We’re not alone here. I am inspired by the work at e.l.f. Beauty, for example, like “So Many Dicks”—the campaign to call out gender gaps in the boardroom. It was entertaining and spread messaging to make women’s lives better—all while helping the brand leap up the charts in market share. 

The commercial power of creativity for women

But the work doesn’t need to be capital-P “Purpose-Driven” to make an impact. In fact, merely caring enough about women audiences to break out your very finest creativity is in itself extraordinarily affirming for the audience. Because it is affirming to simply feel seen. To be understood and cared for. To be shown the basic respect of an advertiser hoping to delight you, and giving it every ounce of insight and imagination to do so.

Women are extremely savvy. They know when they’re being talked down to, and they know when you are putting in the effort of reaching higher. There is incredible commercial power when you strike this chord right.

I’ve seen this effect again and again—and not just in the work for female-driven brands. We do large-scale global work for all audiences, and sometimes we cast a protagonist in a gender-neutral role with a woman actor. It’s surprising, with great effect: Show a woman in a leading role, especially an unexpected one, and you’ve made a friend with a wallet. 

Turn up the heat

So here we are, standing on the edge of the future for women’s storytelling. As the era of dismantling DEI starts coinciding with algorithms offering up how-to videos for conservative Utah curls and tradwives making homemade bubble gum, I fear that the world of marketing will knee-jerk back to a world where “great” creative for women involves singing about how happy your fabric softener makes you.

No real woman sings about her fabric softener. Unless that fabric softener also gives you multiple orgasms. Which, last I checked, it doesn’t. 

So, this trumpet goes to all of the brilliant female creative leaders in the industry. I love you all very much, and we need you more than ever. Remember: The thing that got you in this position is your ambition and your wickedly unique creative POV. You have earned your seat at this table, and we’re all watching … including every single woman out there in the audience. Let’s give them something freaking incredible to watch.