Ellen Pao

Heather Fletcher is senior content editor with Target Marketing.

Marketers invest oodles in Google ads, but they woke up Monday to #googlememo and #GoogleManifesto hashtags. The Twitter trends highlighted a sexist screed that circulated in the powerful Silicon Valley tech firm. Chances are, the search giant’s quarterly advertising revenue will remain in the billions, but will the public call for an Uber-style leadership ouster? And what will that mean for marketers?

Marketers may think there's nothing wrong with an all-male marketing team working on campaigns and programs aimed at women, especially if focus groups and research efforts include representatives of this segment of 50.8 percent of the U.S. population with trillions of dollars of buying power. However, more female marketers are coming forward to say that's a bad idea. In the best-case scenario, women may portray themselves to marketers in an idealized manner that perpetuates stereotypes. In a worst-case scenario, some deeper problems can emerge.

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