With an extensive background of integrated marketing and communications roles across consulting, agency, in-house and journalism, Shelly Schumacher leads Nelson Schmidt Inc’s talented PR team in providing innovative solutions across the agency’s client roster. This Women's history Month, we had the opportunity to catch up with her ensuring equity in our workplaces and empowering female voices.
In what ways can women in advertising pave the way for or support younger women hoping to break into advertising?
It is crucial to help younger women find their voice no matter what industry they are pursuing. That said, as late as 2021, the New York Times reported that while the percentage of women to men in advertising is equal, roles with the most creative control are largely occupied by men. Women in our industry need to encourage work environments where young women not only find their voice but are empowered to use it. This is crucial to ensuring equity, not only in our workplaces, but also in the content we produce.
How can we close the gap created by ageism, especially among women, in the industry?
The first step is to demystify age. Women 40+ are aging differently than past generations. They are more active, more technologically savvy and have seen both sides of the fight for female equity. They started their careers when the industry was often led by a patriarchal mindset but have also been on the front lines of taking management-level roles as their male predecessors have retired. Like young women entering the industry, professionally advanced women must be empowered to use their voice and also be respected for the knowledge and business acumen they bring to the table – knowledge and acumen that is typically grounded in having done “all the things” at some point in their careers.
How does your experience as a woman in marketing inform your work?
According to Inc. Magazine, 70-80 percent of consumer purchasing decisions are driven by women. As a woman, I understand the emotion and thought processes that impacts these decisions. This makes me (and all other women in our industry) uniquely qualified to craft brand strategies that resonate with this key target audience.
Gen Z is a generation of digital pioneers and has shifted the framework of many industries. How have this new generation of young women impacted the advertising industry and where do you anticipate they will improve the workplace going forward?
Gen Z brings the energy, empathy and technological creativity that our industry so desperately needs. I have found these up-and-coming advertising professionals are passionate about taking things up a notch. They are not afraid to consider innovative and out of the box ideas that create a fresh relevance to our work. They are also motivated by the desire to do something that matters, which drives them to seek out opportunities to make a big impact in their work.