More than you see: lack of diversity in Brazilian creative departments

Abstract

ABSTRACT This study explores the experiences of Black and White women creatives working in advertising agencies in São Paulo, Brazil. In total, 28 in-depth interviews were conducted, and data was analysed through the lens of intersectionality theory. Six themes emerged: 1) White men rule the department, 2) the power of white privilege, 3) breaking the (white) glass ceiling, 4) tokenism at work, 5) segregated accounts and 6) stereotypes: From gender to race. White men were found to reign over Brazilian advertising agencies. While women were underrepresented as a whole, differences were found between the experiences of Black and White women working in these agencies. Specifically, Black women faced a unique set of challenges relative to White women, including but not limited to racism, sexism, stereotypes, and even roadblocks to their career advancement put in place by individuals of their own gender. Limitations and directions for future research are outlined.