The tagline 'So many dicks, so few of everyone else' has been splashed throughout New York's financial district in Lower Manhattan. It's calling attention to the under-representation of women and minorities atop U.S. companies.

Manhattan

NYC suggestive campaign highlights gender inequality

A provocative advertising campaign in New York City aims to raise awareness about gender and minority underrepresentation in corporate leadership. The campaign, spearheaded by U.S. beauty company Elf Beauty, features the tagline "So many dicks, so few of everyone else" and focuses on the prevalence of men named Richard, Rick, or Dick on U.S. corporate boards.

According to the campaign, approximately 550 men with these names hold positions on corporate boards, out of a total of 37,000 spots. Elf Beauty's chief brand officer, Lori Lamb, emphasized that the campaign was designed to spark conversations about the lack of diversity in corporate boardrooms. She highlighted that men with these names outnumber the total of underrepresented groups in these roles. 

In the Fortune 500, less than 10 percent of CEOs are women. Jennifer McCollum, president of Catalyst, a nonprofit that studies gender equality in the workforce, pointed out that the disparity begins early in the career ladder. Although men and women enter the workforce at equal rates, a shift occurs at the first level of leadership, changing the ratio to 60-40 in favor of men.

The U.S. Bureau of Labor Statistics reports that women earn roughly 84 percent of what men earn on average. The Pew Research Center found that the gender pay gap in the United States has remained relatively stable over the past 20 years. Elf Beauty strives to set an example with its board, which comprises two-thirds women and one-third diverse representation. Lamb also noted that research indicates gender-diverse boards are 27 percent more likely to achieve financial success, with ethnically diverse boards being 13 percent more likely to outperform their less diverse counterparts.



NYC suggestive campaign highlights gender inequality

This is a provocative ad campaign that's raising eyebrows and awareness in New York City. The tagline, so many dicks, so few of everyone else. U.S. beauty company Elfs' aim is to call attention to the underrepresentation of women and minorities heading American companies. According to its campaign, there are roughly 550 men named Richard, Rick or Dick serving on U.S. corporate boards. That is out of some 37,000 total spots. Elf Beauty's chief brand officer Lori Lamb says the suggestive campaign was designed to get more people talking about who is and isn't sitting in corporate boardrooms. We actually decided to craft one that was going to be attracting, was newsworthy and was actually going to be able to create impact and inspire others by talking about and highlighting the fact that men with the name Richard, Rick or Dick actually outnumber the number of groups of underrepresented people. Within the Fortune 500, there are about a little less than 10 percent of women are CEOs. Jennifer McCollum is the president of Catalyst, a nonprofit group that tracks and researches gender equality in the workforce. Here's the problem. Women are entering the workforce at the same rates as men. So you start at about 50-50. At that very first level of leadership, when they become frontline leaders, it immediately shifts to 60-40 men to women. So the problem starts early. And that's why it's exacerbated all the way up to the CEO level. According to the U.S. Bureau of Labor Statistics, women make roughly 84 percent of what men earn on average. The Pew Research Center found in 2023 that, quote, the gender gap in pay has remained relatively stable in the United States over the past 20 years or so. At Elf Beauty, Lam says the board is composed of two-thirds women and one-third diverse representation. Through our research, we learned that boards that are actually gender diverse are 27 percent more likely to outperform financially those that are not gender diverse. On top of that, we also learned that ethnically diverse boards are 13 percent more likely to outperform boards that aren't as well. So it's good for business.

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