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 conversation around gender is shifting. No longer is it just about traditional gender roles. Now, it’s about the role of gender itself. No longer is it just about two genders. Now, it’s about the unbundling of sex and gender and identity and the spectrum of gender identities. Let's unpack what this means for your business and marketing.