Labels are everywhere in society, making it hard to imagine life without them. From the moment we’re born, we get labels like our name, cast, religion and gender. Such labels also create myths like “men don’t cry” or “women like shopping”. We get so used to being labelled that we start doing it to others without even thinking. Why? Because it’s what we learn. This labelling culture also affects how society categorises and restricts men and women. Moreover, these labels influence the way society sees and treats women, which affects women’s lives in many ways, from career opportunities to how they get treated in relationships.
Labels often imply an “either/or” stance. They suggest that a person must fit into one category or another. For example, if a woman is a professional, she is not fulfilling her wifely duties. If she embraces a tomboy aesthetic, she is a wild person. If she upholds traditional values, she might not be a cool mom. But aren’t women more than just their jobs, makeup, or style choices? Such labelling is applicable to the LGBTQIA + community as well. For example, some people want to be gay or choose to be gay. Bisexual people are loose compared to straight people. Of course, men get labelled too. But it is much less than what others face.
Pantene’s ‘Labels Against Women’ commercial
In 2013, Pantene made a one-minute commercial called “Labels Against Women.” It showed how men and women get treated differently and the unfair double standards women face. The ad shows that people see men and women differently, even when they show the same behaviour or do the same things. For example, while a determined man is persuasive, a determined woman is called pushy. Also, a man is naturally a boss, but a woman in charge is called bitchy or bossy. When a dad works late, people say he’s dedicated, but if a mom does the same, they say she’s selfish.
The “Labels Against Women” advertisement was the first of many commercials that sparked discussions about how women get mistreated in society. It shows how men are rarely called bossy, selfish, or pushy, unlike women. It also brings attention to the unfortunate reality that many women fear being unfairly judged and labelled, which has sometimes prevented them from reaching their full potential.
Sexist labels on women in everyday life
Women are frequently criticised for dating younger men or labelled as gold diggers when they are in relationships with wealthy men. However, society often overlooks the fact that a woman can also be highly successful and independent, and her partner’s wealth does not define her.
When a man marries or dates a younger woman, society often finds it romantic. The man is praised for attracting a much younger partner and is celebrated for having a good-looking “trophy wife.” However, if the situation is reversed with a younger man and an older woman, she is often labelled as a cougar. Regardless of a woman’s achievements, success, or contributions to her family, she is constantly under scrutiny, with society quick to assign labels to her every move.
Moms face a lot of labels, too. There’s the idea of the “perfect mother” who seems to have it all together, and then there’s the “hot mess mom” who is disorganised and chaotic. Dads, on the other hand, are usually seen as the “cool dads.” Moms often get stuck in these categories based on how they raise their kids.
A messy patriarchy with label clutter
Most labels originate from patriarchal beliefs. For example, the “Abla Naari” label suggests that women are helpless and need patriarchy to protect them. However, if a woman is assertive and can defend herself, she might be labelled as arrogant. It’s as if women are either helpless or arrogant, with no middle ground. Also, the arrogant person is not a good person, whereas a helpless person who suffers daily is a good human.
Labelling someone “feminine” or “girly” is usually meant as an insult, but the “masculine” label is a positive quality. Phrases like ‘take it like a man’ suggest being brave, but saying ‘don’t be such a girl’ implies being weak.
Sure, sometimes men get labelled, too, but there’s usually a big difference in how we label men and women in similar situations. For example, when male politicians argue, it’s seen as a serious debate, but when female politicians argue, people might call it a ‘catfight’.
Labels on women: The issue that demands attention
The societal inclination to label everything mirrors our habit of categorising genders rather than being inclusive. Labels can harm in more than one way. It perpetuates gender-oriented biases in the society. It has repercussions on one’s domestic and work lives. For example, a woman has to be responsible for her kitchen. “ A way to a man’s heart is through the stomach” – therefore, a woman needs to decide what will be on the menu. But no one asks a man to create a space in a woman’s heart by satisfying her gastronomically. Remember the famous interview with Indira Nooyi? She says how her mother rebuked her when she would come back home from work late and reminded her that she was a wife/mother first.
A story in Indra Nooyi’s Words:
“I’ll never forget coming home after being named President of PepsiCo back in 2001. My mother was visiting at the time.
“I’ve got great news for you,’ I shouted. She replied, ‘It can wait. We need you to go out and get some milk.”
“So I go out and get milk. And when I come back, I’m hopping mad. I say, ‘I have great news for you. I’ve just been named President of PepsiCo. And all you want me to do is go out and get milk.’
“Then she says, ‘Let me explain something to you. You may be President of PepsiCo. But when you step into this house, you’re a wife and mother first. Nobody can take that place. So leave that crown in the garage.’”
Would you find a similar interview with a male CEO in which his father reminded him of his actual place in the house/society?
The final thoughts
Labelling is a form of discrimination that has a far-reaching impact. For example, if a woman gets labelled as a bad mom because of her demanding work hours, or a lesbian is labelled more promiscuous than a heterosexual cis-gendered colleague, it can impact their productivity and self-esteem. It can also impact her mental health. In the first situation, she may overcompensate for her absence by trying to multi-task and take up more responsibilities at home. In the second scenario, she may regret being open about her sexuality, leading to her second-guessing her decision. As a result, there can be burnout on all fronts.
Women and exhaustion need more conversations and a greater focus. We at Chngeincontent believe that labelling asks women and LGBTQIA+ individuals to work more and prove their worth. Therefore, labelling is directly linked to burnout. By accepting individual differences and choices and not labelling them based on age-old assumptions and myths, society can take a step towards real inclusion.
Disclaimer: The views expressed in this article are based on the writer’s insights, supported by data and resources available both online and offline, as applicable. Changeincontent.com is committed to promoting inclusivity across all forms of content, which we define broadly to include media, policies, law, and history—encompassing all elements that influence the lives of women and gender-queer individuals. Our goal is to promote understanding and advocate for comprehensive inclusivity.
