SlideShare a Scribd company logo
We must have equality by
now? Why unconscious
bias in the agency world is
holding you back
Cheryl Luzet
WAGADA DIGITAL
WE ALL
WE ALL
WE ALL
PREFER
PREFER
PREFER
MEN
MEN
MEN
#BrightonSEO
#BrightonSEO
#BrightonSEO
The hardest
week of my career
The easiest
week of my
working life
#BrightonSEO
#BrightonSEO
#BrightonSEO
Middle aged
white man
says,
'unconscious
bias is crap'
#BrightonSEO
Why should I
give you the job
over any of the
other blonde
bimbos?*
* Actual words spoken to a
candidate in an agency job
interview, circa 2012
Munich Security Conference 2022
CAN YOU GO AND GET THE SANDWICHES?
....PLEASE?
An anachronistic
product of social
conditioning and
outdated stereotypes.
#BrightonSEO
Mary Ann Sieghart
#BrightonSEO
https://implicit.harvard.edu/implicit/takeatest.html
#BrightonSEO
Imagine a
nurse.
Imagine a
secretary.
Imagine a
firefighter.
Imagine
a CEO
Imagine
someone
crying in the
office.
https://cpblondon.com/new-ad-campaign-tackles-everyday-gender-bias/
Pregnancy bias
#BrightonSEO
#BrightonSEO
#BrightonSEO
Men interupt women in meetings 33% more
than men interupt other men
#BrightonSEO
Trust in female leadership
is actually going down
#BrightonSEO
In 2022, only 47% were “‘very
comfortable” having a woman as
CEO of a major company, down from
54% a year earlier.
https://www.bbc.com/worklife/article/20221129-the-trust-crisis-facing-women-leaders?utm_source=linkedin&utm_medium=newsletter&utm_id=worklife
https://www.bbc.com/worklife/article/20221129-the-trust-crisis-facing-women-leaders?utm_source=linkedin&utm_medium=newsletter&utm_id=worklife
One in 10 men said that they would
explicitly not be comfortable with a
female CEO.
https://www.bbc.com/worklife/article/20221129-the-trust-crisis-facing-women-leaders?utm_source=linkedin&utm_medium=newsletter&utm_id=worklife
45% of those questioned said they
were “very comfortable” with a
woman at the head of their
government, down from 52% in 2021.
Women Men
Entry Senior
100%
75%
50%
25%
0%
48% of entry level
jobs go to women
26% of senior level
jobs go to women
AT TIMES, WOMEN HAVE TO
WORK HARDER TO GET THE
SAME LEVEL OF TRUST
THAT IS ALLOCATED TO
MEN WITHOUT QUESTION.
James Bavington, StrategiQ
#BrightonSEO
perception bias #BrightonSEO
affinity bias
#BrightonSEO
Munich Security Conference 2022
halo effect
#BrightonSEO
Facts and
evidence
Our
beliefs
What we see
Confirmation Bias
#BrightonSEO
Only 37%
of those
who appear
in ads are
women
Only 26% of
ads feature
women in
lead roles
Men speak
7 times
more than
women in
adverts
Only 3% of
ads displayed
women as
creative or
funny
BECHDEL TEST
TWO WOMEN TALK ABOUT ANYTHING BUT MEN
#BrightonSEO
DEGGAN'S RULE
SMURFETTE
SMURFETTE
PRINCIPLE
PRINCIPLE
#BrightonSEO
#BrightonSEO
#BrightonSEO
#BrightonSEO
Deal with it right away.
#BrightonSEO
"Is there any reason
why you've HANDED
me your coat?"
#BrightonSEO
#BrightonSEO
#BrightonSEO
When you did this...
You made me feel....
#BrightonSEO
Would you be willing to listen
and
let me finish?
#BrightonSEO
Don't be a victim
#BrightonSEO
Control the narrative
"I'll get the sandwiches again."
Back your team!
#BrightonSEO
companies where at least
one third of their senior
managers are women have
net profits ten times greater
than companies with no
women in these roles
https://www.independent.co.uk/news/uk/home-news/female-bosses-companies-profit-ftse-350-a9639766.html
YOUR BOSS IS
MORE LIKELY TO
BE CALLED JOHN,
THAN TO BE A
WOMAN
#BrightonSEO
https://www.theguardian.com/business/2015/mar/06/johns-davids-and-ians-outnumber-female-chief-executives-in-ftse-100
thanks to all these people...
Kirsty Hulse
Bethan Vincent Zoe Dean
Vikki Young
James Bavington
Anna Peck
Michelle Stacey
Fiona O’Donoghue Patricia Seabright
Stephen Kenright
Becky Simms Louise Towler
Ian Miller
Jaye Cowle

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