The Impact of Female Representation in Advertising: Why It Matters in Australia

In today’s rapidly evolving media landscape, advertising has an unparalleled influence on societal norms and values. At Eric Tom and Bruce, a production company founded and run by women in Australia, we’ve seen firsthand how powerful advertising can be in shaping public perception. Yet, despite progress in recent years, the representation of women in advertising still leaves much to be desired—both in front of and behind the camera.

Why Female Representation Matters

Advertising is more than just a tool for selling products; it’s a mirror reflecting society’s values and aspirations. When women are authentically represented in ads, it does more than just appeal to a broader audience—it challenges outdated stereotypes and promotes gender equality.

In Australia, where diversity is a cornerstone of our national identity, it’s crucial that our advertising reflects the true makeup of our society.

The Current Landscape in Australia

While there have been positive strides in recent years, there is still a significant gap in how women are represented in Australian advertising. A study by the Australian Association of National Advertisers (AANA) revealed that although women make up half of the population, they are underrepresented in key creative. Moreover, when women do appear in ads, they are often depicted in stereotypical roles, which can reinforce harmful societal norms.

This underrepresentation and misrepresentation have real-world consequences. Women, particularly young girls, are bombarded with images that define their worth in terms of appearance or domesticity, rather than showcasing the full spectrum of their capabilities and aspirations. This not only limits their potential but also impacts their self-esteem and ambitions.

The Role of Female-Run Production Companies

At Eric Tom and Bruce, we understand the critical role we play in reshaping the narrative. We are committed to challenging the status quo by creating content that authentically represents women in all their diversity—across age, race, occupation, and more. This commitment extends beyond just the characters we depict; it’s also about who is behind the camera making those creative decisions.

By having more women in leadership positions within the advertising production process, we ensure that female perspectives are not just included but are integral to the storytelling. This leads to more nuanced, authentic portrayals of women that resonate with audiences and reflect the diversity of the Australian experience.

The Benefits of Authentic Representation

When women are represented authentically in advertising, it doesn’t just benefit society—it’s also good for business. Research consistently shows that ads featuring diverse and realistic portrayals of women are more effective. Consumers, particularly younger audiences, are increasingly drawn to brands that reflect their values, and gender equality is a significant part of this equation.

In Australia, where consumers are becoming more conscious and vocal about social issues, brands that fail to represent women fairly risk losing relevance. Authentic female representation in advertising can build brand loyalty, foster trust, and create a deeper connection with audiences.

Looking Forward: A Call to Action

While progress has been made, there’s still much work to be done. We believe that the future of advertising in Australia must be one where women are not only visible but are portrayed in a way that is empowering and reflective of their true potential. It’s time for the industry to move beyond tokenism and embrace the full spectrum of female experiences.

For this to happen, more female voices need to be heard at every stage of the advertising process—from concept development to final production. As a female-run company, we’re committed to leading this change, but it’s a challenge that requires the collective effort of the entire industry.

We call on our peers, clients, and the wider community to prioritise authentic female representation in their campaigns. By doing so, we’re not just promoting gender equality; we’re helping to build a more inclusive and forward-thinking Australia.

Together, we can ensure that the images and stories we create reflect the diversity and strength of all Australians—because when women are represented fairly and fully, everyone benefits.