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Opinion

Margaux Revol, Senior Strategist at AMV BBDO, reflects on Bodyform’s #bloodnormal initiative that took the Glass Lion Grand Prix at Cannes Bodyform/Libresse (Essity) is a Feminine Care brand with a global presence, but still a challenger, far behind the P&G giants (Always and Tampax), particularly in the UK.

Article

Many FMCG products are not gender-specific yet most advertising continues to be aimed at women.

Article

Procter & Gamble, the consumer packaged goods manufacturer, believes that pursuing gender equality in advertising is both good for society and a driver of growth.

Article

India’s women are changing – but the advertising industry isn’t, so how can India’s marketers overcome sexist tropes in advertising to truly connect with the modern Indian consumer?

Article

Looks at the most common tech misuses in advertising and communication and why so many brands are stuck communicating in a primitive and brash way.

Research Paper

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.

Research Paper

Voices Research & Consultancy, an agency in Argentina, conducted research to understand the tensions present in society across different ages.

Research Paper

Focuses on women's representation in advertising in Brazil, from a business measurement perspective, and looks into how it can impact advertising performance, as well as providing solutions to making advertising more inclusive.

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.