Autocomplete. A feminist’s review.


A post I stumbled across today, while scanning our noble industry friend LinkedIn, re-ignited the feminist that beats inside me.

Google, the world’s go-to search engine is flawed. It’s a hard pill to swallow, but it’s true. As you stare at the blinking cursor in that blank search space, try typing, “women need to” and see how the world would like to autocomplete your search.

A recent campaign for United Nations Entity for Gender Equality and the Empowerment of Women (UN Women) is the proof in the pudding – a simple idea that tested the autocomplete feature of Google’s search engine. No false statements made, no clever type correction needed in post-production. Just a simple command-shift-4 was all Christopher Hunt from Ogilvy & Mather, Dubai, needed to make a statement. He even included date-stamped evidence.

Comparatively, the same autocorrect faux pas does not occur when searching for male specific queries…

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