Though 76 percent of female and 88 percent of male marketers believe they avoid gender stereotypes when creating advertising, according to a global survey detailed in a Kantar report, researchers noted that ad targeting is still extremely skewed within specific product categories like baby products, laundry products and household cleaners — where females make up 98 percent of the targeted audience.
Why you should care
According to Kantar’s report “Getting Gender Right” (free with registration), which was released Monday, there is a disconnect between marketers and consumers when it comes to gender stereotyping in advertising. Kantar’s 2018 data shows that a majority of female and male marketers believe they’re avoiding stereotypes when creating advertising, but a 2015 report from Kantar discovered 76 percent of female consumers and 71 percent of male consumers believe the way men and women are portrayed in advertising is “completely out of touch.”
Ad targeting is also heavily skewed toward female audiences when it comes to ads for baby products, laundry and household cleaning products. Kantar’s Link Ad Testing model, which analyzed 20,000 link ad tests from 9,560 brands in 43 different countries, discovered 98 percent of baby, laundry and household cleaner ads are targeted at women, along with 71 percent of food advertising and 60 percent of retail ads.
Meanwhile, Kantar’s “Connected Life” data from 2017 through 2018 (analyzing a total of 70,000 people in 56 countries) found that most domestic buying decisions are made jointly by men and women.
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Read more here: https://marketingland.com/are-brands-behind-the-times-when-it-comes-to-gender-stereotypes-in-ads-255997