Diversity in advertising has become a hot topic in recent years. The success of some advertisements featuring women who broke with clichés has also accentuated the issue, making female empowerment an emerging issue.The different studies that were showing how consumers did not feel identified with the advertising messages and how they began to generate rejection were making the issue even more visible and that brands and companies were increasingly announcing that they were joining the trend .But have they really joined this trend and are they changing ads in a real way? Or in the end we are simply applying a little makeup to the issue or is it only being a few companies that are making the change while others are trying badly or not even that?When you’re watching TV and you come across the umpteenth ad where a mom gets her laundry to smell great thanks to the latest great detergent brand, you feel like not only a lot remains to be done, but little has actually been done.In fact, as a study carried out on a sample of consumers aged 16 to 64 in 28 countries has just shown, things are still not so positive. As they conclude at FastCompany , there are still too many women doing the laundry in the ads.The insurance shopper, the no-pull shampoo shopperIt is not valid as a scientific sample, but a random test was done to prepare this article. It was noon and we turned on the television looking for the channel that was on an advertising break at the time (anyone with advertisements on the air at that time would do).
Among the advertisements there was some sample of modernity, of course, such as that of Conformal Nigeria WhatsApp Number List starring a reconstituted family that wants to buy a sofa, but also a few in which usual clichés were evident or were like an underground presence.Thus, for example, the anti-pull shampoo for children shows a boy and a girl happy with this situation … and their mother. All narrated by a warm female voice-over, how could it be less. The ad for healthy snacks also shows a somewhat ethereal woman, in communion with nature, and a once again female voice-over.However, in the insurance world, the experts are the men. They are the voiceover of the two commercials from the ad break. In one, the main cartoon driver is a man. In another, a long-suffering married couple with a leak and their neighbor appear, but when you stop to analyze the group dynamics, you see that all that glitters is not gold.
The neighbor is, of course, the typical obnoxious lady, who only shuts up when the man in the ad puts her in her place thanks to her insurance.And that’s just a random pause, in which there was also a male voice-over in an ad that needed to convey a certain image of ‘wise man’ or, on the other side of the scale, the classic ‘useless man’ that he is not capable of assembling anything despite the instructions to be able to sell a chocolate bar. If we had spent the entire afternoon watching advertisements, we would possibly find many more examples to illustrate and understand the study data.Ads not visibleBecause, going back to the figures from the study by The Female Quotient and Ipsos for the UN Unstereotype Alliance, 72% of those surveyed consider that most of the advertisements do not reflect the world they live in, 63% do not They feel represented by the ads and 60% do not see their friends, family and acquaintances in them.
“Brands, agencies, and ad leaders need to get more used to the idea that ads shouldn’t just be used to sell a product, influence choice, and build brand loyalty,” says Phumzile Mlambo-Ngcuka, CEO. of women at the UN. 76% of consumers actually believe that ads have a lot of power to shape and change what consumers believe.But in reality, you don’t even have to think so altruistically and with so many principles to see the problem and understand that brands and companies have to change their game. It is no longer just that consumers want more and more brands and companies with principles and values and that this issue worries them (which too), but an eminently practical question. If you want to reach people who can buy your product you will need to talk to them and not just treat them in a way that they don’t like.