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Article

A+E Networks, the media company, found that political orientation is an increasingly powerful influence on how women react to advertising.

Opinion

Gender equality is less a hot topic than a burning issue right now. With International Women’s Day on 8 March, the7stars’ Frances Revel delve into what Brits really think about gender equality in 2018 and how that might impact advertisers’ media strategies.

Article

A+E Networks, the media company, builds audience understanding through on-going research into the attitudes, experiences and preferences of women across America.

Article

Researchers have shown that consumers perceive brands, as they do people, on the basis of two dimensions: warmth and competence.

Article

Looks at how brands are having to adopt more inclusive and nuanced approaches in order to adapt to changing demographics and modern family structures, including challenges to gender stereotyping and kids' influence in purchase decisions.

Article

Women will soon control more than two-thirds of consumer wealth in the US, yet technology companies still need to do more to reach this target.

Article

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.

Article

Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures.

Research Paper

Redefining the outdated 50-plus marcom image has long been overdue – this paper provides actionable insights from a study in the Netherlands into this target group.

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

Case Study

Project Literacy, a literacy CSR programme, created a powerful campaign that increased awareness and engagement in the UK towards ending illiteracy.

Case Study

Inspiring The Future, a career guidance charity, introduced the 'Redraw the Balance' campaign, in the UK, to help shape a solution to gender stereotyping in young children.

News

BANGKOK: Women in Thailand are more likely than those in other parts of Asia Pacific to consider that they are accurately represented in advertising, according to research, but they may not always find it relatable.

Research Paper

This paper challenges the traditional view of change as the stimulus for opportunity; it instead considers within human change and between human change as fundamental to understanding consumers in an insights and marketing capacity.

Opinion

There’s not just an ethical reason, but also a growing commercial imperative for brands to assume a people-first approach and stop using stereotypes in their advertising, says Sally McLaren, director at Sense.

Article

This event report outlines research on gender stereotypes in advertising, and is based on analysis conducted by the Geena Davis Institute on Gender in Media and JWT.

News

CHICAGO: The age-old advertising doctrine “sex sells” may actually be false, according to new academic research.

Case Study

This case study shows how Inspiring the Future (ITF), a charity organisation, increased volunteer registration levels and brand awareness across the UK using a campaign film about gender equality.

News

GLOBAL: The marketing community not only needs to move away from stereotypical depictions of women in advertising if it is to successfully reach this group, but also to recruit more women to senior positions, an industry figure has argued.

Case Study

This case study describes how beauty brand Dove built a campaign around an old nursery rhyme to broaden the definition of beauty in the Indian market.

Research Paper

This paper presents an approach that quantitatively measures conscious and unconscious gender bias across brand touchpoints as determined by the consumer in Australia.

Article

This event report outlines how AT&T, the telecoms group, is seeking to advance gender equality in advertising.

Article

This article considers the hype attached to the belief that Millennials are unlike any other generation, and finds that the majority of the cohort are much like older compatriots - unless they are affluent.

Research Paper

Gay and lesbian consumers increasingly are recognized as a lucrative target market. Advertisements more frequently incorporate images of gay and lesbian people; however, more research is needed to understand mainstream (heterosexual) consumer response to these advertisements.

Research Paper

This paper aims to explore the decision-making styles of Syrian young adults, and to examine the cross-cultural applicability of the Consumer Style Inventory (CSI) to an Arab population.