As marketers we need to get better at target people and not focus so strongly on gender and gender roles in society. But how, is the question. this is an interesting report by Kantar and synopsis by Marketing Land.
Kantar’s findings revealed 92 percent of male marketers and 88 percent of female marketers believe ads feature “positive and attainable” female role models, but the Kantar’s Gender Equality Measure data shows that 45 percent of consumers believe women in ads are portrayed in an inappropriate way — while only 40 percent think highly of the women portrayed in ads.
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