Ipsos asked more than 20,000 adults from around the world if they think their nation will become more or less gendered in the future. Here's what they said.
As more precise targeting, programmatic media and digital advertising help advertisers reach people on an increasingly individual level at scale, it leads to an ethical question for advertisers and agencies. Pedr Howard, Ipsos senior vice president of Creative Excellence and Brand, explores how brands must weigh showing targeted creative that reinforces stereotypes they already believe, versus showing a “real world” that is more diverse than many actually see every day.
With nearly three-fourths of moms employed, dads are spending considerably more time being dads than they used to. That’s leading to high levels of stress for men (and of course women, too). But as media depictions of dads on screen become more nurturing, involved and empathetic and less bumbling, brands have an opportunity to show how their products and services can support those relationships.
- The Global View: Will my country be gendered in the future?
- What does health care look like in a post-binary world?
- What can brands learn from Playboy about talking to men?
- Does advertising have a responsibility to be inclusive?
- Will social structures evolve to support the changing role of men?
- On the Fringe with Amy Webb – Gender
- Gender means more than you think it does
- Could removing gender cues in marketing change what toys kids want?
- Is the future gendered?
What the Future
Each quarter, Ipsos asks What the Future about a different key area of our economy: Housing, Mobility, Health and Food. We ask key experts about the “big questions” they’re asking themselves, their companies, and their industries. And we get the answers and the data to start answering them today.