Advertising industry’s failure to portray and target women well impacts the effectiveness of individual adverts and campaigns. Male-skewed brands are missing out on an average of US$9 billion in brand valuation in the US, UK, and China.
The vast majority (88%) of APAC marketers think they are doing a good job of portraying women as positive role models in adverts. However, globally a significant percentage (76% of female, 71% of male) of audiences think the way they are portrayed in advertising is “completely out of touch”.
The challenges brands are facing when trying to get the gender right are mainly in five questions:
1. Getting Gender Targeting Right:
Globally, marketers have not overlooked female consumers. In fact, there are far more female-targeting ads than male-targeting ads.
But the problem is that marketers seem to heavily target according to stereotypes in some categories. For example, globally 98% of baby product ads, laundry product ads, and household c...
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