Navigating gender within brand purpose in Asia

Brands in Asia need to carefully consider how they represent gender in advertising as traditional stereotypes are increasingly problematic.

The status quo isn’t working – and advertising is out of balance when it comes to gender, according to Asia-Pacific consumers.

According to the 2019 AdReaction study by WPP research company Kantar, 83% of marketers in APAC believe their organisations are creating advertising that avoids gender stereotypes. However, consumers disagree: for 63% of them, advertising reinforces stereotypes.

“The majority of work we see in this region play into quite conventional storytelling,” observed Ida Siow, executive strategy director of 72andSunny Singapore at the How To Speak Woman: The Asia Edition event. The affair was co-hosted by the advertising firm along with...

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