You are here: Home » News-ANI » Business
Business Standard

Getting gender right can help Indian marketers enhance growth prospects

ANI  |  Mumbai (Maharashtra) [India] 

Marketers are reinforcing rather than helping to eradicate harmful gender-based stereotypes, in line with the latest AdReaction report released by Kantar, which reveals the disconnect between consumer and opinions of gender portrayals in

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 is completely out of touch.

The latest AdReaction report from Kantar includes analysis on creativity and both globally and in The latest edition is based on a comprehensive analysis of how women and men are portrayed in ads, and how they respond differently to The report aims to guide marketers on their gender progress journey and help brands grow - by getting gender right.

Commenting on the findings of this study, Vishikh Talwar- Managing Director- Kantar Millward Brown, South Asia, said: "Gender is a sensitive topic - one that society is currently renegotiating across social, cultural, political and commercial spheres. The 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 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"Gender targeting should not be an either/ or decision and we need to challenge these outdated assumptions.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"s 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," he added.

The following are some key highlights of the study:

-Globally, gender-balanced brands drive greater brand value while brands that skew towards men tend to underperform and are valued on average USD 9 billion less. Only one in three brands achieve this balance in India.

-Getting the gender placement right is important, especially from a digital and static perspective because it can be used as a targeting and optimisation variable in these channels.

-In the wake of the #MeToo movement, the industry globally claims they are actively designing for both genders and representing them in a progressive context. But less female marketers are convinced with the way they're portraying men in the advertisements.

-Good ads work well with both genders. New information has the highest receptivity in India, more than 50 per cent men and women become more positive towards the ads that have new information. This is closely followed by humour which has a critical role to play in improving the ad receptivity with both genders.

-Breaking stereotypes helps. Female players in sports ads are loved by women audiences and it also surprises men; generating increased engagement.

This story is provided by ANI will not be responsible in any way for the content of this article.

(This story has not been edited by Business Standard staff and is auto-generated from a syndicated feed.)

First Published: Sat, March 16 2019. 13:55 IST
RECOMMENDED FOR YOU
RECOMMENDED FOR YOU