凯度AdReaction-如何避免市场营销中的性别偏见？别让你的品牌成为全民公敌

12What’s to ‘get’?Gender is a sensitive topic - one that society is renegotiating across social, cultural, political and commercial spheres. To begin with, definitions of gender have progressed. Today it is widely viewed as a spectrum, rather than a simple binary. Gender roles in society are evolving too. Men and women now lead and nurture at work and at home. Whether running for office or running from sexual harassment and assault, gender pervades political realms. In business, gender has moved beyond inclusion and diversity initiatives. It is now the focus of customer experience initiatives and ad campaigns. It is a different, evolving world.The gender zeitgeist has overtaken many who are still operating like it’s 1999. In fact, some marketers seem to be avoiding the issue altogether, paralysed by the fear of gettingit wrong.Within the marketing industry, high profile initiatives such as the Unstereotype Alliance and the Gender Equality Measure seek to eradicate harmful gender-based stereotypes. However, many brands have not kept pace with change. The gender zeitgeist has overtaken many who are still operating like it’s 1999. In fact, some marketers seem to be avoiding the issue altogether, paralysed by the fear of getting it wrong. In this precarious environment, achieving a balance between acknowledging and recognising gender, while evading stereotypes that can burden a brand, isn’t easy. Equally, it can be challenging to avoid the risks and repercussions presented by overstepping ambiguous, socio-cultural bounds when making too strong a gender statement. Then, there are questions of purpose — does the average laundry detergent, chocolate brand or financial services supplier really need to take a stand for gender equality? Although the practical benefit of appealing to a wider consumer base can be a clear brand priority, perhaps the moral imperative of ‘doing the right thing’ may be less compelling for some. And importantly, does addressing gender result in brand growth? Based on findings from this unprecedented report, marketers can feel more confident making strategic brand decisions using our comprehensive evidence and insight into gender differences in response to marketing. Analysis covers consumer responses to tens of thousands of brands, creatives and campaigns, as well as a global survey of marketers, all delivering fresh new insights into the role of gender in brand strategy, creative response and media targeting. Empowered, marketers can re-examine their understanding of gender to find a fresh equilibrium that will enable brands to flourish in this evolving environment.123434Marketers think they’re getting gender right. The vast majority are confident that their organisations are creating advertising that avoids gender stereotypes and contains balanced content. But more female marketers think the industry is missing a beat with on average 13% fewer women agreeing.5Meanwhile, consumers on the other side of the scale think that market