women

SeeHer and Horowitz Research’s Gen Z Vibe Check

SeeHer and Horowitz Research’s Gen Z Vibe Check

Tarya Weedon – Cultural Insights Strategist, Horowitz Research

Yatisha Forde – Senior Director, Insights & Thought Leadership, ANA

Tarya Weedon of Horowitz Research and Yatisha Forde of the ANA discussed how to connect and create trust with Gen Z through accurate representation, authentic allyship and honest dialogue. This generation is redefining American culture with their views on gender, sexuality and fluidity. Champions of gender equality, they are a vocal cohort at the forefront of reversing the negative effects of traditional gender rules and stereotypes. Gen Z are hyperaware of when a campaign’s message is inauthentic or a brand does not “walk the walk.” Fewer Gen Z than other generations think advertising accurately reflects them. Tarya and Yatisha offered advice on how to pass the “vibe check” with this generation. Their study had two legs, a qualitative phase which was interacting over a two-week period with an online community with 70 Gen Zers in the U.S. The quantitative phase was an online survey among 800 U.S. respondents ages 14-to-24. Key takeaways:
  • Forty percent of Gen Zers said labels should be chosen by the individual, not society.
  • Over 50% said both male and female identifying people can do anything from using makeup to doing manual physical labor, and from being emotional to being in STEM.
  • Eighty-eight percent disagree that increased acceptance of non-traditional ways about gender and sexuality is bad for society.
  • Half of Gen Z self-identify as gender non-binary, and 64% identify as sexually fluid.
  • Forty-six percent said claiming support wasn’t enough. To be seen as trustworthy, a brand needs to show its support in action.
  • Forty-seven percent said it felt like pandering when an ad highlighted a cause that they’re not involved in.
  • Although respondents thought that all brands have a responsibility to influence perceptions about gender and sexuality, they felt some types of brands have a bigger responsibility than others. The biggest responsibility came to beauty/self-care brands (50%), clothing (49%), pharma/health (20%) and food/beverage brands (18%).
  • Just 47% of respondents felt like advertising accurately reflected their generation.
  • Recommendations included making diversity part of the brand ethos, reimagining gender and sexuality in advertising content, leveraging SheHer guides and GEM best practices, including more diversity and aspects of intersectionality in advertising and finding ways to open dialogue that is inclusive and without judgment.

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Attitudes Towards Inclusivity in Advertising: A Twelve Country Study

Attitudes Towards Inclusivity in Advertising: A Twelve Country Study

Steven Millman – Global Head of Research & Data Science, Dynata

Steven Millman of Dynata shared key findings from Dynata’s global research on attitudes towards inclusivity in advertising and why that matters. The online survey was conducted across 12 countries (U.S., Canada, U.K., Germany, France, Italy, the Netherlands, Spain, China, Japan, Australia and Brazil) with a representative sample of 18+ adults and a total of 12,043 respondents. The survey examined attitudes and feelings of various minority groups (including LGBTQIA+, women, seniors, people with disabilities). Race was only considered for the U.S. sample, as race couldn’t be asked in certain countries or it was challenging to get sufficient diverse samples by race in non-U.S. countries. Overall, the study found that members of minority groups generally feel somewhat less authentically represented in advertising than do others. With the exception of racial minorities in the U.S., marginalized groups also tend to feel less satisfied by their portrayals in advertising. The presentation also delved into cross-country trends and differences, as well as a deeper dive into the impact of political affiliations and gender on attitudes and purchase intent in the U.S. along issues of inclusivity and diversity. Key takeaways:
  • Across countries, members of minority groups generally feel somewhat less authentically represented in advertising than do others. However, most people do not across the board.
  • Marginalized groups, especially LGBTQ+, are also less likely to be satisfied by their portrayals in advertising. The only exception was underrepresented racial group in the U.S.
  • In general, people think inclusivity in advertising is important, especially among younger groups. However, the exception was seniors, who only ranked portrayals of people over 65 as highly important.
  • Portrayals of equal representation of women and men and people with disabilities ranked the highest in importance across different age demos.
  • Portrayals of the LGBTQIA+ community ranked the lowest in term of importance across all age groups, and the portrayal of LGBTQIA+ was important to less than half of non-LGBTQIA+ respondents.
  • The majority felt that we are going in the right direction in terms of whether things are getting better or worse with respect to inclusivity in advertising. This satisfaction was overall lower in the U.S., similarly between racial and non-racial minorities.
  • In the U.S., Democratic men were much more likely than Republican or Independent men to say that they would be more likely to purchase from inclusive advertisers. There were similar differences among women along party lines, but the gaps were much closer.
  • Among countries, Brazil reported the importance of the portrayals of marginalized groups as the highest.

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DEI in 2024

  • Posted: February 1, 2024

In addition to the ARF event, DEI and diversity were recently addressed by the World Federation of Advertisers (WFA) strategic partners in their forecasts for 2024 priorities and in a new Morning Consult study.

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Does Having Multicultural Marketing Mean Your Brand is Inclusive?

Does Having Multicultural Marketing Mean Your Brand is Inclusive?

  • MSI

Multicultural marketing is popular today. Its aim is to increase inclusion through consumption. But does propagating such marketing make a brand inclusive? An inclusive brand is one that creates, communicates and delivers offerings that serve underrepresented communities, say researchers in this Marketing Science Institute (MSI) working paper. In this way, such brands enhance lives through increased equality, acceptance, respect, belonging and empowerment.

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Improving Inclusive Advertising

  • Posted: October 20, 2023

A new study by Paramount looks at the current state of inclusive advertising and offers six tactical strategies to improve advertising for the benefit of consumers and brands.

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Firm Beliefs – How to Shape Your Own Career

  • Posted: October 13, 2023

On September 20, Bob Pearson, renowned author of “Firm Beliefs,” reflected on his findings working in three Fortune 500 companies and helping build three marketing communications consultancies. A panel of industry leaders drew insights from decades of cross-industry expertise and shared actionable strategies that help leaders facilitate team building.

Different Environmental Advertising Appeals Resonate with Young Men vs. Women

Different Environmental Advertising Appeals Resonate with Young Men vs. Women

  • JOURNAL OF ADVERTISING RESEARCH

Previous research shows men under 30 care the least about the environment and taking steps to protect it, and are averse to traditionally feminine behaviors, which environmental appeals usually angle toward. A new study compares young men and women’s responses to a “take care of your planet” messages perceived as feminine, with other appeals emphasizing physical activity or “sweating” for the environment, seen as more masculine. Although “caring” is less effective, a gender-neutral-themed message resonates more broadly.

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Firm Beliefs – How to Shape Your Own Career

Firm Beliefs – How to Shape Your Own Career

  • YOUNG PROS & WOMEN IN ANALYTICS

On September 20, Bob Pearson, renowned author of “Firm Beliefs,” reflected on his findings working in three Fortune 500 companies and helping build three marketing communications consultancies. A panel of industry leaders drew insights from decades of cross-industry expertise and shared actionable strategies that help leaders facilitate team building.

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