Note: This post references binary gender identity data. This does not align with BGN’s beliefs and we believe that gender identity is not binary.

In 2022, a Spencer Stuart study found that for the first time, the majority of CMOs were women (51%). This was an impressive increase from 2016, when only 23% of CMOs were women (Forbes). So have female marketers finally climbed the ranks to representation in leadership positions? Unfortunately, no. Despite the latest increase in female CMOs, only 20% of senior level positions in agencies are held by women (Forbes) in an industry where 60% of marketing professionals are female (Linkedin). However, research shows that “companies in the top-quartile for gender diversity on executive teams were 21% more likely to outperform on profitability, and 27% more likely to have superior value creation” (McKinsey). It has become increasingly clear that bringing women to your executive table drives business value. If the business value is this clear, what is happening as women advance within the marketing industry? Where are the 10% that do not advance and why are agencies male-dominated?

When Sheryl Sandberg published “Lean In”, it rose quickly to the best-seller list and became a catalyst for women asking for more in the workplace. However, as professionals began putting the work into practice, they found that the systems are often not set to help women succeed (NYT). Harvard Business Review noted that many companies still use promotion and recruitment practices that outright favor men. Sheryl Sandberg’s advice to simply “lean in” is not enough, if your employers do not also raise you up. Even companies that recruit and promote fairly, may not be perceived as fair. HBR noted that an equitable practice must also be perceived as such, in order for women to advance. Essentially, if women see that their peers are not being promoted, it is unlikely that they will push for advancement themselves (HBR). Displaying transparency around equitable practices is just as important as having such practices.

We would be remiss to say that marketing advancement is only a gender issue. Though roughly half of CMOs are female, “only 13% of all CMOs have racially diverse backgrounds, a field that includes Asian, Latina and Black women” (LinkedIn). From 2019 to 2020, the percentage of racially diverse CMOs actually declined. Though the headlines from 2022 are glossy and optimistic, we are a long way from equity. Continued conversations around equity in the workplace is the only solution that will begin driving change. There is more research than ever to help move progress forward and to get you started, we’ve noted a few things you can put into practice to drive equity in the workplace.

• Advocate for your female colleagues. Advocate for individual contributors that are not in the room, encourage your female colleagues to advance and show them that this is possible.
• Provide mentorship opportunities. If you sit in a leadership role, bring minority groups up to your table. Help them participate in stakeholder meetings, encourage their growth by creating the space to learn.
• Create fair practices and share these practices transparently. Work with your employers to develop and share equitable practices.

• Understand cultural differences and create spaces where minorities can be authentic and feel safe. Minorities often “code-switch” to adapt to a work environment. Remember that diversity of all kinds brings perspective to your leadership tables.

As a female-owned small business, we are always looking to support those that may lack the resources or the environment to grow. If you are a female-owned business, please take a look at our March Give Back and let us know how we can help.

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