Designing to the edges: A concept borrowed from industrial design, designing to the edges involves optimising for as many as people as possible rather than designing for the average person. In advertising, this concept applies to the full spectrum of disciplines involved in the process, including strategy, creative and media targeting.

Where to start: Getting gender right in advertising is neither common nor simple

According to the Unstereotype Alliance, not being progressive about how genders are portrayed means “reinforcing rather than helping to eradicate harmful gender-based stereotypes.” This seems relatively straightforward, yet research from the Kantar report, AdReaction: Getting Gender Right1 has shown that getting gender right in terms of how men and women are portrayed in advertising is anything but simple; it’s not common either.