In light of the criticism surrounding our recent advertising campaign, we would like to address the issues raised and sincerely apologise for any offence caused.
We have listened to your feedback and the advertisement is currently in the process of being changed.
While we agree that the messaging has clearly missed the mark, we would like to clarify that this advert was never intended to be patronising or belittling to women.
The term Girl Boss was coined by the Founder of Nasty Gal Sophia Amorusu, one of the most successful entrepreneurs of our time. Girl Boss is a well-known buzzword and the intention of using this term was to empower women, not condescend.
At PeoplePerHour it is our mission to champion and celebrate the skills of everyone and help business owners to get things done. We know that women can be both SEO experts and business owners. The idea behind the ad is that busy business owners can hire freelancers to help with tasks they may not have time for. We definitely do not believe or want to imply that women are incapable of doing more than one thing. We have thousands of experts on our website and we recognise the breadth of skills that both genders possess.
This advert was produced by an external agency and in hindsight, we can see that the messaging is misguided and pairing the term Girl Boss with the word ‘thing’ comes across as reductive.
We take your comments extremely seriously and our focus now is to ensure that our values as a brand are not misconstrued in any future campaigns.