Negative and diminished perceptions of women and girls are one of the greatest barriers for gender equality. Advertising is a powerful driver to change perceptions and impact social norms – portraying women and men in modern, authentic and multidimensional roles. Companies can also influence business partners through inclusive supply chain policies and standards of engagement.
Suggested Actions
- Require business partners, contractors and suppliers to adopt the WEPs.
- Establish supplier diversity programmes that actively seeks to expand business relationships with women-owned enterprises and support them in access.
- Offer women entrepreneurs, particularly those in the informal sector and MSME business owners, with training, mentorship, financing and procurement opportunities.
- Support gender-sensitive solutions to women’s barriers to accessing financial products and services.
- Ensure that company products, services and facilities are not used for human trafficking and/or labour or sexual exploitation.
- Remove harmful gender-based stereotypes in the workplace as well as in all media and advertising, and systematically depict women and men as empowered actors with progressive, intelligent and multi-dimensional personalities.
- Regularly engage and consult with external stakeholders on their views, perspectives and needs.