It's important to accept & recognize GenZ's need for individuality over gender: Aruna Jathar

In conversation with Social Samosa, Aruna Jathar talks about the barriers and biases that women face today in the Indian A&M industry, emerging marketing trends, and as a Jury Member of Social Samosa Superwomen 2023, shares a message for the participants.

With over 20 years of experience in brand marketing, advertising, marketing strategy, and demand management, Aruna Jathar, Chief Marketing Officer, TenderCuts, shares that AI is reaching heights which content never achieved before. She compares quick commerce to observing the changing consumer mindset and explains how GenZ and younger consumers are driving change in the marketing industry and how marketers are following these trends.

She also shares tips and tricks for maintaining work life balance by prioritizing tasks, delegating where possible, taking breaks, and more.

Edited Excerpts:

What are some emerging marketing trends that you are particularly excited about, and how do you see them shaping in 2023? 

Trends are always an interesting discussion because depending on the specific industry, opinions, and views on trends may be varied. I am excited and awed by AI-based ChatGPT, it is going where content never went before, and the speed and accuracy is amazing. 

The other one for me is quick commerce, I find it interesting because it is almost like observing the changing consumer mindset, especially the GenZ, their ability to adapt to tech and offer exact solutions that they are imagining, and Quick commerce is that.  

One can argue that both these trends make us lazy and dependent. My view is they are bringing efficiency, freeing up our time to be more creative and analytical most important in quick e-commerce increasing employment and hence improving economy 

A big part of success is mental health & work-life balance – how do you ensure creating a work-life balance for yourself & those around you? 

The most important part is acceptance, acceptance of the fact that managing different roles does cause a little bit of stress. Prioritize tasks, this is an art and we all need to learn, to have a calendar that maps your professional and personal commitments, so you know exactly what you can take on and what you need to refuse. Delegate where possible this improves efficiency and creativity.

I like to give a “break at office” which means once a high-priority or time-bound project is over, we try and keep the next 2- 5 days a little easy, so the team members have time to complete their daily tasks, catch up with colleagues, have relaxed coffee break and wind up early in the evening.

Also Read: The approach of demarcating traditional media planners from digital planners not feasible anymore: Anisha Iyer

As GenZ enter the working group segment, who are more vocal about everything including discrimination, how does the industry need to realign its approach? Any tips on what the industry needs to keep in mind to avoid creating gender bias? 

The first and foremost step is to think of an individual and not as a gender when work is assigned or when roles are realigned or promotions are being planned. This can be done only through constant training at an organizational level.

GenZ has always been vocal, now with social media and access to information, they are able to react fast, express fast, and also garner support fast. Given this, it is important to accept and recognize their need for individuality over gender. Our policies and framework have to accept and address this at organizational and at mass levels.

In a personal capacity, what can leaders do to empower more women in leadership positions in the A&M field? 

Provide training and support to grow. Coach women, so they learn from others’ experiences. Review their work and ability and not their personal situation and status when hiring and mentoring them.

With more than 20 years of experience in brand marketing, advertising, marketing strategy, demand management, and more, have you faced any barriers have you faced, as a woman, in becoming successful in your field? How did you overcome them? 

Yes, barriers and biases have been very much part of my journey and experience. When we switch off the victim mode and switch on the can-do mode we evolve. Most important for me was to find a mentor and a group of women friends /colleagues with whom I could express my feelings.  Also, it's important to find time to ‘align over a coffee break’  with colleagues irrespective of gender and this helped me.