As part of our takeover for International Women’s Day, we’re starting this week with a focus on male allyship. Today we’re hearing from Junior Data Analyst Oliver Merriden, giving his insight on being an actionable ally as a Gen Z male, working within media and advertising.
The media industry thrives on new ideas and different perspectives, but real progress happens when we make space for all voices to be heard. As a young man working in adland, I see first-hand how crucial it is for men, especially those just starting out, to be active allies. To challenge outdated norms and strive for a genuinely inclusive workplace.
#AccelerateAction
Male allyship isn’t about taking centre stage. It’s about listening, learning, and using our influence to make sure that the women we work alongside are properly seen and heard. It’s also about recognising that allyship benefits everyone. As a young man, I want to be part of a culture where fairness and opportunity exist, where my female colleagues don’t have to speak twice as hard to be heard, and where young men are encouraged to engage in the conversation around equality, without feeling like outsiders.
At JAA Media, we’ve built our reputation on backing the underdog, helping smaller brands stand tall against industry giants. But underdogs aren’t just businesses and brands, they are the voices in our workplaces that are being ignored. That includes women who feel unheard and the female leaders pushing against systemic barriers.
Women make up the majority of the UK adland workforce in junior and mid-level positions, but their representation decreases at senior levels. In 2024, women held around 32% of executive leadership, which is a slight increase but still falls short of gender parity. Women occupy only 14% of creative director roles – a persistent gender imbalance in creative leadership. It also includes young male professionals like myself, who are eager to learn what good leadership looks like, and how we can contribute to making our industry more equal.
This year’s International Women’s Day theme, #AccelerateAction, calls for urgency in breaking down these barriers. Progress in gender equality has been made, but the pace needs picking up. If we want to see real change, men in our industry need to step up. Not just with words, but with meaningful action.
So What Does Male Allyship Look Like in Media?
Media shapes our cultures. The way we represent women in our workplaces influences the way they are perceived in the real world. But allyship isn’t just about the adverts we create, it’s about the environment we foster within our workplace. As a young man this industry, I’ve come to realise that small actions can have a big impact. Here’s how we can accelerate action:
• Call out bias when we see it. Whether it’s in campaign strategies, hiring decisions, or the way meetings are run, we must challenge outdated norms and push for more inclusive representation for women. If I notice a colleague being spoken over or dismissed, I can make sure their voice is acknowledged.
• Make space for women to lead. This means ensuring women are not just present, but have a seat at the table. That they’re given the opportunity to speak, and are genuinely heard. As a young professional starting out in the industry, I can still be mindful of who is given the floor and support my peers so our contributions are valued equally.
• Mentor and support female talent. Allyship goes beyond support, it requires action. When I see potential in female colleagues, I should advocate for them, recommend them for leadership opportunities, and actively help their careers progress. Equally, young men need mentors who model this behaviour, so we learn from the outset what real inclusion looks like.
Creating Lasting Change
At JAA, we don’t just back underdogs in business, we champion them in the workplace too. True allyship isn’t about a single day of recognition, it’s about embedding inclusion into our everyday culture. By accelerating action today, we help build a future where gender equality isn’t just a goal, but a reality, one that benefits all of us, regardless of gender or seniority level.
