Wez Hawes: Five lessons your business can learn from the footy Grand Final
By Wez Hawes, executive creative director, Innocean Australia
This might disappoint you, but this article has nothing to do with the headline. Soz. If I’d outlined what I really wanted to discuss, the vast majority of men would simply scroll on by.
You see, when the words ‘gender equality’ are mentioned, statistics show that men switch off and mentally disengage. Be honest, did you attend that recent equality talk? Log on to the seminar? Reply to that International Women’s Day email? More likely, you grabbed a cupcake and slopped off back to your desk.
They all saw you by the way.
Here’s the thing: women have been raging for years about how everything is fcked. With good reason. However, every gender equality campaign, article, and initiative is women speaking to other women in an estrogen inducing, cupcake scoffing echo chamber.
When the harsh reality is, gender equality is a male issue.
Let’s face it, we are the problem. Yes, even the ‘not all men’ brigade. We’re the ones who have to change, be better, lean in, listen, and not talk over our female colleagues. We’re the ones who can effect greater change by raising our sisters up, giving them a platform, a voice, a shot, space to express themselves, the opportunity to lead.
The next era of gender equality is upon us and it’s time for the women to put their feet up and send the men to work. We created this shit show after all.
Gentlemen, guys, dudes, fellas, bros, I’m sure there are many reasons why you haven’t got involved before. The word count of this article isn’t high enough to dive into them; that’s what therapy is for. All I’d say is that you don’t need to be a Mumbrella certified ‘Male Champion of Change’ to make a difference.
Here is the first really simple action you can do – and it only takes a few minutes. The impact of which will significantly improve the industry we all work in and love (most of the time).
ShEqual is a gender equality organisation currently assessing attitudes towards gender equality and issues deeply rooted within our industry. By getting more men to partake in this survey, you’ll be helping them understand how you feel about the issue within your work, workplace, and industry. Your own experiences and points of view will all also help shape how they move forward.
I’ll mansplain exactly what we want you to do.
1. Click here to take the survey. It’s anonymous.
2. Share it far and wide.
3. Send us an email at contact@fckthecupcakes.com if you want to join in and actively engage further. My brethren – and female members – will be delighted to finally have more men in the room.
Finally, if you’re an industry leader contemplating writing an article similar to the one the headline promises, maybe don’t. Instead, ask yourself if those column inches would be better utilised by a female colleague to give her a platform to write something far more interesting and worthwhile.
25 Comments
Wez, you’re the best.
Finally, a man in the room! We’ve been waiting a while for this. Let’s just hope many more follow suit.
Why is there a question about my gender in an equality survey?
Ah sorry. I’ll make myself scarce.
This is spot on in every way. Men should care about gender equality because it’s GREAT for men, too: goodbye restrictive gender roles and offensive stereotypes, hello equal paternity leave and a future where leaders climb the ladder because they are good leaders. Better for everyone!
You do realize not all MEN are equal. Some are gay, some black, some disabled. So before you type away going ‘oh i got this or I’m on fire with this response’ broaden your views.
Um to think a headline like this only talks to men is stereotyping at the highest order. I love my footy. I’m still gutted my Rabbitohs lost.
Others may have grabbed a cupcake but I see you too BTW. I’m sure you meant well.
Huzzah.
^THIS!^ Unfortunately men won’t pay attention until one of their own speaks up. Keep it up Wez
Yes the stereotyping is a bit blunt. And I know, Wes, that at least one female colleague found it a little odd when you reached out to them recently when looking for a CD and basically stated it was based on their gender. But good to see someone having a go. There will always be opinions about white privilege in gender equality and you could argue that by far the most disadvantaged people in our country are First Nations people and we should all be trying to address that as a priority, but good for you.
Why don’t you write an article about it then? Then people can ‘whataboutism’ all over you.
Ah, I see your virtue signalling, and I’m not buying it.
Isn’t ageism a bigger problem? There’s ongoing and blatant discrimination against over 50s/60s in pretty much every agency. Whatever gender adland employs, none (or very few) will actually retire in adland. 80% of financial assets and 53% of consumer spending is controlled by the baby boomer demographic (Deloitte 2017) and yet, how many people over 50, over 60, do agencies employ? In the UK the figure is 6%. In Aus I would imagine it’s about the same. Older employees (at the time they have families and financial commitments) are squeezed out and replaced by cheaper younger talent who in turn are squeezed out when they too become too expensive. Ageism in advertising is part of the business of making money. $$$ is likely why agencies are so woke about other issues but not this. “Careers” in advertising for whatever gender, are very short when compared to other sectors.
Agree 100%. I’ve always said there should be a balance of experienced creatives and emerging young talent. It’s disgraceful how easily these ‘costly’ staff members are cast aside by management who, ironically, see no issue with their own superior ages or salaries.
How very worthy.
Agree
Go Wez! The more guys talking about gender diversity the better. It’s not a women’s issue, it’s a people issue.
This article discusses gender equality, not diversity. I can’t help but feel you’re couching it as such Jasmine to avoid the awkward premise of this article which is gender stereotyping. Which is what got us into this mess.
For the record Wez “We’re the ones who have to change, be better, lean in, listen, and not talk over our female colleagues.” I found this perplexing as I work with male colleagues who talk over women, men, senior colleagues, more junior colleagues, and clients with equality. I work with women who do the same. I also work with a selection of gender diverse people who allow themselves to be talked over. If people of all genders don’t wish to be talked over, they need to learn to be more assertive. It’s that easy. Gender plays – in my experience as a woman – no role in these situations.
Also this: “We’re the ones who can effect greater change by raising our sisters up, giving them a platform, a voice, a shot, space to express themselves, the opportunity to lead.” I can’t speak for all women but I can effect change, give myself a platform, use my own voice and a space to express myself and lead very well without the help of anyone – man or woman. This, in case you didn’t realise, is condescending and frankly a difficult read.
I’m sorry, David, that sounds like management speak to me, and I know you hate that.
How innovative, trying to combat an “estrogen inducing, cupcake scoffing echo chamber” with a testosterone inducing, beer scoffing, football watching echo chamber. I cannot even. No words. Please stop the nonsense and move towards true equality, where gender is no longer relevant at all. Not interested, let’s move on please.
As a woman I find this so highly.. unnecessary. Please stop talking about gender and let’s move on to some real issues? Please? There is some serious issues with this conversation – specifically gender stereotyping in an article about gender equality – that is a little beyond words. Women don’t want or need this noise. I have never once suffered any discrimination due to my gender. Success comes from confidence, hard work, commitment and leadership, not your gender.
Don’t know you. But good on you for championing SHEqual and gender equality in our industry. Putting all those token ‘Male Champion of Change’ to shame. Onya 💪
Thanks Wez. In my personal experience, this is a big issue in this industry and appreciate people starting conversations about it (which will ultimately lead to change). Good on you.
90% of all the headhunters are women. Many women have started ad agencies and are at the helm of agencies and networks, including your own. Media, PR, TV Production are dominated by women. So what are you talking about?
Great article. But ageism is also a massive problem in advertising right now. Yes, I am one of them and nearing 50. Jeez. The thing is, we were inspired and mentored by “older” folk. The ones who could give us advice on copy, art direction, film, editing etc, but also how to manage the job, the clients, the inevitable roller coaster of emotions when your work is blown out, bought, then blown out again. How they got up from the canvas and started again. Our business is 100% right to be more inclusive regarding diversity, but shouldn’t be at the expense of age and talent. A fine balance makes better work and better creatives. Let’s champion equality across all fronts.