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Oct 10

Brands breaking gender stereotypes with digital advertising

gender stereotypes in advertisingToday there is a push for brands to be neutral in the audience they target and the message they portray in their digital advertising campaigns.

A brand that runs an advertisement aimed at breaking a gender stereotypeŠ—”for example—VerizonŠ—’s #InspireHerMind campaignŠ—”—will attract an audience that will react positively to the advertisement and bring a stronger sense of loyalty to that brand. However, there is an even bigger segment of consumers that wonŠ—’t be affected by the advertisement at all.

Recently Choozle conducted a Š—“Gender Stereotyping in Digital Advertising SurveyŠ— to better understand how users interact with digital advertising. Almost half of the respondents in the Š—“Gender Stereotype SurveyŠ— said when it comes to their feelings about a brand, they are not impacted by advertisements that aim to break stereotypes. Why is this?

Š—“I don’t really care what gender is portrayed in advertising. If I need something, regardless of gender, I buy it,Š— Š—– shared a male survey respondent, 30-44.

 

One male survey respondent – 60+ stated that he believes gender stereotyping in advertising is, Š—“Less prevalent than it was 10 years ago.Š—

This fits in exactly with the overall results of the survey that men are more likely to experience no impact when compared to women. However, when a consumer notices that a brand is trying to break a stereotype more than a third of survey respondents like the brand more and a quarter of respondents said they are more likely to make a purchase from the brand.

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