Why Women Need Women in Advertising, and Why Amazon AdWords Isn’t Working for Them
“Amazon is a great platform to be on, and there are so many companies out there that use it for good,” says Kate Soper, a senior research fellow at the London School of Economics.
But it’s also a tool for bad advertising, says Soper.
“I think the real problem is the idea that women can do what men can do.”
The problem isn’t only the advertising.
It’s the culture of the women at Amazon, who are often seen as passive consumers.
“We are not consumers,” says Soder, “but we’re consumers who are not given opportunities to make a difference.
We’re seen as disposable.
We don’t know what we’re doing.”
The company says it’s trying to change that.
“Women are often the first to go when it comes to buying things online, but they’re not always the best ones,” Amazon wrote in a blog post in March.
“And we’ve noticed this bias is still prevalent.
Women are often overlooked for products, or when it’s important to have them on your site.”
The idea is that if women can use the site to learn about the world around them, and if they can find good deals on products, then they’ll feel more comfortable shopping there.
“If you’re a woman and you’re thinking, ‘I want to buy a product from Amazon because I don’t have to buy from a traditional store or a specialist,’ it’s a very good thing,” Soper says.
“But if you’re like, ‘Oh, I just want to use this as a learning tool for my career, for my own self-development, because I have to learn that there are other women out there, who do the same thing,'” she says.
The company is also trying to make the site more inviting for women who are interested in making a difference, by allowing them to post reviews.
It also wants to make sure the site is inclusive of women who might have problems finding jobs or career opportunities.
“It’s a really great opportunity to create a more inclusive workplace,” Soder says.
And it’s something Amazon’s already doing.
“The way we’re building this is really about building out our culture and changing how we work,” Sodey says.
So far, Amazon has found ways to work with women.
In June, the company announced a $5 million grant to create the Women in Ads community, which will help it identify potential hires.
But even that hasn’t been enough to reverse the tide.
A new study published in April found that Amazon’s pay gap for female executives is as much as four times greater than it is for male executives.
And a recent study published by Harvard Business School found that while women make up more than 50% of sales at major retailers, they are only 22% of employees.
So Amazon has done a lot to attract women, but has done little to get them to join.
Amazon’s first female CEO, John Mulligan, left the company in May 2018, and Sodeys believes that the company needs to be more aggressive in its efforts to increase the numbers of women in its workforce.
“Amazon has a long way to go,” she says, “to be where it is today, but there is a lot of good work being done.”
Amazon’s biggest challenge, though, isn’t that it’s too few women.
It is that it doesn’t have the same resources to do so.
And that’s the problem.
“They need to have more resources to be as inclusive and to be able to be a good leader,” Soprada says.
It sounds obvious, but she says that is one of the biggest problems.
“You don’t necessarily need to say, ‘Women are bad, women are bad.’
You can just say, we’re better than that.”
Soper thinks that Amazon could be a pioneer in the industry.
“When we talk about a company like Amazon, we don’t mean just a company,” she said.
We have this kind of hierarchical, male-dominated culture. “
One of the things that I think is particularly unique about Amazon is that the culture is so different.
It feels like it’s always about themselves.” “
People get promoted based on their ability to help other people.
It feels like it’s always about themselves.”
Amazon is already experimenting with that, and it’s making an effort to be inclusive.
But that hasn�t translated to getting more women into leadership roles.
In the meantime, Sodeyns says, she and her co-founder are working to change the culture.
And she thinks Amazon could start by offering more opportunities for women to become leaders.
“That is the kind of thing that could help Amazon be more inclusive,” she explains.