B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Pinterest
  • AFL
  • Federal Election
  • WPP
  • Thinkerbell
  • Anthony Albanese
  • NRL
  • State of Origin
  • AI
  • Cannes Lions
  • Spotlight on Sponsors
  • B&T Women in Media
  • EssenceMediaCom
  • Channel 10
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Are Media Study: Eight In 10 Women Aren’t Represented In Car Marketing
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Are Media Study: Eight In 10 Women Aren’t Represented In Car Marketing
Marketing

Are Media Study: Eight In 10 Women Aren’t Represented In Car Marketing

Staff Writers
Published on: 9th June 2021 at 11:06 AM
Staff Writers
Share
3 Min Read
SHARE

Are Media has released the findings of its inaugural Herpulse Auto survey of Australian women, revealing 80 per cent of women say they are not adequately represented in car advertising.

The survey found that despite women feeling confident and capable when it comes to purchasing a new vehicle, they are not seeing themselves reflected in car marketing.

The study asked 736 women aged 25 to 64 a broad range of questions about women’s attitudes surrounding the vehicle-purchasing process.

Only one in three women (35 per cent) said they found auto ads persuasive when it comes to deciding which brands to consider before purchasing. Eight in ten (80 per cent) said they are not represented in car advertising, and only a quarter (28 per cent) said the marketing was relevant to them and reflected their life and family.

When it comes to environmental concerns, the survey found the debate around the future of petrol-powered vehicles is having an increasing impact, with almost half (43 per cent) saying they were likely to purchase hybrid and just over a third (35 per cent) electric.

However, almost half (47 per cent) also said they were unclear of the benefits of an electric car over a hybrid or petrol vehicle.

Nat Bettini, research director at Are Media, said that while car manufacturers recognise the role women play when it comes to purchase consideration, it’s evident that more needs to be done to ensure they and their lives are better reflected in marketing.

“She rates functional factors such as price, practicality, running costs, safety and size highest in importance when purchasing a car,” she said.

“Having said that, brand is also still important to her, with six in 10 agreeing a car brand should have specific values that they stand for, and over half saying that a car brand needs to have values in alignment with their own.”

The HERpulse survey found the most trusted source of information when deciding what car to buy is word-of-mouth (78 per cent), followed by online articles and reviews from women, while a quarter quoted magazine brands as being a reliable and credible source.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Are Media, Car, car advertising, women
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Telstra & Herpes Fly The Flag For Australasia In Final Cannes Lions Awards
21/06/2025
Australia Nabs Silver Marketing, Bronze Digital Young Lions Trophies
20/06/2025
Glimpse Inside the Cannes Jury Room  
20/06/2025
Destination NSW Partners With CommBank To Unlock Visitor Economy Insights
20/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?