How women are revolutionising marketing, layering fresh insights into winning campaigns

The marketing sector in India, like many industries worldwide, has undergone significant transformations over the years. One of the most positive and impactful changes has been the increasing influence of women in shaping marketing and communications.

Without the invaluable contributions of women, this landscape was incomplete, missing the diverse perspectives and empathetic touch that only women can provide. This shift is not just about increasing numbers but about harnessing unique perspectives and talents that drive innovative and successful campaigns.

Women bring unique perspectives to the marketing sector, often rooted in their diverse life experiences and innate ability to understand, and empathise with varied audience segments. This ability to connect on a personal level is invaluable in crafting campaigns that are not only effective but also meaningful and authentic.

Driving innovation

Research indicates that women control or influence 70-80% of consumer spending worldwide. Their insights into consumer behaviour, particularly from the perspective of primary decision-makers in households, enable the creation of campaigns that resonate deeply with target audiences. This understanding helps marketers craft messages that are both relevant and impactful.

Innovation in marketing goes beyond creative ideas; it involves implementing strategies that break new ground and deliver measurable results. Women in marketing have been at the forefront of driving such innovation.

A study by McKinsey & Company found that companies in the top quartile for gender diversity are 21% more likely to experience above-average profitability. This correlation suggests that diverse teams, including women in leadership roles, contribute significantly to the financial performance of organisations. Women bring fresh perspectives and challenge conventional thinking, leading to more innovative solutions and effective marketing strategies.

At Brand Street Integrated, we have seen this dynamic play out through the contributions of many of our talented female team members. For instance, Ishani Ghosh, our business head, has consistently infused her campaigns with insights that resonate deeply with our clients' target audiences. Her approach combines a keen understanding of market trends with an empathetic touch, resulting in impactful campaigns.

Empathy and inclusivity in marketing

Women's roles as caregivers and nurturers foster a high degree of empathy and emotional intelligence. These qualities are essential in marketing, where understanding consumer needs and emotions is paramount. Empathy allows women to create campaigns that resonate on a deeper level, addressing the concerns and aspirations of the target audience more effectively.

Emotional intelligence, which includes skills like self-awareness, self-regulation, and social awareness, enhances women's ability to navigate interpersonal relationships within the workplace and with clients. This results in better teamwork, stronger client relationships, and ultimately more successful marketing outcomes.

The Women Leading Change Awards, organised by Campaign India, recognise and celebrate the contributions of female trailblazers in the marketing communications industry.

Brands that are perceived as empathetic and inclusive tend to outperform their competitors. Women marketers often bring a heightened sense of empathy to their work, leading to more inclusive and emotionally resonant campaigns. This empathetic approach helps build stronger connections with consumers, fostering loyalty and trust.

Fostering a collaborative environment

Women’s diverse life roles also provide them with a broad perspective on societal issues and cultural nuances which has shaped their leadership style to emphasise collaboration and inclusivity. These qualities foster a supportive and dynamic work environment where diverse ideas can flourish.

Concerted leadership encourages team members to contribute their unique insights, leading to more innovative and well-rounded campaigns. Collaborative environments have been shown to increase employee engagement and productivity, and highly engaged teams show greater profitability. Women leaders who prioritise teamwork and open communication create an atmosphere where creativity and innovation thrive, driving business success.

Mentorship and professional growth

Supporting the professional growth of women in marketing is crucial for nurturing talent and fostering leadership. Mentorship programs and leadership training play a vital role in empowering women to advance their careers.

According to the Global Mentoring Impact study, 67% of businesses reported an increase in productivity due to mentoring. Women who have access to mentorship opportunities are more likely to develop the skills and confidence needed to take on leadership roles. Encouraging continuous learning and development helps build a pipeline of future leaders who can drive the marketing industry forward.

The impact of women in the Indian marketing sector is profound and far-reaching. The diverse roles women play in their lives contribute significantly to their effectiveness in the marketing sector.

The skills and insights gained from managing multiple responsibilities, empathising with others, communicating effectively, and adapting to change enhance their ability to create and execute successful marketing campaigns. By leveraging these unique strengths, women are not only driving innovation in marketing but also fostering a more inclusive and empathetic industry.

As more women continue to rise to leadership positions within the industry, the future of marketing in India looks not only bright but also more inclusive and representative of the diverse society we live in.

Abhishek Mehta is director of human resources at Brand Street Integrated.