Groundbreaking cycling writer Adele Mitchell is hot on encouraging older women to participate in sport and celebrating the very many women who already take part. Older women, however, are often invisible in sports advertising – so we spoke to Adele to find out why brands should be reaching out to them.
We Are SuperHuman
THE WOMEN WE SEE INITIATIVE – FOR CREATIVES TO TAKE UP THE DIVERSITY CHALLENGE WE NEED TO REFLECT OUR AUDIENCE
The Women We See report by the GLA and UCL was published this week highlighting that in 2018 gender equality is still a problem in advertising and the women we see are not representative of the diversity we see in real life. At SuperHuman we fully welcome the call to action element of the initiative. The point of the report is not just to raise awareness of the eponymous diversity issues, that many of us are aware of, but to challenge London’s creatives to show women as they.
When we think about the experience economy and the idea of doing more rather than owning more, we often think of Millennials and Gen Z leading the way. Yet in SuperHuman’s Invisible Middle research, we can see that the experience economy is not just for Millennials. SuperHuman found that 78% of 40+ women had an appetite to explore and have new experiences.
For women over 40, experience and doing things that inspire sits front and centre for so many of them. The data from SuperHuman’s research plays this out. The top five key concerns for women aged 40 plus are: keeping healthy, fitness, doing things that challenge them, friendships and careers.
DIMA stands for Diversity in Marketing & Advertising and this week was their second annual series of the highly anticipated event. DIMA Summit is the only event of its kind in Europe, bringing together the entire marketing and media ecosystem under one roof, with a focus on fostering greater diversity and inclusion in the industry.
Our Co-Founder Sandra attended and she’s shared the five things she learned with us here.
CELEBRATING THE START OF CANNES LIONS WITH 3 REASONS WHY SUPERHUMAN CREATIVE IS A GAME CHANGER FOR BRANDS
Cannes Lions 2018, the festival of creativity, bursts into action today providing a high profile stage to address the gender imbalance in senior creative leadership.
It is estimated that women make up 46% of the advertising industry, but account for just 11% of creative directors. As both a Cannes Lions judge and mentor in the See It Be It initiative we are evangelistic believers in action speaking louder than words and this principle is central to our unique creative offer. We have put a framework in place that means, whether the brief is a female-focused NPD or a brand that wants to better connect with women, our creative is always on the money for our clients.
We asked over 1,000 women about their associations and attitudes to menopause. While there is much work to be done in changing associations, the report did suggest that attitudes are evolving and there is a group of women leading the way. But how can brands and the media get involved?
In this SuperHuman Women interview, we chat with Tiffanie Darke, Editor in Chief of A&E Networks about the new series History, Herstory, which shines a light on overlooked women in history, and how brands can join the female empowerment conversation in a meaningful way.
International Women’s Day 2018 was a watershed moment for brands with many using the opportunity to show their support for women and equality, with varying levels of success. As the only agency in the UK that specialises in helping brands to connect with women, we wanted to highlight the good, the bad and the ugly and give some top tips on how brands can get marketing to women right.
Over the last year, SuperHuman has been working with Boring Money to challenge the financial services industry to sit up and evolve its communications. It’s time to rip up the rulebook, lose the jargon and re-imagine financial information to make it more engaging and meaningful for real people and get more women investing.
Women are the most powerful consumers, driving the world’s economy. We’re also great money makers and savvy at saving too. Yet, there is a distinct lack of female investors. We look at the barriers to women investing and what brands can do to help.
Yardley of London has enlisted new strategic agency partner SuperHuman to bring its heritage credentials bang up to date in the lead up to its 250 year anniversary.