IAPI launches annual Female Futures initiative to boost gender equality in advertising
This week, the Institute of Advertising Practitioners in Ireland (IAPI) launched its annual Female Futures initiative, an event aimed at exploring gender perceptions and their implications for brands. Now in its sixth year, the Female Futures Fund is designed to promote leadership coaching for women, focusing on accelerating their advancement into senior roles while ensuring retention and promotion of top female talent within the industry. The initiative is supported by prominent sponsors, including Guinness and Baileys.
The event featured presentations from Clare Kavanagh and Davina O’Donoghue, directors at Ipsos B&A, who unveiled exclusive insights from their recent research on gender attitudes. The findings revealed that 56% of men feel that efforts to promote women's equality have reached a point where they now discriminate against men. This data illustrates a notable shift in attitudes towards gender roles, indicating a growing preference for traditional perceptions of masculinity among a segment of the population.
Luke Reaper, CEO of Ipsos B&A, highlighted the ongoing inequality in Irish society, stating, “Despite improvements over time, Ireland remains an unequal society with women still more disadvantaged on many key indicators: earnings, political representation, and senior roles.” He pointed to results from the Ipsos B&A ‘Backlash’ and ‘Toxic Masculinity’ reports, denoting a significant challenge to the equality movement. Reaper noted a sentiment among young men that they are being asked to contribute excessively towards supporting female equality, presenting a complex communication challenge, especially among Millennials and Generation Z.
Reaper further stressed the importance of moving beyond outdated stereotypes in gender representation in branding. He remarked, “Representations of men and women need to move beyond outdated stereotypes and show, believable positive future roles in an increasingly equal society.” With this evolving social context, he underscored that brands must display courage while also being strategic in their approach to gender equality.
Linda Bradley, head of planning and insights at Diageo Ireland, reiterated the crucial role that initiatives like the Female Futures Fund play in advancing gender equality within leadership. She expressed Diageo's commitment to fostering an inclusive and diverse corporate culture. “At Diageo, we are committed to nurturing an inclusive and diverse culture, as well as shaping market-leading policies and practices because it is both the right thing to do and helps our business to grow,” she said. Bradley emphasised the necessity for brands to champion inclusion across all facets of their operations, which is why Diageo proudly partners with IAPI on the Female Futures initiative.
Siobhán Masterson, IAPI’s CEO, referred to the recent IAPI Census, indicating that while women comprise a significant majority of the entry-level workforce, there is a stark decline in their representation within senior roles, with double the number of men in positions over the age of 45. Masterson noted that the contemporary geopolitical landscape, paired with a shift away from stakeholder capitalism, presents additional challenges for the industry to sustain gender balance initiatives, but it also serves to galvanise business efforts further.
The event concluded with a panel discussion involving prominent industry figures, including Anna Doyle, board director, who moderated the session alongside other panellists such as Davina O’Donoghue from Ipsos B&A, Linda Bradley of Diageo Ireland, Finian Murphy from Core, and Alex Ingarfield of Droga5 Dublin.
Looking ahead, IAPI announced that applications for the 2025 Female Futures Fund will open on Thursday, 6th March, inviting all eligible members to participate in this transformative initiative aimed at enhancing gender equity in the creative industry.