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.
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.
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.
MIAMI BEACH, FL: Procter & Gamble, the consumer-packaged goods manufacturer, has progressed its multicultural marketing efforts by moving beyond several “myths” that are often applied to this discipline.
LONDON/PARIS: As France imposes a requirement on advertisers to flag up retouched photographs of fashion models, an agency figure has highlighted the wider trend towards ‘authenticity’ as a factor in changing attitudes.
GLOBAL: Five in ten women and four in ten men resent the way women are depicted in advertising, according to a global survey that posits a future where gender is regarded in much the same way as height or hair colour.
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.
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.
Sam Clough, WARC Best Practice, July 2016
This article seeks to establish best practices for marketing to children, both causes of parental spending and consumers in their own right - an attractive audience for marketers, they exert influence far beyond toys, to supermarket shops, family holidays, and even the car.