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Articles by Jan Gooding
Allyship is something you do, not something you are
Opinion | Future of Talent and Leadership Week in Focus Allyship is a verb, not a noun. You don’t become an ally by declaring yourself one. Others describe you as one because of what you do, Jan Gooding writes. I am often asked what allyship actually means. It’s a fair question, because although the word has become more commonplace in the workplace, its roots lie in the geopolitics of alliances between nation-states.
Nothing to fear but fear itself
Opinion When we experience fear, there are typically four behavioural responses, all helpfully beginning with ‘F ’. Jan Gooding analyses how frightened humans respond to perceived threats from AI.
Protecting yourself from burnout
Opinion In the acute phase of burnout and workplace stress, the priority is restoration, not social communication, writes Jan Gooding. I’m not at all sure about the wisdom of people in the middle of any kind of crisis providing a running commentary about it on social media. Recently, I read a post on LinkedIn from someone announcing they were taking time off due to severe burnout. Despite the outpouring of supportive comments, I felt uneasy and questioned the timing.
Coaching is having a moment
Opinion People turn to coaching for myriad reasons, but learning to think independently and ask open questions is a skill set that will benefit any leadership role and help develop your teams. I am sure I am not alone in being struck by how many people on LinkedIn have posted that they are taking a coaching course. Sometimes it’s associated with a significant change in someone’s career chapter, and with others, simply the desire to learn a new skill and be a better leader.
The movement rethinking advertising
Opinion It takes a particular kind of leadership and way of organising to get momentum behind any movement. Jan Gooding looks at the building blocks of ‘Advertising, who cares?’ Over the past year, I have been involved in a growing movement started by Brian Jacobs and Nick Manning with the unlikely name ‘Advertising, who cares?’ Well, if the attendance and conversation at their recent October Summit at the Vue Cinema in Leicester Square is anything to go by, many people do.
When is the last time you forgave someone who wronged you?
Opinion | Career Leaders We are showing improvement at asserting what is unacceptable in the workplace, but we must become better at healing rifts and moving on with everyone intact. As I get older, I am coming to appreciate the value of forgiveness more and more. As children we are taught the power of apology. The importance of telling the truth and owning up to mistakes. However, far less time is spent explaining the potency of truly forgiving someone who has wronged us.
The rollercoaster ride of the ‘fat jab’
Opinion This weight-loss revolution could have implications for the future of food-and-drink brands, let alone the heath of the nation. There is a quiet revolution going on in the weight loss arena that is turning out to be quite the rollercoaster. The weight-loss jab has already impacted the supermarket, pharmacy and food sectors in terms of revenue, margin and purchasing behaviour.
Do not underestimate the power of sleep
Opinion Focusing on sleep is a key factor in building resilience for increasingly exhausted leaders. It doesn’t cost anything to develop good sleeping practices and it is within our control. I’m often asked to give top tips on leadership and how best to ensure resilience during turbulent times. Without fail, one of the things I always say is never to underestimate the power of a good night’s sleep. It usually gets a laugh.
Men still win at work, so why the pushback?
Opinion Equality within the workplace benefits both people and profit — yet there is push for tides to turn back towards traditional roles. The most puzzling part of the current backlash against further progress in gender equality at work is that men are still winning so emphatically. What’s more, it is the under-30s who are most likely to say, “things have gone too far” and would welcome a return to more traditional roles.
Mistakes are the making of us
Opinion I have made big mistakes during my career and they have all cost myself or the organisation. But there is no doubt that learning from our mistakes make us better at our jobs. It was Oscar Wilde who said: “Experience is the name we give to our mistakes.” In his indomitable style, he captures the essence of the dilemma. Namely that, while we value experience, none of us wants to make mistakes if we can possibly help it.
The one unavoidable discrimination we’re guilty of
Opinion Let’s be frank: we all get older. Does the industry need to consider the missed opportunity of both hiring and targeting older generations? This year’s IPA Talent and Diversity Conference coincided with the publication of a paper carefully researched and authored by Anna Sampson called Time for Some New “Age Thinking”.
Now is the time for pragmatism over puritanism
Opinion If you want to drive change, learning that people are actively working against you can be hard, but they may have a point. By listening to them and making adjustments, you can still make progress. I often quote my former colleague from the Stonewall board, Tim Toulmin, who gave me very good advice when we were trustees together. As you can imagine, Stonewall is an organisation that has always been subjected to a huge amount of criticism and there were days when it was hard to take.
Beware of strongly held beliefs
Opinion We live in a Wonderland kind of world in which an opinion is treated as if it is fact. We should all agree on the need to know true facts versus strongly held opinions — and how to tell the difference. The arrival of Donald Trump back at the White House is a stark reminder that he always has an opinion and doesn’t hold back from expressing it.
Let’s address workplace phobia
Opinion If we are genuine about the benefits of getting people back into the workplace, we need to be more honest about why people still have such a profound aversion to it. When WPP CEO Mark Read announced that he wanted to make working four days a week in the office mandatory, he must have anticipated a certain level of resistance. Presumably that is why he didn’t consult with staff to help pave the way.
Finding happiness
Opinion We all want happiness, but we must be able to differentiate between unhappiness and poor mental health — and they are not always the responsibility of our employers. It would not be unreasonable for anyone to hope for happiness in 2025. The ability to enjoy a sense of wellbeing and contentment is something that, in theory at least, is open to the majority of people. Indeed, many psychologists would go as far as to say that, on the whole, the achievement of happiness lies in our own hands.
The fight for truth is on
Opinion Without a system of knowledge covering generally accepted truths, we will live in a world where decisions are not based on evidence but on the corrupt and vested interests of a few. High-quality journalism has never been more vital. When I first saw the new BBC campaign, which finishes with the line “The fight for truth is on”, I felt relief. Here was a brand with the credibility, resources and heritage to make such an assertion — and be believed.
When women fight back
Opinion As misogyny surges in the online space, here is how some women have tackled the tsunami of abuse to ensure their voices are heard. The rise in unfettered misogyny on the internet over the last 10 years has been well-documented. In response, social media platforms have introduced tools to enable accounts to be blocked and established channels for reporting abuse. And yet, when women speak up for themselves, the threats and abuse from men continue to flow.
The importance of workplace activism in troubled times
This is the moment to reflect on how we address the fundamental problems in society. There is certainly a role for brands and the business community. Anyone who holidays regularly on the Mediterranean coast is growing accustomed to seeing refugees as part of the local landscape. In August, I visited the Greek harbour town of Symi.
How to step down as a leader
There are so many considerations. When is it the right time? Should you identify your own successors? Whose advice do you trust? How do you prepare for the loss of power? I have been struck by the contrast between the dignity with which 53-year-old Gareth Southgate stepped down as England men’s football coach and the unedifying narrative around US president Joe Biden as he tried to persuade the world that he was fit to work until he’s 86.
Why flags and logos matter
Our industry understands the importance of symbols. In an increasingly hostile climate towards LGBTIA+ people, it’s alarming that some brands are reverting to the original Pride flag to consciously exclude others. Those of us who nurture and develop brands understand the importance of symbols and how they evoke memories of what we stand for.
The public will forgive a mistake, but not a cover-up
Paula Vennells’ fall from grace offers some important insight for brand owners, particularly in how we handle bad news. There is one person who must be very grateful that the election took over the news headlines: Paula Vennells. The announcement came just as the former CEO of the Post Office was finally facing the music in a public hearing to account for her part in the wrongful conviction of more than 900 sub-postmasters.
Mentoring is the new networking
The promise of a confidential conversation based on goodwill and positive intent on both sides is a precious thing. How often do any of us get that? I notice that pop-up mentoring schemes are on the rise in the marketing industry. Judging by the enthusiastic take-up by people on both sides of the table, it has fast become a very successful form of intergenerational networking.
Are brands OK with children harming other children?
Opinion The trend of skincare products targeting children, promoted by young influencers with the support of cosmetics companies, is a damaging one. Brands can and should do better. It would be any marketer’s dream to find themselves riding the crest of a children’s craze. When I was at school, a fad would sweep in, apparently from nowhere, and invade the playground. Frisbees, Rubik’s Cubes, skateboarding, hula hoops, yo-yos and Beanie Babies all had their moment.
Review your bereavement policy now
Opinion Bereavement leave and pay is a topic that has been neglected in employment policies for too long. Employers can and should do better. A few weeks ago, a good friend lost her father suddenly in a tragic car accident. The dislocating loss and grief of the sudden death of a member of your family, soon followed by all the decisions and bureaucracy that surround the event, must be overwhelming. On the whole, death is not a subject we are terribly good at in our culture.
The Media Leader
Opinion Collaboration leads to great ideas, but ultimately a ‘pain in the ass’ still has to make the final call. One of the surprises of January has been the joy of listening to Barbra Streisand’s distinctive voice as she reads her autobiography My Name is Barbra on audiobook. She was the first woman in Hollywood history to write, produce, direct and star in a major studio film, Yentl.
The Media Leader
Opinion Enough with meaningless, impersonal marketing messages during the festive period. It has become common practice to send Christmas messages via email rather than a paper card. But this year it struck me that it has become a particularly soulless part of people’s marketing activities.
The Media Leader
Opinion What can we learn from the recent ad for Charlie’s Bar in Enniskillen about how ads can reflect the mood of a nation and tackle difficult subjects? One of the great challenges of brand communication is keeping in step with our customers. Finding a way to be relevant by showing how our brand can help them to solve problems in a way that creates emotional affinity in the moment.
Activists are beating advertisers at their own game
Adwanted UK is the trusted delivery partner for three essential services which deliver accountability, standardisation, and audience data for the out-of-home industry. Playout is Outsmart’s new system to centralise and standardise playout reporting data across all outdoor media owners in the UK. SPACE is the industry’s comprehensive inventory database delivered through a collaboration between IPAO and Outsmart.
Feminist brands need to be conscious and proactive
Opinion Brands operate in the real and online worlds, and how they choose to represent and portray women and who they associate their values with is very telling. It’s certainly been a summer of two halves for gender equality. On the one hand we can celebrate the incredible performance of the England Lionesses and its impact on women’s football, as well as Greta Gerwig’s Barbie becoming the highest grossing film of 2023 and the highest grossing film by a solo female director.
The value of a broad education
Opinion Yes, there’s unfairness in the education system. But proof of academic achievement is nevertheless valuable, especially as post-pandemic on-the-job training investment has been insufficient. August is quite a month for everyone eagerly awaiting exam results. Summer holidays are given an additional bit of edge for students and their families as degree results are unveiled (or not), university places are secured, and GCSE results make the route to chosen A-level subjects a reality.
Learning from Love Island: the importance of ‘having a chat’.
Opinion: Career Leaders Give and receive feedback early and often to build trust, improve relationships, and drive growth. Don’t be afraid to have ‘a chat’ — it’s how we learn and ‘crack on.’ Imagine having a boss who, when nudged to complete a company 360-degree feedback survey, says, “I haven’t done it because I think it’s stupid.” I’m not making it up. It’s a true story. Needless to say, the person who was seeking feedback felt pretty disappointed.
Brands risk slipping back into the closet of shameful silence
Opinion Pride Month reminds us of the progress LGBTIQ+ has made in media and marketing. But brands are increasingly regarded as fair play in a battle to control the narrative of what is decent. The beaming face of Miriam Margolyes naked and grinning behind strategically placed iced buns summed up in one glorious photograph how to make a big point. “Gay people are very lucky because we are not conventional,” she declares. “I’ve never had any shame about being gay or anything really.
Limits of equality: we can’t treat everyone the same to succeed
Opinion The push to hire from more diverse backgrounds needs to be backed up with more support to help people acquire the knowledge and skills they need to perform. These days the acronym DEI rolls easily off people’s lips, replacing the more familiar D&I, without necessarily understanding why ‘E’ has been inserted. I find people either mistakenly believe the E stands for ‘equality’, or if they do know it stands for ‘equity’, often can’t effortlessly articulate the difference.
Cinema is being squandered by brands
Opinion Any brand who manages to move, astonish, entertain, or amuse a crowd in a cinema environment benefits exponentially. On a recent rainy Sunday afternoon, I went to the cinema. To my surprise there were no ads. None. Just film trailers aimed at people like me to entice me back. Turns out that ‘The Garden Cinema’ is an independent cinema in central London whose members choose not to see ads.
These unwelcome intrusions will chip away at brand trust
Opinion My recent experience of an online marketing tactic shows the negative impact of chasing numbers ahead of the quality of context and effectiveness. A few years ago, I qualified as a ‘Time to Think’ coach. It was not easy, and entailed attending courses, submitting essays and many hours of practice. Having become accredited I was entitled to be listed on the ‘Time to Think’ professional register, for which I pay an annual fee.
The moral obligation to increase pay
Opinion People or profits? How about benevolence, argues Jan Gooding. I have found myself increasingly reflecting on the concept of moral obligation with respect to the commercial relationships between organisations and the people they employ. A moral obligation is defined as “the standards of good or bad behaviour, fairness, honesty, etc. that each person believes in, rather than to laws.
Menopause matters
Opinion Employers should not wait for a change in law to support women through a phase which may affect short-term performance just before their most productive years. Last weekend I was lucky enough to visit the Barbara Hepworth ‘Art and Life’ exhibition at the Tate, St Ives. Regarded as one of the most significant sculptors of the 20th Century, I was already familiar with her highly distinct abstract works in stone, wood and bronze.
We will champion talent, sustainability and trust in media
Opinion: 100% Media 0% Nonsense We expect some tough conversations ahead as we champion three important issues in 2023 to bring about a better media industry. With winter and the festive season around the corner, it will soon be time to start thinking about the New Year and how we can be better people. Or, in my case, just trying to survive the daunting task of welcoming our second child (due on Boxing Day!) with a very energetic two-year-old running around.
Gooding: Why awards should matter and how to ensure they do matter
Opinion Judging any awards is an opportunity to learn and rediscover why great work matters. Over the last few months, I have been involved in judging a number of industry Awards. Designed to recognise and celebrate the most outstanding work, as well as the people and organisations who consistently produce it, they have become a kind of industry in themselves. I have always regarded it as a privilege and honour to be invited to judge.
The privilege of presidency | Feature
This year marks the end of Jan Gooding’s tenure as president of the Market Research Society (MRS). Here, she recalls some of the highlights of her time at the top. I remember how honoured I felt when MRS CEO Jane Frost first approached me, five years ago, to invite me to be president of the MRS. She explained that, in addition to its broad ambassadorial remit, she hoped I would help champion the drive to improve the diversity and inclusion of the sector.
Why we need to listen to and learn from John Lewis's grande Dame Sharon White
OpinionWhether it's 'getting more local in approach', or solving the enormous inflation challenge facing us all this year, John Lewis chair Sharon White's stated priorities should be taken on board closely by our industry. Watching Dame Sharon White being interviewed by Amol Rajan on the BBC was utterly refreshing on so many levels.
Brand values will be tested by war
Media LeadersAs the conflict in Ukraine continues, brands will find it increasingly difficult to follow a neutral path. At Mediatel's Year Ahead conference on 23 February there was much joshing about how the panel of 2020 hadn’t predicted the COVID pandemic. A reminder of the perils of trying to anticipate events no matter how well-founded in economic trend data, scheduled sporting fixtures and the political cycle. It was an afternoon which celebrated leadership across the industry.
Brand values tested by war
Media LeadersAs the conflict in Ukraine continues, brands will find it increasingly difficult to follow a neutral path. At Mediatel's Year Ahead conference on 23 February there was much joshing about how the panel of 2020 hadn’t predicted the COVID pandemic. A reminder of the perils of trying to anticipate events no matter how well-founded in economic trend data, scheduled sporting fixtures and the political cycle. It was an afternoon which celebrated leadership across the industry.
Ads aren’t welcome anymore
Media LeadersAre brands striving to be an interesting guest when visiting us in our most intimate spaces? The more online videos I watch the more I despair at the unwelcome intrusion of the advertising that supports it. Mainly because most of the ads are so awful. Some come across more like an animated PowerPoint presentation than a carefully crafted message. And many others, in spite of supposedly living in the age of personalisation and microtargeting, are completely irrelevant.
The truth is back in fashion and flirting with loo roll
Media LeadersThere are important marketing insights as to why 'Don't Look Up' is apparently popular while failing to win over critics. Meanwhile, are we about to see a tipping point with how consumers buy everyday products like toilet paper? Over the holidays I watched the film Don’t Look Up because it was recommended to me.
Reducing the wastefulness of our gifts
Media LeadersNow more than ever, the thoughtfulness of our presents will be about whether the planet has paid too high a price in its production. Whatever your culture or faith it is likely that gift giving plays an important role at various points throughout the year. However, it has been pointed out for years that billions of pounds are wasted on unwanted gifts, many of which are likely end up in the bin.
#TimeTo get trained
Sexual harassment at work is going to return as people go back into the office. We need to create the environment where it gets reported and responded to appropriately When the #MeToo movement swept onto our shores from across the Atlantic, I don’t think many people resisted the idea that the UK had as many issues regarding sexual harassment as USA. A moment of reckoning had arrived.
‘Code red for humanity’ is our final call
Having lived through a period of accelerated change, Jan Gooding believes we are in a unique position to challenge our assumptions around climate change and join the dots for brands One of the joys of the summer is the opportunity to read a book. Advice on what to take away is cherished. Our busy minds seek entertainment, inspiration, or education even when we are on holiday.
Mediatel: Mediatel News: Be more Fleabag
Jan Gooding takes issue with outdated calls to follow populist trends rather than challenge them The recent interview of Paul Feldwick in the March edition of Campaign was billed as a ‘#1 Provocation’ and certainly lived up to its promise with me. ‘Does advertising need to be a bit more Mrs Brown’s Boys and a little less Fleabag?’ ran the headline.
Jan Gooding: Toppling our own statues
There can be few things as important to a brand as its name, iconography and heritage, writes Jan Gooding - but companies are now having to assess the true meaning of these prized assets in order to find their place in today’s society Over this summer we have been reminded of the importance of symbols and their meaning. The toppling of Edward Colston’s statue in Bristol, kicked off a national conversation in the UK about what we no longer find tolerable in our public spaces.
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