Gender Dynamics: How to market to women and future-proof your brand


Hosted By

About this event

The topic of Gender has never been more divisive, International Women’s Day this year was a stark reminder of the challenges that brands face when it comes to talking to their female consumers. With brands still firmly stuck in the empowerment quandary when it comes to marketing to women, we ask:

  • Is that really what women want from brands?
  • What are the cultural forces at play moving the conversation forward?
  • What do brands need to do about it to future-proof themselves and attract the next generation of women to their brands?
The talk will help you to understand the landscape of marketing to women and gender dynamics in today, where consumer tastes will go in the future and what brands need to do about it to future-proof themselves with the next generation of female shoppers.

Chapters covered

  • The new faces of inclusion
  • The caricature of women
  • Empowerment evolution
  • "Next Gen" does not always mean Gen-Z
Running schedule
  • 5:30pm - 6pm - Registration and grab a drink
  • 6pm - 6:40pm - Gender Dynamics: How to market to women and future proof your brand talk by Charlotte Willcocks, Head of Strategy at Impero.
  • 6:40pm - 7pm- Time for questions
  • 7pm-7:30pm - Panel discussion [The future of gender marketing] 
  • 7:30pm > - Drinks
  • Charlotte Willcocks, Head of Strategy, Impero
  • Zuhur Mohamed, Cultural Researcher, Impero
Panel Guests
  • Aisha Jakhura, Head of Brand, George at Asda
  • Claudia Solano, Head of Creative, George at Asda
  • Danielle St James, Founder of 'Not A Phase', a charity dedicated to supporting and championing the trans community.
Panel Host
  • Nicola Kemp, Editorial Director, Creativebrief


Aisha Jakhura's photo

Aisha Jakhura

Head of Brand George at Asda

Aisha is the Head of Brand and leads the marketing across all customer touch points in-store and online.

Claudia Solano's photo

Claudia Solano

Head of Creative George at Asda

Claudia is Head of Creative at George at Asda and has over 10 years’ experience in fashion retailers, having been at Asda for the last 8 years.

Nicola Kemp's photo

Nicola Kemp

Editorial Director Creativebrief

Nicola Kemp is Editorial Director for Creativebrief, where she oversees consumer trends, innovation, and interviews with industry thought-leaders from across the creative industries for all areas of the business. She is a member of the Associate Board and focused on growing the reach, relevance and reputation of Creativebrief and BITE.

Anita Chhiba's photo

Anita Chhiba

Founder & Creative Director Diet Paratha

Anita Chhiba is the founder and director of Anita Chhiba is the founder and director of Diet Paratha, a community platform run on Instagram which exists to celebrate the range of talent across the South Asian diaspora.