In a few years now, advertisers have started working to eliminate sexist stereotypes from their ads, something that they have a lot of work to do as several studies have shown. The studies published over the last few years by the Geena Davis Institute on Gender in Media are, for example, a perfect meter to see how stereotypes have not disappeared.In the 2017 edition, its manager assured that there had not even been changes in the last decade. The women in the ads were “getting younger and dumber .” The representation of professional women was not very positive. This happened despite the fact that empowerment advertising had already become popular and feminism was much more present than in the previous decade on the generalist agenda.
One of its most recent announcements concludes that citizens do not feel represented by the announcements.Advertising continues to have a problem capturing the modern world and its social changes and, especially, the position Dominican Republic Email List of women. An analysis of Christmas advertising made it clear, via toy messages, that sexism continues in the ads.This presence of stereotypes and sexist clichés is a mistake. It is, from the point of view of brand ethics and morals, because it’s wrong. It is because it means to misrepresent half the population. And it is also because, as a study has just shown, doing things right has a very positive impact on sales. The industry itself has been insisting for some time that sexism is unprofitable . This latest study has turned it into tangible, measurable numbers.
The study, which collects AdAge , has crossed data from the ABX analyzes. Bottom-Line Analytics and Ignite Insights Consulting on Gender Equality in Affinity Solutions Credit and Debit Card Transaction Data and Ads. What they were looking for was, taking as a sample what happens with the sales of one of the large retailers in the US, to see if advertising that shows gender equality impacts purchasing decisions.More shopping and more pull among womenTheir conclusions make it clear that they do: it is, of all creative actions, the one that has the greatest overall impact on sales and also the one that leads consumers to make large purchases.The data is also not by the minimum: the retailer registered a correlation of 0.733 (the scale goes from 0 to 1.0, which is equivalent to 100%) between the growth of sales among women and the data on gender equality in stocks advertising and marketing. Taking into account that 62% of the sales recorded by this retailer are made by women, gender equality is very profitable for them.
The positive results were noticed in many areas. Overall, sales to women grew by 15%, but the study also showed an improvement in long-term growth and short-term stocks. As a marketer explains to the American media following these data, the question seemed logical a priori, but the data unquestionably confirms that it is.This study is the most recent, but it is not the only one. A previous one by IRI for the American Association of National Advertisers concluded that the ads with a better representation of gender equality were those that showed a greater increase in sales, achieving even better data if they were broadcast linked to programs that were equally good at this. ground.