INTERVIEW: UN Women Japan Chief Calls for Breaking Gender Tropes

Tokyo, March 2 (Jiji Press)–Naoe Yakiya, director of UN Women’s Japan office, has underlined the importance of ensuring greater diversity among media and advertising professionals to break down gender stereotypes. “Advertising has the power to change social norms,” Yakiya, 52, said in an interview with Jiji Press ahead of International Women’s Day on Sunday, stressing the role that media and advertising can play in shaping society. She has been working to eliminate gender stereotypes since assuming the post in February last year as head of the Japan office of the U.N. body dedicated to gender equality and the empowerment of women. An international survey conducted about five years ago by UN Women found that roughly 70 pct of Japanese respondents said they did not see themselves reflected in advertising, as people’s values diversify amid social changes such as internationalization. The Japan National Chapter of the Unstereotype Alliance, which was launched by UN Women in 2020, includes cosmetics maker Shiseido Co. and other companies and works to break down simplistic portrayals such as “men are strong” or “women like pink.” A study by the alliance analyzing about 6,000 commercials found that ads attentive to gender diversity increased long-term sales by about 16 pct. “Companies incorporating diversity actually see business benefits,” she said. Drawing on her experience working for more than two decades at the U.N. World Food Program, Yakiya said that teams composed of people of different backgrounds and genders are more likely to generate new insights. Professionals in fields such as advertising must recognize that “diversity leads to innovation” and that “it is crucial for diverse people to be involved (in ad production),” she added. Attending university events on gender equality, Yakiya said she noticed that “a modest but increasing number of male students are participating,” sensing growing awareness of diversity’s importance. Looking ahead, she said, “I want to build a society where both genders can thrive, free from fixed notions of what women or men should be,” adding, “I want to continue this movement involving both men and women.” END [Copyright The Jiji Press, Ltd.]