and target them with product or services which is to be approached in two different manner.
Communication between two genders are different, while men can give a big picture about
the product, women are likely to give details which are important to people lifestyle.
According to (Tanenbaum, 2017) a company needs to win “word of mouth”, otherwise they
lost before they even knew they were in the running. Nowadays when marketers are trying
to differentiate from competitors it’s the details which make the difference.
According to Naomi Ellemers (2014), it has been found that organisations that maintain a
diversity in their workforce tend to be more successful and be able to earn more profit from
gender diversity specially by maintaining it at management level as compare to other
organisation. This is so because by having a woman at strategic leadership position it become
easier for organisations to penetrate in new market while catering different customers.
Additionally, the team of a gender mix within management support in displaying more
creativity and innovation, it also supports in resolving issues more effectively due to the
presence of different perspective. The gender diverse leadership also facilitate the
understanding of complex demand and differences in culture within the global market, as it
provide a quick acceptance as well as adaptability to changes in business environment. From
the study it has been found that organisations having more female board directors are
reported to have a 16% more return on sale and 26% more return over investment capital. But
this is less likely found in companies due to difference in career development and gender pay
gap which women mainly faces. The men and women starts with same education, having
same degree or capability, but still male are giving more preference to job as compare to
female. The business graduates that are female likely to earn 19% less as compare to make
classmates. This difference not only ends with the salary packages but it can also be seen in
several different areas of working such as for higher positions, promotions or leadership.
Although the female and male participation within the paid work equally but still from the

Fortune 1000 report of 2013 it has been found that women are less then 5% at the position of
CEO within companies.
According to WEF, (2019) women who receive the same participation in Marketing
workforce may add US $ 28 trillion in GDP global economy by 2025. Surprisingly, almost
90% of countries have legal restriction between men and women (WEF,2018), countries with
discrimination between gender, seeing female as a disadvantage in business (Dalen,2018).
Analysing globally an overview of what it is happening indeed, in regards of the status of
women in societies will be described below.
In Canada and Unite States of America there are a visible growth of women-owned firms
(Kitchingband et al.,2002). Vehuel et al.,( 2005) stated that female are important forces in
economic development ,as well (Hashemi et al., 1996) enlighten women in economic
security, marketing, the ability to make large purchases ,being involved in major decisions,
freedom by domination of the family, furthermore (Karl,1995) states that bring awareness in
women ,boosting credibility they can reach their potential, building capacity through full
training, skill development which will make an enormous changes in the entire world. Dual
career in a family can be complicated for both partners, dividing success between them and
failure of career exploration seems to be difficult but not impossible.

The image above highlights countries where men are paid for parental leave (Legarde, 2018).
It has been shown in study that male are getting more parental paid leave as compare to
women but it is slighting decreasing the gap and it has been found that women earn around
17.9% less then men in 2019 which was around 18.4% last year
(https://www.womensequality.org.uk/parentalleave).
The campaign “She runs it” nominalises working mothers every year, which require sacrifice
commitment, accomplishment and rewards (adweek.com).In the past the field of Marketing
jobs were traditionally considered a men territory, nowadays there is a great interest to
attract both gender, experiencing a significant growth of women, especially in developed
countries (Hisrich et al., 1983). New graduate employee emphasising the benefits these
changes can have over society (Mintel, 2018), legislation can pay attention to the
encouragement to couples practising equality in workforce (Mintel, 2017).
2.3 Job satisfaction / work life balance
One of the biggest issues that women employee is coping nowadays is balancing demand
between work and family duties (Chapman, 2011). Keough, (2003) states that women
employee found an overload to work and to have family responsibilities, which comes as a

barrier to accomplish work goals, leading to decrease in job satisfaction. Women employee
who believe that the expectations of managers is to work over family create again a sense of
dissatisfaction (Aryee et. al., 1999). Although specific policies and programs act to reduce
work-family conflict, the demands that are surrounded in the jobs themselves are critical to
reduce these conflict (Voynadoff, 2005).
2.4 Women in Marketing
The researcher has developed the knowledge in regards to the new trends, rules and
regulation internationally within the marketing industry along with the changes that get
anticipated. For presenting this the subject is broadly discussed, by gathering information
from the campaigns that were organised along with the debate about whether women should
be equal with man working in Marketing today or still facing discrimination. This
information is critically evaluated in the literature review. It’s time the women to be seen
(Perez, 2019). According to Episerver’s Digital Ninety-Nines, an association which has the
aim to promote female leaders in digital marketing, 1 in 10 women have been held back in
marketing role due to their gender (marketresearchworld.net) although women reported a
great satisfaction performing their job (89 %) ,in comparison with men (80%).
Hosea. M (2018), argues that women are wrongly represented in front of the corporate
boards and hold even less than a fifth of the senior role within the UK companies. In addition
to this they also have face a gender pay gap issue which is marked as around 14% less pay
women get as compare to a man. From a survey performed in year 2018 it has been identified
that in marketing industry women earn less then male marketer in every job role and every
sector, but except that of marketing assistant. As there are so, many organisations that work
over improving this disparity in marketing field by promoting inclusive workforce at the
heart of business. As after publishing the survey in marketing week the CEO of Centaur
Media, stated that several different leaders that take initiative toward providing equality to
women. These high profile leaders that take diversity initiative are Networking group WACL,
WiQ, Media iQ’s grassroots etc. Additionally, it has been found that senior role model plays
a significant role in helping women to grow within their field as it helps in building up their
confidence, open up network and provide strategic insight that help them in proceed further
to perform more effectively.
The literature is quite inconsistent with great contradictions between authors. O’Connel ,
(2011) states that marketing is a job for women which involve multitasking functions, as per

example knowing more foreign languages , degree of arts ,social science .In the last years
marketing is concern more and more with psychology and consumer behaviour which can be
better performed with the help of women in marketing as they are quite good at analysing the
behaviour of people with their senses.
2.5 Women Marketing maternity leave
While women dominate junior and mid-level marketing roles, maternity leave tend to create
a gap between career and family. Male dominant environment raises the question whether
technology industry is good for women who expect to become mothers, also investors as
public funds, business angels, venture capitalists refuse to fund women who are potential to
become pregnant (Kuschel, 2019). Share responsibilities in family will be an advantage for
women following her career. Example can serve Ines Faden, starting her job with mentor
guidance in technology scheme, now she has a permanent position in the company, also she
stated that economy will massively increase if companies will accept the other half of
population in Marketing workplaces (Hoyle,2017).
The image above highlights the starting of job with full training (Hoyle, 2017)
Another example is report organised by Parliament Group called “for more employers to
offer returnships, includes free online courses from Open University. The scheme improves
women skills, and their talents is used in different department of Marketing now
(Silverman ,2017).

2.6 Returnship
Returnship is a short-term internship designed for people returning to work. The companies
are focused on people or experienced candidates who finished their career due to a voluntary
decision. There are some criteria of applying to a returnship and at the end it is explained
whether the candidate takes or not a full-time job (runthelondon.com).
The image below highlights employments rate for men and women (ons.gov.uk)

2.7 Collective vision of women in campaigns
Campaign for women’s suffrage began in 1866 when it was organised first petition to the
Parliament in asking for women to be given the same right to vote as men, in 1960 women
had finally receive the right to vote and emancipate themselves (Bates, K), although the
majority of men contrast the idea of women voting in parliamentary elections, some leading
male politicians supported universal suffrage (Simkin, 2016).This change took years and
involved lots of violence (Mattew,2019).
In the last century Marketing attempted to move the old slogan seeing women as a fantasy or
an idealisation rather than a reality, now women are seen powerful (Econsultancy,2018).
Examples include ending sexual harassment in the workplace (#MeToo, #TimesUp).
Past campaigns, as women’ suffrage by Frederick Patrick-Laurence and George Lansbury,
White Ribbon Campaign which had the aim to emphasise the importance of women in
workforce resulting in unclear support to women, being ineffective. The IPA, on Twitter UK
launched ‘make the leap’ – a campaign inspiring agencies to initiate four big steps in
developing women in higher position till 2020. Company leaders initiate to:
- aim for 15 % BAME (Black, Asian and Minority Ethnic) representation in senior
positions by 2020 to show how wrell women are working in field of marketing.
- help eliminate unconscious bias through training.
-raise awareness of our flexible, working policies.
-aim for 40 % female representation in senior positions by 2020.
In London 42% of women compared to 11 of %men work part -time, this type of job is paid
less due to flexible working hours, women ending up working in jobs below their skill level
and not the pay they deserve. According to McKinsey Global Institute, (2015) 75% of unpaid
work is done by women, thus UK Health and Safety Executive, (2019) report highlights
women higher rates of work-related stress, anxiety and depression than men. In 2017 the
UK’s Women and Equalities Committee produces recommendation in Parliament, but they
were rejected (parliament.co.uk, 2017), though in 2017 Labour used AWS (allow women
short list) for 50% of its winnable seats,41% were female.
Later, different campaign as: Domestic abuse charity Women’s Aid used experiential
marketing and create a campaign which shows the exact reality result in great success and
awareness to people, ending up with 86.7m impressions on Twitter alone. According to

(Johnston, 2016) revealed that human have evolved to be six times more deadly to their own
species than the average mammal. This does not mean that women should suffer in silence,
by presenting such image it become easier to promote equality by providing a realising
factors over which women are being biased by people. This awareness will support in
providing opportunities to female to work.
The image highlights the domestic violence (econsultancy.com)
Card store – World’s Toughest Job Card Store created a video in 2015 which illustrate the
world’s toughest job performed by women, unpaid specially design for to reach anybody who
look suspicious to women who stay home instead of getting a job, without realising that she
is doing an unpaid job 24/24 to raise her children (econsultancy.com).
Always: Like a Girl a powerful campaign is the Ad: Always: Like a Girl, (2014) focusing on
the fact that the way women do is different by a man (econsultancy.com)
Microsoft #MakeWhatsNext 2017 campaign encourage girls to study math, science,
engineering and technology(econsultancy.com)
Smirnoff and Spotify – The Equalise, (2018) backed a campaign to get more people
listening to women, designed to tackle gender bias in the music industry, and promote the
creative talent of both women and men.
2.8 The negative impact of Adv for women
Courtney and Loc Eretz, (1971) suggest that the role of women in workforce do not show the
reality, women seen just as homemaker, and not in Marketing position, while (Wagner and
Baner, 1973) argues that women had the role of working members in the society. But when it
is about the women getting equality in work with male then Gee. R. (2017) stated that current

ration shows that even today men are presented over the screen more as compare to female
while creating advertisement. The study shows that men are more represented as a leaders,
speaking about the power 29% and get achievement 28% which remains higher then a
women. This represent that women get a option to work but still consider behind the male.
The image highlights man with his feet up while a woman cleans (bbc.co.uk)
Advertising on gender stereotype brought a lot of positive and negative issues, thus
Advertising Standards Authority and Committees of Advertising Practice announced that ads
must not include gender stereotypes that are likely to harm or provoking serious offence
(Watson, 2018).Thus, Advertisements as: Watchdog bans VW and Philadelphia ads with
bungling dads and ‘passive’ women, were the first ads banned for contravening UK gender
stereotypes rules (Sweney,2019). Hammett, (2019) argues that ASAP rules goes too far with
the adverts stated above describing that the ads were totally misunderstood.
2.9 New Trends
The dual worker family involves more needs, two cars, two computers and in the same time
more finance in the house, expand women participation in household’s purchases (Barletta,
2006). An important factor for marketers is that women won’t see the marriage as an
economical issue but a personal decision. This again will increase purchases in houses, more
spending. Women integrated in Marketing workplace, are educated as equally as men
(Barletta, 2006) while (Osorio, 2019) states that all these trends lead to changes in behaviours
and consequently competitive capacities.

According to (Nigel, 2017) the number of women employed increased, making changes in
British society, but it’s a process in development, while men staying home,- men, adhering to
the ideal worker/long hours culture is to a large extent a performance of masculinity, and thus
a man who change this culture, especially for care purposes, is considered ‘less of a man’
(Williams et al., 2013).Blogger Coulson, (2019) dislike the adverts that perpetuate
stereotypes about dads being “useless”, while (Epstein, 2019) disagree by stating that the
society became too sensitive, things like equality over payment, bulling in the workplace,
domestic violence, sexual harassment need to be solved (bbc.co.uk). All such practices will
support women in getting a better position within the marketing industry and be able to get
the support so that they can perform their job role effectively and get equal opportunity to
prove themselves by avoiding the issues like bullying, violence, harassment which restrict
them to perform well.
Family who has the possibility to arrange the children in childcare benefiting both gender of
time, giving birth to less children, making huge changes in their lifestyle (Piercy, 2017).
Thus, women can represent a great power in Market, considering from marketing point of
view -more development in all areas will increase; people will live longer due to an increase
of intelligent society, more capital, more shopping decision, more freedom (Piercy, 2017).
Four technological advance, high-speed mobile internet; artificial intelligence; adoption of
big data analytics; and cloud technology—are set to dominate the 2018–2022 period,
affecting business growth-demand for jobs as: Data Analysts and Scientists, Software and
Applications Developers, and Ecommerce and Social Media Specialists. Roles that are linked
with new technology, which use ‘human' skills, such as Customer Service Workers, Sales and
Marketing Professionals, Training and Development, People and Culture, Organizational
Development Specialists as well as Innovation Managers (Schwab, 2018).For both genders,
there is an indisputable need to take personal responsibility for one’s own lifelong learning
and career development, retraining and upskilling, leading to a life longer learning process
(WEF,2018).
3.0 The Pay Gap
Starting from April 2018 UK businesses employing more than 250 people must publish their
gender pay gap data (golin.com).The gender pay gap is the percentage difference in hourly
earnings between men and women (bbc.com, 2018).In 2019 it was an increase in gender pay
gap for managers, professional and senior official from 13.9%to 15.9%,this is due to changes

that happened from to 2018-2019: employee who held full time increased, women in high
profession jobs as sales department, however they start from a lower pay level (gov.uk).
According to (pyscale.com, 2019) the medium salary of men is 21%higher than a woman.
The figure shows 1% in changes from 2015 and 5 % from 2015.In sales both gender with
similar experience, woman still receive less amount of money than man. Employers do not
value the qualification among men and women .To break the boundaries and to solve the
gender profession problem,( Herdreen, 2019) argues that society needs to stop viewing
women -dominated profession less credible and to eliminate the action of arbitrary.23% of all
jobs traditionally held by men are now held by female workers (Brooks, 2016.)
The image highlights the male and female graduates and non-graduates working in each scale group
(ons.gov.uk)

The gender pay gap is also a representation of the number of senior male staff in comparison
to female. BBC, (2018) stated that discrimination is a cause of the gender pay gap. The
Equality and Human Rights Commission (ECHR) has discovered that one in nine new
mothers were either dismissed, made redundant or treated so poorly they felt they had to
leave their job. This can create a gap in experience, leading to lower wages when women
return to work. Harnet, (2019), head of HR Pfizer UK states that the process of pay gap is not
linked only the policies but also with the culture and environment. Multiple actions are taken
to improve the pay gap as: flexible hours arrangements, enhance parental leave, but all these
changes obviously take time as it requires to bring changes in current practices of marketing
that has to be implemented gradually. But, as compare to physical practices of marketing, the
digital way of performing marketing activities are more flexible which make it easier to
implement certain factors that help in improving pay gap. Such as job related with
promotional practices that are performed using digital platform can be provided with flexible
time arrangement. In addition to this parental leave option can be managed by providing
work from home for the practices that can perform at digital platform as it doesn’t require the
presence of employee all the time.
Thus, the Government Equalities Office, (2018) suggests the following actions:
• Generate a broad culture (organise a place where all employees feel reinforced and valued
could lead to better results for the company holding talents and reduce turnover.
• Sustenance women’s career development (Confirming that women’s talents and
accomplishments are recognised helping them to progress).
• Evolution for part-time workers (manager and senior roles to be available for part time
workers).
• Improve employment and promotion processes (Ensuring a transparency to employment,
reduce bias and increase the number of successful female applicants).
• Formulate policies to support diversity and inclusion while formulating marketing teams
(developing targets and objectives, achieving them by collecting data from employees) (Geo,
2018).
To improve the representation of women HP worked with other agencies and together
managed to improve the recruitments of women in marketing industry (Vizard, 2017).In the
Glassdoor report Rueff specified that work-life balance seem impossible nowadays due to

highly connected world, although companies try to provide family -work environment
between genders (Smith, 2012).
An example can serve Golin Company, where Fraiser Sinclair, HR director offering great
conditions to all candidates, re-educating, accepting both genders, and managing flexible
hours( Fordham, 2016), however there is great debate as not all companies offer conditions
and accept women in managerial functions due to their inflexibility, earning less than men. A
survey carried out in a recruitment consultancy, show how business lose money by ignoring
females’ talents (hrnews.co.uk). Developing strong relationship with female leaders is a
serios concern for the marketing industry as it strives to become more divers in age and
gender (Rogers, 2017).Polonski, (2017) propose 5 things to stop the inequality at work:
gather data, change company culture, additional flexibility, recruit both genders equally,
make gender parity a strategic objective of the company.

The image above highlights the challenges companies require to have success in business (Ratcheva, et al.,
2016).
Apart of the value of the company many employers recognise that women are effective in
innovation, decision-making and talented. The Global Challenge on Gender Parity
collaborate with governments and business will accelerate the progress (Ratcheva, et.al.,
2016), however, research has been limited in its ability to understand the causes of these
changes, due in part to an inability to directly compare the work of women to that of men
(Black, 2007),stated also by (OECD, 2018) gender budgeting approach is difficult due to the
level of importance given to gender equality, chances needs to be done implementing new
public financial management procedures in government.

4. Conclusion from Literature
Thinking creatively and hope to see more and more results of high-qualified, talented women
with desire to respond and encourage other women to follow their roots, for beneficial of
themselves and society. Analysing the literature review it can be stated that in the past
women had other roles than one of achieving. Men were traditionally seen in high paid job
levels, while women had the responsibilities of housewife. But now women also started
concern about their career and work toward getting a good job as comparable to men within
the society. The trend among women regarding jobs are getting common with increasing
technological integration among companies. This has bring massive changes in the society as
with the anticipation of new technologies their remains a great demand of qualified,
knowledgeable people who will be able to use IT, with high speed mobile internet; artificial
intelligence; adoption of big data analytics; and cloud technology—are set to dominate the
2018–2022 period , affecting business growth-demand for jobs. As a result of which women
are getting more attracted toward the use of digital platform for performing their job which
provide them flexibility of work and hence this digital business operations are also working
toward brining positive influence over gender equality. As under this main focus remains
over IT skills and knowledge instead of gender bias is performed for providing a job.
The three main objectives which are grounded the thesis are:
1.To what extent Marketing benefit from women experience and integration on the field.
2.Perception of people seeing women working in Marketing.
3.The impact of gender equality in workforce.
From the research above it has been found that there are number of jobs that involve women
as Customer Service Workers, Sales and Marketing Professionals, Training and
Development, People and Culture, and Organizational Development Specialists as well as
Innovation Managers will be in demand. This is mainly depend over the idea that women are
very crucial for the marketing field which in turn support the organisation ion getting
benefited with the approaches used by women to interact with customers and make them
satisfied from the organisation’s side. Hence, the study focused toward what extend
Marketing can benefit from women integrated in the field of Marketing. For this the
perception of women are also being considered in the marketing jobs which previously were
monopolised by men, so that better strategies can be formulated to target customers by
working co-ordinately with male and female staff that help in brining maximum outcome.

Impact of equality between gender will be analysed in the second part of the thesis, where the
researcher will define the methodology doing quantitative analysis.
5 Methodology
Research methodology is basically defined as a framework that elaborates about
different tools and techniques used by investigator in order to perform this investigation
(Flick, 2015). It includes method related with gathering, evaluating, analysing and
interpreting the information along with the sources of data to be used and design in which
information would be presented. The tools and techniques for this investigation is mentioned
below:
Research design: - It is a pattern in which the information must be presented
regarding a particular area of concern. The research design is of three type such as
descriptive, exploratory and experimental. Among them descriptive research design will be
used as it aims toward describing about a particular situation or phenomenon in more
systematic manner. This support in providing more reliable and accurate information as it
does not control and manipulate variable and can only observe. For performing the current
study descriptive design will be used where the investigator put emphases toward presenting
several facts or information regarding the current condition of marketing industry in term of
women along with challenges they face in more detailed manner to make the study
understandable.
Research approaches: - For performing an investigation two type of investigation
approaches are mainly used such as inductive and deductive (Gioia, et.al., 2013). Among
them deductive approach will be implemented by the investigator for this research as it
supports in presenting more effective data by considering each and every small aspect of area
of study.
Type of investigation: - It is a crucial part of an investigation which is performed
with the help of two methods such as qualitative and quantitative. Among them quantitative
method of investigation will be consider while performing investigation which support in
implementing statistical techniques to evaluate most accurate and reliable outcome from
gathered information.
Data sources: - It involves the sources that will be used for collecting the information
regarding current area of study. There are mainly two sources through which data can be

gathered such as primary and secondary sources. Among them primary information will be
gathered by creating questionnaire and its data will be evaluated with the help of SPSS
(Green, and Elmore, 2012). On the other hand, secondary information will be gathered with
the help of online sources such as books, journals, articles etc.
Sampling: - It involves a process of forming up a group in such a manner that the
information regarding particular area of study can be collected from them on behalf of whole
population. The sampling can be performed using two methods such as probabilistic and non-
probabilistic (Kumar, 2019). Among them non- probabilistic methods will be taken into
consideration as it helps selecting the respondents who are experienced in their field that are
chosen as per the choice of researcher that help in gathering more reliable information. The
sample size for this investigation would be 50 respondents.
Instruments of data collection: - This section holds up more importance within
research methodology as it represents number of instruments that can be used by an
investigator to collect information (Mackenzie et.al., 2012). These instruments are interview,
focused group, questionnaire, brainstorming etc. For performing this investigation
questionnaire will be used which support in gathering huge information from larger number
of audiences at a time.
6 Ethical consideration
This component in research methodology is consider as an important element as it
enables researcher to maintain the quality of specified research report as well as help them to
complete the task in a given time frame without any hindrances. In context of current
research report, investigator make an initiative to collect or gather information from all
authentic and accurate sources. Due to which, it assists researcher to meet out the pre-
determined goal and objective in an improved manner. By managing the research ethics, it
supports investigator to provide better solution for identified research problem with an aim of
placing the report in a better position among other publishers within a desired time duration.
In this the report the investigator will follow the UoN ethical guidelines for performing the
investigation effectively
7 Reliability and validity
Under this criterion, it is concern about those aspect which states that the particular
resource study is valid and reliable. However, in regard of this research report, investigator
take an initiative to acquire all the data related to topic as well as gathered from the valid

sources or link. With the help of such initiation, it assists researcher to gain deeper
understanding about identified title and also aid them to accomplish better outcome within a
prescribed time limit. In addition to this, for present study investigator make use of both the
data collection method i.e. primary and secondary method. However, in terms of primary
method researcher applies questionnaire which is greatly accurate and reliable to the topic
that support each respondent to give their opinion or views in an amended mode. Moreover,
in context of secondary data, investigator gather data from all authentic publishers that enrich
the overall performance and quality of research study in an impressive style. Henceforth, by
the collection of proper or related information, it enables investigator to deliver reliable and
valid report inside existing marketplace within prescribed time limit in an improved manner.
8 Findings
9 Conclusion
10 Ethics forms

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