Challenging gender norms in FMCG

Looks at a report from the ASA that explores the potential harm arising from gender stereotypes in advertising and assesses the effects that brands are currently having in this area.
  • The overtly sexist ads of the 1940s and 50s may seem dated, but there are covert examples of sexism disguised within modern campaigns.
  • Social Media allows consumers to quickly and loudly voice opinions on brand behaviour, often requiring fast solutions.
  • Dairy brands use ‘body image guilt’ to target women and ‘strength boosts’ to appeal to men.
  • Low and non-alcohol beers are recognising the ‘lost demographic’ of female beer drinkers, while Diet Coke, McCain and Diageo have implemented recent campaigns addressing gender equality to reverse previous negative behaviours....

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