The statistic that prompted certainly one of the largest reactions at this yr’s Cannes Lions Festival was shared by Unilever’s Keith Weed. During his presentation on why the firm is radically altering its female-focused advertising technique, he revealed that 40% of girls—two-fifths!—don’t determine with the pictures of them portrayed by most advertisements, whereas simply three% of Unilever’s advertisements function ladies in management roles and 1% present ladies being humorous.
As Weed disclosed the findings, a vivid image emerged of the measurement of the gap between how feminine id is evolving and the model introduced by advertising. Unilever was given credit score for committing to develop extra culturally related and resonant work to fight gender stereotyping and extra precisely mirror society.
However, Weed was additionally eager to level out that the change wasn’t simply pushed by altruism. It was underpinned by a transparent business crucial. The analysis exhibits how shortly feminine id is evolving; it additionally highlights the alternative for manufacturers to profit by responding.
Based on work Unilever carried out with The Futures Company on the evolving nature of feminine id, Unilever has dedicated itself to creating extra communications which present a progressive imaginative and prescient of feminine id, by difficult themselves on three important dimensions of how ladies are represented: by means of their position, character and look.
Higher ranges of engagement
Our work confirmed that advertisements that match the progressive class have been proven to ship larger ranges of engagement, curiosity and pleasure, indexing properly when it comes to standing out and making an influence. In different phrases, making communications which present a extra progressive imaginative and prescient of feminine id makes sound enterprise sense.
What’s clear from the analysis is that the advertising and advertising business has acquired loads of catching as much as do to easily undertaking a sensible, modern image of feminine id.
The excellent news is that these manufacturers who select to maneuver their technique ahead have an ideal alternative for progress, disruption and creativity.
To achieve this, manufacturers might want to get a deeper understanding of how values and tradition are altering, in order that they will each mirror an correct image of the place feminine id is right now, and assist to form extra progressive visions of the place feminine id might go in future.
SOURCE: Kantar Futures Blog – Read complete story here.