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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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.
News
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05 April 2019
Brands in Asia need to consider carefully how they represent gender in advertising as traditional stereotypes are increasingly problematic – and can be bad for business – says a regional strategy director.
News
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02 April 2019
Brands are increasingly getting behind female empowerment but they aren’t getting it quite right in APAC, where cultural norms are often different and the landscape is changing fast, according to the head of a cultural insights firm.
Opinion
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Stephen Whiteside, April 2019
Boosting the accurate portrayal of girls and women in ads and media is the main goal of the SeeHer initiative.
Article
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Low Lai Chow, Event Reports, How To Speak Woman: The Asia Edition, March 2019
Brands in Asia need to carefully consider how they represent gender in advertising as traditional stereotypes are increasingly problematic.
Article
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Low Lai Chow, Event Reports, How To Speak Woman: The Asia Edition, March 2019
It is increasingly necessary for brands in Asia to address gender issues, but it’s not easy to get it right.
Article
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Dr. Martina Olbertova, Research on WARC, March 2019
Discusses how global brands should be aware of the mental disconnects that can occur between the meaning intended to be communicated by a brand versus meaning created.
Opinion
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Jenny Barthe, March 2019
A recent project by the agency We Are Social used an AI to scrape brand profiles on Instagram found evidence that brands are still making damaging assumptions about who their decision-making audiences are and how they're talking to them.
Article
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Sam Peña-Taylor, Event Reports, MRS Impact, March 2019
When brands depict society, it is important that they think about who is doing the watching and who controls the action – an example from Diageo shows how to do this.
News
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08 March 2019
Procter & Gamble’s chief brand officer has called on companies and brands to commit to a “100% accurate portrayal of women and girls in advertising and media”, but a couple of recent studies suggest there is some way go to ...
Article
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Anil Thakraney, Event Reports, IAA World Congress, February 2019
P&G’s Chief Brand Officer, Marc Pritchard, believes that a focus on equality, sustainability and technology will drive the future of purpose-driven brands.
Article
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Elliot Lum, Research on WARC, February 2019
Explores a study, which identifies the unique issues that diversity stakeholders face from the perspectives of academia, industry and emerging talent.
News
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14 February 2019
Inclusive sizing for women is gaining traction in the world of fashion, and retailers who fail to respond to the trend risk going the way of the ark, industry observers say.
Article
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WARC Best Practice, February 2019
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 and at a time of social change.
Article
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WARC Best Practice, February 2019
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.
News
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29 January 2019
The vast majority of marketers reckon they’re doing well when it comes to avoiding gender stereotyping, yet almost half of consumers say advertisers are still not getting it right.
Article
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Graham Page, WARC Exclusive, January 2019
Explains how brands can effect positive change by preventing the reinforcement of negative biases and details some ways in which they can go about it.
News
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15 January 2019
Korean beauty products, especially skincare, have become a huge global phenomenon, but there are signs of a domestic backlash against prescribed beauty norms and the associated costs in time and money.
Article
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Stephen Whiteside, Event Reports, IAB Direct Brand Summit, October 2018
Bonobos, the online retailer focused on men’s apparel, has built its brand through challenging traditional concepts of masculinity.
News
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17 December 2018
Ads depicting “harmful” gender stereotypes, such as a man refusing to do household chores or a women being less able to park a car, will be banned in the UK from next year when a new rule comes into force.
News
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17 December 2018
Anheuser-Busch InBev, the brewer, has built on a wide array of consumer insights as it seeks to engage women in richer and more powerful ways.
Article
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Reed Karaim, Event Reports, TMRE, October 2018
Anheuser-Busch, the brewer, has conducted in-depth research into how women perceive and respond to the beer category as it seeks to drive consumption among this audience.
