Ending Gender Discrimination in Advertising
To advertise to women effectively, you need to understand their context. For many women, discrimination and gender disparities are realities they’ve faced and continue to face. These experiences are sources of pain, stress and are part of their daily lives. Advertising is more effective when it solves a problem, and many women have a big problem at work, at home, and just living in society.
How Advertising Can Help Solve Gender Equality
Advertising has a problem, and women want a solution. Women want better on-screen representation—to see themselves in ads the way they see themselves in life. And they want brands to wield their enormous power and influence to change society for the better. Our attitudinal segmentation research explores how women feel about advertising and what they want from brands. If advertisers want to get it right, they have to start listening.
Something to think about:
Women over 40 see themselves presented in very specific roles, if at all. Many of the women we surveyed said that outside of anti-aging and pharmaceutical ads they really didn’t see anyone their age, and even those women didn’t reflect the way our respondents see themselves. Which, in case you’re wondering, is pretty awesome.
Should Brands Be Responsible for Debunking Gender Stereotypes? Let’s ask the ladies.
These days women across generational divides, races, and industries are banding together to empower one another and fight for equality in women’s issues and beyond. But, they don’t think they should be doing it alone.