Reviewing 6,877 newspaper articles from the Sun, Guardian and Telegraph, we have found that marketers are presented remarkably consistent ways.
For every one article that mentioned a female marketer, three articles mentioned male marketers. Yet industry stats suggest the balance of male and female marketers is more even than this.
Marketers were presented as listening to consumers in just 7% of the articles. Far from responding to customer requirements, marketers were presented as telling their consumers what they wanted in 47% of the articles.
The overall trend is for marketers to speak on topics when they are trying to spin them in favor of their organization. No wonder the Chartered Institute of Marketers notes that marketers suffer from an ‘image problem’ in the wider society.