Why Women in Advertising Need More Than Just a Seat at the Table

Rounding off our two-week takeover for International Women’s Day, we’re shining a spotlight on our female voices within JAA. Today, Senior Marketing Executive Josie Espinosa examines the issues surrounding female representation in advertising.

The advertising industry has long had a gender problem – both in representation behind the scenes and in the way women are portrayed in campaigns. Increasingly, there’s a feeling that advertising is failing to reflect them authentically, raising the question: is the industry becoming irrelevant? Advertising holds immense power, not just to influence, but to mirror society. Yet, each International Women’s Day, we see the same cycle of inauthentic ‘femvertising’ – brands jumping on the empowerment bandwagon without driving real change.

Meanwhile, the momentum behind Diversity, Equity, and Inclusion (DEI) in advertising is stalling. What was once a top priority is now being deprioritised, with some companies rolling back their commitments altogether. Across the globe, policies supporting DEI are being dismantled, signalling that gender equality – and progress – are at risk. But in the face of these challenges, some brands are breaking through, pushing real issues in meaningful, intersectional, and innovative ways. It’s time to demand more than just a seat at the table – it’s time to build our own entirely.

Every Stain Should Be Part of the Game – Arsenal FC & Dirt Is Good (Persil)

6 in 10 girls fear playing sport due to period leaks. Because of this fear, 1 in 2 girls have skipped sport when on their period, and 3 in 4 experienced anxiety when playing during their period. This campaign is about inspiring the next generation to play on through their periods and not be afraid of stains. Be that blood, sweat, or mud.

Flo Health Inc. – No Such Thing as TMI

Flo‘s latest campaign is a bold statement against the stigma surrounding female health. By addressing issues that are often considered ‘too much information,’ it challenges taboos and normalises open discussions about women’s bodies. Armed with copies of “The Menstrual lssue”, they sparked conversations usually kept behind closed doors. The response on London’s streets was relief, connection, and the powerful realisation that “I’m not the only one.”

Through Her Eyes – Southwark Council & Nice and Serious

A hauntingly powerful campaign, Through Her Eyes flips the gender script on women’s safety. It places viewers in the shoes of a boy experiencing the fear and vigilance required to navigate public spaces. Raw and emotional storytelling makes an everyday reality impossible to ignore, sparking crucial conversations around sexual harassment and women’s safety.

Vanish – Me, My Autism & I

Vanish shines a light on the visceral importance of the relationship autistic individuals have with clothing. By focusing on sensory experiences and the comfort that familiar fabrics bring, this campaign brings much-needed visibility to an often-overlooked group. Autistic girls are 3x less likely to receive a diagnosis than boys. It’s a brilliant example of inclusive advertising that goes beyond tokenism to authentically represent a lived experience.

Amputee Lionesses – Missing

This campaign sheds light on the England Amputee Lionesses’ struggle for funding, revealing the disparity in support for disabled athletes. Highlighting the absence of these women from the global stage, the campaign creates a powerful visual metaphor for the broader inequalities in sports funding.

In the wake of the 2020 global reckoning on diversity, equity, and inclusion (DEI), many brands made bold commitments to change. Companies pledged to implement more inclusive hiring practices, diversify their supply chains, and ensure fair representation both internally and externally. However, four years on, there has been a marked rollback. The urgency has faded, and DEI initiatives are increasingly being dismantled or deprioritised.

This shift has been particularly evident in the U.S., where a growing conservative movement has framed DEI as ‘reverse discrimination’, positioning it as the antithesis of a so-called ‘merit-based’ system. Many corporations are now retreating from their commitments, fearing political backlash or prioritising profitability over progress. The result? A DEI landscape that was once seen as essential is now being labelled as controversial, unnecessary, or even detrimental to business.

But this deprioritisation is not just a rollback on corporate promises – it has real consequences. The advertising industry, already plagued by inherent gender biases, risks regressing further into old patterns. Research shows that whilst women make up approximately half of the advertising workforce in the UK, U.S., and Spain, they remain significantly underrepresented in leadership roles, particularly within creative departments. Longstanding barriers such as exclusion from key accounts, a culture of overwork, and the preference for hiring in one’s own image keep women – especially women of colour, disabled women, and queer people – out of decision-making positions. Instead of actively dismantling these barriers, the industry is now treating DEI as a trend that has run its course.

For advertising to be truly inclusive, diversity efforts cannot be superficial or tokenistic. It’s not enough to hire women simply to fill quotas – there has to be a deeper commitment to ensure these voices are heard, valued, and empowered to lead. As one female creative put it: “When you create a working environment that gives everyone a voice, it teaches others to listen, breaking the echo chamber.” Without an intersectional approach, advertising will continue to reflect only a narrow, privileged perspective.

The industry thrives on innovation and creativity, and research has consistently shown that diverse teams produce better, more original work. Different backgrounds bring fresh perspectives, challenge outdated narratives, and prevent the kind of tone-deaf campaigns that often spark backlash. We need this in creative leadership, not only to foster more representative storytelling, but to break the cycles of exclusion embedded within the industry.

As some brands step back from their DEI commitments, those who remain committed to true inclusivity have the opportunity to lead the way. The future of advertising lies in its collective voices – ones that are diverse, representative, and unafraid to push for progress. Now is not the time to retreat; it’s time to push forward. To ensure that inclusivity is not just a passing trend, but a fundamental pillar of the industry’s future.