Kantar: Major Disconnect Between Marketers & Consumers Relating To Gender Stereotypes

Kantar: Major Disconnect Between Marketers & Consumers Relating To Gender Stereotypes
SHARE
THIS



While most marketers believe they’re doing a good job of avoiding gender stereotypes in ads, almost half of consumers feel like advertisers are still not getting it right, according to Kantar’s 2019 AdReaction: Getting Gender Right report.

A recent report conducted by Kantar, a WPP-owned research house, revealed 76 per cent of female marketers and 88 per cent of male marketers think they’re getting it right when it comes to gender portrayals in advertising.

However, almost half of consumers disagree.

The report aligns with the views of Australian consumers who believe women, in particular, are portrayed in outdated ways, with targeting still slanted towards negative gender stereotypes.

Kantar found 66 per cent of Aussies believe advertising conforms to gender stereotypes, contradicting 83 per cent of APAC markets who think their advertising dodges traditional typecasts.

Kantar Australia senior account manager of media and digital at Lizi Pritchard said: “The status quo is not optimal and many brands don’t meet [the] gender needs of today’s consumers as well as they could.

“Marketers need to acknowledge that while society has evolved, the industry lags in its responsiveness.”

Many Australian consumers view ‘traditional’ expressions of men and women in advertising as lagging behind modern society’s attitude towards gender, with 60 per cent of APAC consumers agreeing most ads in their countries reinforce rather than eliminate damaging gender-based stereotypes.

Interestingly, while globally men are 38 per cent more likely than women to be featured prominently in ads, advertising led by ‘authoritative’ female leads outperform other ads.

The report also reveals many ways brands can improve their connection with both sexes.

Pritchard said: “Humour in particular, works well across both genders, yet, despite being a core driver of creative success among males and females, marketers are missing an opportunity to engage females with humour.

“Just 22 per cent of ads featuring only women use comedy compared with half containing only males. Re-addressing a balance like this can open brands up to more engaging and a more positive experience for all viewers.”

The report suggests too many brands maintain archaic gender skews and are losing market share to brands who appeal to both women and men.

Commenting on the study, Kantar Millward Brown joint head of media & digital Hannah Walley said: “There’s some truly brilliant work going on, but brands aren’t connecting with women or men as meaningfully as they could be.

“As an industry, we need to get out of our bubble and think hard about how to make ads that challenge outdated and over-simplistic assumptions, to resonate with as wide an audience as possible.”

B&T is doing its own part to tackle gender diversity in the industry, with the upcoming Changing The Ratio event.

Find out more about the event here.

Please login with linkedin to comment

Gender diversity Gender Equality kantar

Latest News

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]