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Marketers reinforcing harmful gender-based stereotypes

76% of female consumers believe the way they’re portrayed in ads is completely out of touch

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MUMBAI: As per a recently released AdReaction report by Kantar, marketers today are reinforcing rather than helping to eradicate harmful gender-based stereotypes. While the clear majority of marketers globally (more than 75 per cent) think they are avoiding gender stereotypes, 76 per cent of female consumers and 71 per cent of male consumers believe that the way they’re portrayed in advertising is completely out of touch.

The latest AdReaction report from Kantar includes analysis on advertising creativity and media effectiveness both globally and in India. The latest edition is based on a comprehensive analysis of how women and men are portrayed in ads, and how they respond differently to marketing. The report aims to guide marketers on their gender progress journey and help brands grow, by Getting Gender Right. 

Commenting on the study findings, Kantar Millward Brown, South Asia managing director Vishikh Talwar said, “Gender is a sensitive topic - one that society is currently renegotiating across social, cultural, political and commercial spheres. The India leg of the survey comes at a very pertinent time as the subject of gender portrayal has gained immense importance both globally and closer to home. The report highlights that the bulk of ads in India are targeted at women; but marketers appear to be targeting them led more by stereotypes. Gender targeting should not be an either/ or decision and we need to challenge these outdated assumptions. From a portrayal perspective, more emphases need to be made towards aspirational and authoritative roles. The industry, as a whole, needs to be more aware than ever that things need to change”

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