Media sales is a broad term. The salespeople monetise news publications, TV channels, radio, OOH, digital, OTT, and production outfits- anyone with content that is being consumed. The job of a media platform is to take brands to consumers. Here, we define media sellers as professionals who sell ad spots or inventory to brands that advertise to reach out to potential consumers who buy those brands. Read on as we showcase and explain the need to break the male customer stereotype in media sales.
If we look at the business of media, subscription as a model works feebly in a country like India. For media to function, advertising needs to flow in. Three stakeholders ensure that brands advertise with media platforms. The media owner (who creates the offering and platform and gets the number of promised consumers). The ad agencies and the client buy media inventory and populate that with brand films and other messaging options to reach out to the end consumer for the brand.
Male Customer stereotype in media sales: What we are talking about
So here we are talking about the customer. There are two- the customer whom the media is selling to get ad inventory booked. The ultimate customer for the brand, whom the media is catering to, buys crafting its programming/ content strategy. In the dynamic business landscape, stereotypes often cloud several business decisions. One such is the recruitment of a media salesperson.
The changeincontent team spoke to a few HR and media sales leaders. The role of a media salesperson is to reach out to agencies and clients to sell spots, banners or space. Typically, all media owners want to recruit women as salespeople. The reason is women can make ”inroads” into client offices more efficiently.
Male customer stereotype in media sales: The underlying assumption
Several factors shape perceptions and behaviours on both sides of the counter. One such stereotype, deeply ingrained yet seldom examined, is that of the “male customer.” In this exploration, we delve into the nuances of this stereotype, understanding its implications and offering insights for reshaping recruitment in a diverse and inclusive world.
Recruiting a woman in sales: The gendered assumptions
Such a recruitment need stems from the assumption that most decision-makers are male.
Of course, a few more factors lie underneath these assumptions.
A woman is an attractive creature; hence, a male customer would be willing to meet her. Also, if her role demands her to be more persuasive, a male customer is unlikely to refuse her. Media is a crowded space with several choices for advertisers. To literally break the clutter on the media agency/ brand team floor, a pretty woman works the best.
It also stereotypes a man as someone who always likes to meet someone from the opposite gender. We see it reasonably objectionable to responsible ‘men’ who are brand custodians as being morally dubious creatures who want to meet women only.
Numbers speak for themselves.
The assumption is that not too many women are heading media agencies or are advertisers. An overall survey by the Periodic Labour Survey shows that 18.1% of women are in managerial positions in India. The seventh edition of Deloitte Global’s Women in the Boardroom report revealed that women held 17.1% of the board seats in India in 2021.
The same year, the number of women taking up CEO roles showed an increase, with 4.7% female CEOs against 3.4% reported in 2018. The world of advertising, marketing, and media has many women in leadership roles. While it is still far from an equal man-woman ratio in the industry, it is disheartening to see that the assumption is that a woman in a sales role is recruited to cater to a male customer.
The larger question is, why should gender influence the fate of a sale?
At first glance, the “male customer” stereotype appears innocuous, a seemingly benign categorisation of a demographic group. However, upon closer inspection, its implications become more pronounced, influencing everything from marketing strategies to employee attitudes. But what exactly does the stereotype entail, and how does it manifest in media environments?
Characteristics of the male customer
The stereotype of the “male customer” in ad films often conjures images of assertiveness, decisiveness, and also someone who is naturally polygamous. Also, the seemingly harmless association of “Men being men“: If we flip that role and put a male customer who is buying media inventories, the characteristics remain the same.
These assumptions, while based on societal constructs of masculinity, fail to capture the diverse array of personalities and nuanced decision-making that governs media buying. By pigeonholing male customers into a narrow archetype, recruiters risk alienating a significant portion of their consumer base while perpetuating harmful gender norms.
Manifestation of the assumption
In practice, the “male customer” stereotype manifests in various ways throughout the business landscape and percolates down to the end consumer. From the subtle nudges of gendered marketing campaigns to the assumptions made by sales associates, its influence is pervasive and often goes unnoticed. Consider, for instance, the prevalence of “masculine” branding and product packaging (here, we are talking about the end-consumer), which may inadvertently exclude individuals whose preferences diverge from traditional notions of masculinity.
The impact of the assumption
Stereotyping men in ad films, reels, digital media assets and all forms of content. From the business perspective, it is seen in trade events, where, again, there is entertainment planned for the ‘ male customer’ – like offsites with fun and games.
To reiterate, the impact of the “male customer” stereotype extends beyond creative settings, infiltrating broader societal perceptions of gender and consumer behaviour in the world of media sales. As a result, women salespeople may encounter biases and expectations based on the perceived qualities of male customers, which are considered masculine norms. Therefore, this can lead to a host of challenges, including women business people having to dress and behave in a certain way.
Getting over the male customer stereotype in media sales: The way forward
Challenging the “male customer” stereotype requires more than just awareness. It demands proactive measures to dismantle ingrained biases and foster inclusivity within business environments. One strategy involves reimagining marketing strategies to reflect the diverse interests and preferences of consumers ( end and B2B). By moving away from gendered messaging and embracing inclusive imagery, creators can create a more welcoming environment for customers of all gender identities.
Equally important is the role of employee training and awareness initiatives in addressing unconscious biases and recruiting based on merit. By providing women with the tools and knowledge to grow within organisations, the media can cultivate a culture of inclusivity that extends beyond the confines of the sales floor. The subtle culture of objectifying women needs to be eradicated.
The final thoughts
Fostering dialogue and engagement between marketing, sales, and HR leaders can change the way recruitment happens in the media. Recruitment policies should give opportunities to more women in all kinds of roles, not only in sales, based on their perceived attributes. On the other hand, the media needs to come up with new narratives by changing the perception of a man in a newsroom, soap opera, or ad film.
By actively seeking to incorporate diverse perspectives into creating products and sales and marketing strategies, media owners can develop offerings that resonate with both B2B and the audience while challenging traditional notions of gendered characters or buyers. In conclusion, the stereotype of the “male customer” serves as a reminder of the pervasive influence of gender norms in the existing media culture. However, by critically examining and challenging these stereotypes, we can pave the way for a more inclusive and equitable business and creative landscape—one that celebrates and empowers businesses to hire and portray gender identities authentically.
Disclaimer: The views expressed in this article are based on the writer’s insights, supported by data and resources available both online and offline, as applicable. Changeincontent.com is committed to promoting inclusivity across all forms of content, which we define broadly to include media, policies, law, and history—encompassing all elements that influence the lives of women and gender-queer individuals. Our goal is to promote understanding and advocate for comprehensive inclusivity.
