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Before Sister Motion was born, we had collectively spent decades in the creative industries. We were immersed in a world that preached the importance of understanding your audience, of speaking directly to their needs and desires. But when it came to women, the disconnect was glaring. The director’s chairs and edit suites were rarely occupied by the very people who held the purchasing power – women.

Women in the UK drive
70-80%
of all consumer purchasing
through buying power
and influence.

12.6%
of creative directors
are women

45%
of audiences think women
are being protrayed
inapproppriately
in advertising

2/3
of women say they skip
an ad when they feel
it’s negatively
sterotyping them

7%
of commercial directors
are women

69%
of women aged 45-60
feel invisible to brands
and advertisers

only
6%
of people who work
in advertising
are over 50

Women aged
45-54
have the most
disposable income

At the current rate of progress, gender equity in the UK screen industries, where women occupy 50% of key creative positions, will only be achieved in the year 2085.

(Re-Framing the Picture, Feb24′)

For brands that want to develop creative content that communicates effectively with women, it makes sense that women should ideate, direct, produce and execute this content.

This not only ensures content authentically reflects the diverse experiences and perspectives of women but it’s also good for business. Progressive advertising is proven to drive both immediate and long-term sales. (The Unstereotype Alliance – The Business Case for Progressive Advertising, Jun 24’)

We believe that diverse creative teams produce content that’s uniquely empowered to resonate with the diverse makeup of today’s consumer population.

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