Wednesday Webinar-Beyond the Gender Tug-of-War: When Balance Beats Battle

Beyond the Gender Tug Of War- When Balance Beats Battle

The Market Research Society of India (MRSI) held its first Wednesday Webinar of the eighth season on 22nd January 2024, on ‘Beyond the Gender Tug-of-War- When Balance Beats Battle’. The session was hosted by Mukul Gautam, Independent Consultant, Amitabh Mishra, Head Insights & Analytics- India, Dr Reddy’s Laboratories, Sunder Muthuraman, Executive Vice President, IPSOS MMA and Sivakumar Somanathan, Consumer Behavior Consultant, Curious Cat Consulting; including speakers Ekta Relan, Saatchi & Saatchi, Chief Strategy Officer, Amitabh Pande, Chief Consumer Strategy Planning and Digital Officer, Diageo India and Macneil Chowdhury, Director Qualitative, India Insights Division Head, The Alternate Room, Kantar. This webinar explores the future of gender-balanced branding, highlighting how authentic representation drives both social progress and business growth.

The discussion began by exploring the shifting gender narratives and examining the contrast between conflict and collaboration. The session guided attendees through the importance of fostering balance over competition, breaking down the cultural and societal shifts driving this change.

Host Mukul Gautam, Independent Consultant emphasized, “We live in a society where paradox and polarity coexist. The ongoing question is whether men's narratives need more focus. This is a challenging time for brands, as there are countless nuances, and the risk of being called out is ever present.”

Macneil Chowdhury, Director Qualitative, India Insights Division Head, The Alternate Room, Kantar highlighted, "Over the last decade, as we have observed the evolution of gender narratives and the need for social and cultural shifts to address persistent inequalities, we've also examined masculinity. Masculinity has often been flawed and in a state of flux. Over the past 10–12 years, it began embracing fluidity, highlighting the softer aspects of being a man a concept once termed 'pretty patriarchy.' That phase transitioned into one of melancholy, and now we face an identity crisis. For the first time in mainstream urban society, men are grappling with what women have successfully managed for generations: navigating fragmented identities."

Ekta Relan, Saatchi & Saatchi, Chief Strategy Officer added, "In a country where men once quietly used fairness creams, we now have male beauty influencers with millions of followers, openly shaping beauty standards. Similarly, while showing emotion in the boardroom was once seen as career suicide for CEOs, today, discussions about burnout are becoming common. This shift isn’t just a small change it’s a disruption, and like any disruption, it comes with challenges. While women’s empowerment has followed a steady, progressive path over decades, the redefinition of masculinity seems less structured. We also see brands adapting their stance under societal pressure, reflecting the evolving cultural dynamics."

Speaking on balanced perspective in society, Amitabh Pande, Chief Consumer Strategy Planning and Digital Officer, Diageo India said, "Every brand is unique, with its own position, values, belief systems, and purpose. This allows each brand to choose the role it wants to play in fostering a balanced gender conversation. For instance, a brand can take on the role of a shaper, actively working to influence and shape culture. Alternatively, it can act as an accelerator, not necessarily shaping the conversation but amplifying and supporting the cultural shift already taking place. As these balanced conversations emerge, brands can choose to stand firmly for these values and make their purpose align with this evolving narrative."

The speakers shared insights on the changing gender dynamics, societal changes and cultural factors shaping conversations. Their perspectives offered a deeper understanding of how prioritizing balance, rather than opposition, can lead to a more inclusive and positive future.

To explore how moving beyond the gender tug of war can lead to balance over conflict, watch the complete MRSI webinar.