The 'F Word': How female representations shaped female emotions and consumption over the decades

Market research looked into how consumers feel their genders are represented by brands in Latin America, at a time when gender roles are changing and stereotypes are being debated and questioned in society.

Introduction

In marketing research, we usually explore what consumers need and want regarding products and services. But what about how they feel about how their genders are being represented by brands? Gender roles and stereotypes are changing and are being re-signified, debated and even questioned in our cultural context. For example, the democratization of a traditional gender order is being fostered by the legislation and the public policies. In that regard, women's sexual and reproductive autonomy as well as a gender inclusive education through a comprehensive sex education curriculum is beginning to be implemented at schools, same-sex marriage is being...

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