Article
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Amy Fridlund, WARC Best Practice, November 2017
Provides advice for marketers on how to better meet the needs of different genders and highlights the potential problems for brands with gender issues.
Opinion
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Mike Teasdale, October 2019
Ads can’t change the world by themselves – that’s not their point – but they are far more effective if they reflect the world the audience aspires to.
Article
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Geoffrey Precourt, Event Reports, ANA Masters of Marketing Conference, October 2019
The Association of National Advertisers (ANA), the trade body, is pursuing various initiatives that it hopes will fuel industry growth.
Article
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Anna Hamill, WARC Exclusive, October 2019
Procter & Gamble's chief global brand officer Marc Pritchard explains that growing a brand is tied to having a positive impact on society and the environment.
Research Paper
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Heather Shoenberger, Eunjin (Anna) Kim, and Erika K. Johnson, Journal of Advertising Research
This research suggests that perceived authenticity plays a significant mediating role for the effects of model image modification and body size on consumers’ advertisement and product evaluations.
Article
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Stephen Whiteside, Event Reports, Advertising Week New York, September 2019
Microsoft, the technology company, believes that inclusive marketing is an essential objective that should be applied across touchpoints and campaigns.
News
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30 September 2019
Microsoft, the tech giant, has introduced a definition called “inclusive marketing” that can help brand custodians embed accessibility into their innovation efforts, strategies and campaigns.
News
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25 September 2019
Only one in ten Britons thinks the ads they see are genuinely representative of people across the country, while a third believe ads set unrealistic expectations, according to a new report.
Article
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Duncan Southgate, WARC Best Practice, August 2019
Assesses how men and women are portrayed in advertising, and how creating and placing advertising with an eye to brand strategy, media strategy and creative development can transform the performance and value of brands.
News
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15 August 2019
Volkswagen and Philadelphia cheese are the first brands to fail the Advertising Standard Authority’s new rules on gender stereotyping in ads, which came into force in June, with industry bodies expressing surprise and concern at the bans.
News
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14 August 2019
Lux, the Unilever-owned haircare brand, is tapping into issues around gender inequality in Japan, following research that sought to decode an apparent ambivalence towards the topic.
News
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06 August 2019
Following the furore over a recent "brownface" advertisement, the Advertising Standards Authority of Singapore (ASAS) plans to issue a recommendation that marketers “take special care” when their projects involve race and ...
Research Paper
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IAB Europe Research Awards, Winner, Consumer Attitudes and Behaviour, 2019
Kantar, a media company, launched a comprehensive global analysis to assess how women and men respond differently to marketing through sub-analysis of its internal databases.
Article
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Stephen Whiteside, Event Reports, Cannes Lions, June 2019
Brands are failing to adequately reflect society in their advertising, according to a study conducted by the Geena Davis Institute on Gender in Media, the non-profit research body.
News
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11 July 2019
Unilever, the consumer goods manufacturer, found an innovative way to challenge stereotypes by asking several of its marketers, as well as agency representatives, to take DNA tests and explore their own genetic heritage.
Article
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Stephen Whiteside, Event Reports, Cannes Lions, June 2019
Procter & Gamble, the consumer goods giant, is using a new breed of partnerships to help it transform advertising in compelling ways.
Article
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Stephen Whiteside, Event Reports, Cannes Lions, June 2019
Unilever, the consumer goods giant, undertook an innovative experiment in a bid to help its marketers and agencies reduce their use of stereotypes.
Article
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Stephen Whiteside, Event Reports, Cannes Lions, June 2019
Mars, the food manufacturer, is taking various steps as it seeks to achieve true gender equality in its advertising.
News
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20 June 2019
Gen Alpha girls have a post-stereotype mindset, according to new research into under-10s which claims that this age group is one that judges people by who they are, not what they are.
Article
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Stephen Whiteside, Event Reports, Cannes Lions, June 2019
Mars, the confectionery giant, has a commitment to responsible marketing that helps steer its communications activity in various ways.
News
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18 June 2019
FMCG giant Unilever has turned its gaze inwards as part of its ongoing campaign against stereotyping, with an exercise designed to jolt its top marketers into greater awareness of unwitting stereotyping and ‘Unstereotype Bootcamps’ to ...
Research Paper
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Deanna Elstrom and Emi Nishiyama, ESOMAR, Asia Pacific, 2019
Lux, a Unilever-owned haircare brand, conducted a quantitative study to ascertain where personal "pain points" are from the perspective of today’s Japanese women.
Opinion
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Stephen Whiteside, April 2019
Rejecting outmoded stereotypes is becoming table stakes for advertisers. At a recent conference, Stephen Whiteside from WARC learned that flipping them may be even more powerful.
News
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19 April 2019
Marketers are often guilty of a tendency to “segment everything into little boxes”, but consumers rarely fit neatly into their assigned roles and it can be easy to miss the subtle changes that are taking place across demographics.
Article
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Research on WARC, April 2019
Looks at our ageing societies and the challenges and opportunities they face as ageing generations are having larger effects on populations around the world.
