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Although there has been much progress in dismantling gender stereotypes in advertisements and media, much work still remains to be done. 

Notable examples of progressive campaigns include Heineken’s commercial promoting gender inclusivity, Mohey’s wedding campaign challenging traditional norms in India, and Korean beauty brand SK-II’s “Change Destiny” campaign, which contests conventional beauty standards. Yet, some brands continue to present gender stereotypes. 

Gender equality has been a hotly debated issue for years, and brands have been front and centre in helping drive meaningful change. Advertising can be used to promote gender equality and challenge gender stereotypes. Studies have shown that media images are more impactful than books on gender equality. Advertisers can showcase their customers’ diversity in their communications and ultimately help create an environment where all genders are respected, accepted, and valued.

In a world where men and women lead similar lives, it is irrelevant to remind people of gender in the products they purchase and use. 

Today’s consumer increasingly expects to see the reality of their lives and gender equality from the brands it engages with. It is, therefore, a win-win situation for brands showcasing gender equality. 

The role of social media in helping upend gender stereotyping in the media. 

Social media has had a considerable influence in breaking down gender stereotypes. Before the existence of such platforms, women had little choice but to accept oppressive depictions and had no means to converse and gain solidarity with each other in finding such depictions unpalatable. However, with the rise of social media, women now have a powerful tool for engaging in meaningful dialogue about the various ways brands have perpetuated unfair stereotypes. The effect of such conversations has been inspiring and momentous.

The UK banned gender stereotyping from British ads.

In 2019, a significant development took place in the advertising industry in the United Kingdom by banning gender stereotypes in British ads. The UK’s advertising regulator made this decision, the Advertising Standards Authority (ASA), set out guidelines for agencies to eliminate stereotypes that could potentially cause harm, serious offence, or widespread negative impact.

This ban aimed to promote a more inclusive and diverse representation of gender in advertising, challenging outdated and harmful stereotypes that perpetuated gender inequality and limited societal perceptions. The ASA recognised that advertising plays an influential role in shaping cultural norms and beliefs, and by addressing gender stereotypes, it sought to create a more equitable and inclusive advertising landscape.

The ban on gender stereotypes meant that advertisers and agencies were required to avoid portraying stereotypes that reinforced traditional gender roles or demeaned individuals based on gender. Examples of such stereotypes included women depicted solely as caregivers or in passive roles, men portrayed as aggressive or incapable of household tasks, or advertisements suggesting that certain activities or interests were exclusively for one gender.

Advertisers were given six months to review their campaigns and make necessary changes to align with the new guidelines. The goal was to encourage advertisers to be more mindful of the potential impact of their messaging on societal attitudes and to promote a more balanced and realistic portrayal of gender roles and identities.

The ban on gender stereotypes in British ads aimed to address the harmful effects of stereotyping on individuals and society. It aimed to challenge traditional gender norms, empower individuals to be seen beyond rigid stereotypes, and foster a more inclusive and equal society.

The ASA’s decision received widespread support from advocacy groups and organisations working towards gender equality. By taking a proactive stance against harmful gender stereotypes in advertising, the UK set an important precedent, encouraging other countries and advertising industries to assess their practices and make positive changes.

However, it is worth noting that the ban on gender stereotypes does not mean that all depictions of gender are forbidden in advertising. Instead, it ensures that advertisements avoid perpetuating harmful and limiting stereotypes that can hurt individuals and society.

Banning gender stereotypes in British ads represented a significant step towards fostering more inclusive and equitable advertising practices. It signalled the recognition of the influential role of advertising in shaping societal perceptions and aimed to create a more diverse and empowering representation of gender in the media.

Studies show ads using progressive and inclusive advertising can help brands increase their ROI (return on investment) in several ways:

Targeting a wider audience.

By creating inclusive advertisements, brands can appeal to a wider audience, including people from diverse backgrounds, cultures, and lifestyles. This can help expand their reach and increase the number of potential customers who may be interested in their products or services.

Building customer loyalty.

Inclusive advertising can help build customer loyalty by demonstrating a brand’s commitment to diversity, equity, and inclusion (DEI) values. Customers who identify with a brand’s values are likelier to become loyal customers and advocate for the brand.

Enhancing brand reputation. 

Brands that embrace diversity and inclusion in their advertising can enhance their reputation and be viewed as socially responsible and forward-thinking. This can create a positive association with the brand and increase the likelihood of customers choosing their products or services over competitors.

Encouraging word-of-mouth marketing. 

Progressive and inclusive advertising can lead to positive word-of-mouth marketing as customers share their positive experiences with the brand and its messaging with others. This can increase brand awareness and generate more leads and sales.

9 Ways advertisers can promote gender equality.

In recent years, we’ve seen a trend of brands attempting to use feminist values to sell fashion and beauty products to women. This approach involves aligning themselves with feminist values, such as empowerment and inclusivity, to appeal to consumers who identify with them. 

While some argue this is a positive step towards greater gender equality, others have criticised this trend as a form of “femvertising” more about selling products than promoting genuine social change.

So, how exactly do brands attempt to use feminist values to sell fashion and beauty products to women? Here are a few common tactics:

• Challenge gender stereotypes. 

Advertisers should avoid gender stereotypes and represent women in diverse roles and situations, showcasing their strengths, abilities, and achievements. This can help to break down harmful gender biases and create a more inclusive environment.

Some brands take a more critical approach to gender stereotypes in their advertising. For example, a campaign by the sanitary pads brand Always aimed to raise the issue of sexism towards women and try to turn that phrase into something positive. Building upon what brands like Nike and Dove started, it used consumer insights to connect with its target audience at a deeper level.

• Feature diverse body types.

Advertisers should showcase women with diverse body types, including those not traditionally represented in media. This can promote body positivity and create a more inclusive environment for women of all shapes and sizes. Personal care brand Dove has been at the forefront of this change. 

• Use inclusive language. 

Advertisers should use inclusive language that avoids assumptions about a person’s gender identity or preferences. For example, using “they” instead of “he” or “she” can be more inclusive of non-binary or genderqueer individuals

• Promote equal opportunities.

Advertisers should promote equal opportunities for women in their ads, highlighting their achievements and potential. This can help to break down gender barriers and create a more equal and inclusive society.

• Address women’s issues. 

Advertisers should address women’s issues in their ads, such as gender-based violence, unequal pay, and lack of representation in leadership roles. This can help to raise awareness and promote change.

• Celebrating Women’s Achievements

Some brands are using their advertising to celebrate women’s achievements and promote messages of empowerment. For example, Nike’s “Dream Crazier” campaign featured female athletes breaking down barriers and shattering stereotypes.

• Partner with women creators.

Advertisers should partner with women creators and influencers who can bring diverse perspectives and experiences to their ads. This can help to ensure that the content is more inclusive and representative of women’s diverse experiences.

• Advocate for women’s empowerment. 

Advertisers should advocate for women’s empowerment in their ads, promoting messages of self-confidence, resilience, and self-determination. This can create a more inclusive and supportive environment for women.

• Promoting Self-Care. 

Brands increasingly emphasise the importance of self-care and mental health in their marketing. By promoting the idea that taking care of oneself is empowering, these brands hope to tap into a growing trend toward wellness and self-improvement.

While this approach can effectively capture consumers’ attention and generate sales, it’s important to consider the authenticity of these messages and whether they truly promote gender equality or are just a form of “femvertising.” As consumers, we should be mindful of the messages we’re being sold and their impact on society as a whole.

The Role of Market research in helping brands embrace DEI.

When it comes to advertising, brands must always consider their audience. And in today’s society, that means being mindful of gender stereotypes and avoiding perpetuating them in ads. But how can brands break free from these harmful biases? 

Market research allows brands to better understand their target audience and the values and beliefs that shape their behaviour. By conducting focus groups and surveys, brands can uncover important insights about their audience’s perceptions and expectations. This data is then used to inform the creative direction of advertising campaigns.

As mentioned earlier, one brand that has successfully used market research to break gender stereotypes is Always. The feminine care brand conducted a study and found that only 19% of women positively associated with the phrase “like a girl.” In response, Always created the “Like a Girl” campaign, which aimed to change the negative connotation of the phrase and empower girls and women. The campaign garnered over 90 million views on YouTube and was praised for its impactful message across the globe.

Fashion retailer H&M found that gender stereotypes were a major barrier for their male customers, who often felt discouraged from trying new styles due to societal pressure to conform to traditional masculinity. In response, H&M launched their “Modern Essentials Selected by David Beckham” campaign, which featured the soccer star sporting gender-neutral clothing and breaking free from gender norms. The campaign received positive feedback for its progressive message and inclusive approach.

These examples demonstrate the powerful impact that market research can have on breaking gender stereotypes in advertising. Using data to inform creative decisions, brands can create more relevant, meaningful, and impactful campaigns for their audience. Promoting gender equality in advertising gives brands the potential to shape cultural perceptions and impact society as a whole positively.

Examples of brands winning at inclusive advertising and gender equality worldwide. 

• Nike has been praised for its inclusive advertising campaigns that promote diversity, inclusion, and empowerment. Their campaigns often feature athletes and individuals from diverse backgrounds and highlight important social issues. One example is their “Dream Crazier” campaign, which celebrates female athletes and encourages women to break through barriers and reach their full potential.

• John Lewis, a British department store, has been recognised for its inclusive advertising campaigns. The brand’s “Man on the Moon” Christmas campaign, featured a young girl trying to connect with an elderly man who lives alone on the moon. The ad promoted inclusivity, compassion, and connection.

• Tanishq, an Indian jewellery brand, has been praised for its inclusive advertising campaigns celebrating diversity and inclusivity. One of their most notable campaigns was the “Ekatvam” campaign, which featured a Hindu-Muslim couple celebrating their baby shower. The ad received backlash from some conservative groups but also widespread praise for promoting unity and inclusivity.

• DBS Bank, a Singaporean bank, has been recognised for its inclusive advertising campaigns that promote diversity and inclusivity. Their “SPARKS” campaign featured stories of individuals from diverse backgrounds and celebrated their achievements and contributions to society.

• Swedish brand Ikea has been a pioneer in using advertising to promote gender equality. Their advertising focuses on breaking gender stereotypes in home decoration. In an effort to ensure that their advertisements send the right message to consumers, they worked with a panel of experts in the fields of social science, communication, and art to provide them with creative input and advice. One of their ad campaigns showed how male and female parents are equally involved in their child’s education. By showing male and female roles in household activities, Ikea is taking a proactive step in breaking down stereotypes about gender roles in the home.

• Levi Strauss has made a conscious effort to use advertising to promote gender equality by featuring men and women in their campaigns. They’ve also released several initiatives to reduce workplace bias and encourage the career progression of all genders. Their #WeAllFitIn campaign was aimed at fighting for workplace equality and diversity. The campaign was focused on creating an inclusive and empowering workplace for people of all genders and was designed to break down gender stereotypes and inspire all genders to reach their career aspirations.

• L’Oréal has long used advertising to challenge the traditional representation of beauty. They released the #WomenNotObjects campaign to address the fact that many ads in the beauty industry had traditionally featured women as objects of sexual desire instead of empowering and uplifting them. The campaign aimed to end gender stereotypes by using real women, not models, to tell the stories behind their products.

• Apple’s recent “Behind the Mac” campaign encouraged girls and women to explore their creativity and use the power of technology to reach their goals. In the ads, Apple used real women from various backgrounds and showcased their successes, helping to challenge gender stereotypes and promote gender equality.

While certain industries, like the beverage industry, are still plagued by gender bias, the retail industry has recently made strides toward gender neutrality, with toy and clothing retailers starting to respond to criticism. 

US-based retailer Target, for instance, has announced that it will remove gender-based signage from the children’s section of its stores, while Amazon has eliminated the option to categorise toys by gender. Even the Disney Store has made its Halloween costume collection gender-neutral. However, the beverage industry, particularly energy drink brands, is still motivated to leverage gender norms and anxieties to drive sales.

These are just a few examples of brands winning at inclusive advertising in different parts of the world. 

Advertising is an incredibly powerful tool that can help shape the conversation and further gender equality. When brands feature people of all genders and sexualities in ads, they demonstrate their commitment to promoting equality. They can also showcase diversity in roles and lifestyles that may not have previously been widely represented. Advertisers should also avoid using gender stereotypes that might influence the audiences’ views on what roles are appropriate for certain genders. Moreover, it’s important to focus on storytelling in advertisements, showing realistic scenarios and portraying different gender roles as unbiased and non-judgemental. In doing so, advertising can contribute to a more equal and just society.

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Bud Light recently found itself embroiled in controversy, demonstrating the potential pitfalls brands may encounter when they strive to align with an array of progressive causes, from gender identity to climate change.

The contention surrounding Bud Light underscores the precarious position companies can find themselves in when they strive to resonate with ‘woke’ culture. 

It serves as a stark reminder that while supporting progressive goals can reflect positively on a brand, tackling too many issues simultaneously can lead to criticism and potential damage to the brand’s reputation. For every cause or belief system, segments of the community feel the opposite. This can lead to polarization and potential damage to a brand’s reputation.

A marketing campaign featuring a transgender activist sparked conservative backlash, thrusting Bud Light into a contentious debate surrounding corporate engagement with ‘woke’ culture. 

What was once merely a beer selection has now become a symbolic stand in the discourse over the role and responsibility of corporations in societal issues.

So how did Bud Light’s seemingly simple choice of beer get dragged into a complex cultural controversy, and more importantly, what can brands learn from it?

In this digital age, the line between brand identity and social consciousness is increasingly blurred, with more consumers—particularly Millennials and Gen Z—expecting brands to take a stand on pressing societal issues. 

However, authenticity is key. ‘Woke-washing,’ or feigning interest in social causes for commercial gain, can be sniffed out by savvy consumers, often leading to more harm than good. This post explores the delicate dance of being a ‘woke’ brand, the potential benefits and pitfalls, and why purpose is becoming a powerful currency in the business world.

The Appeal of the Woke Brand

It’s undeniable that ‘woke’ brands can resonate with consumers. When executed authentically, aligning with social causes can lead to positive outcomes.

Consider Patagonia, an outdoor apparel brand. Their dedication to environmental activism is woven into the very fabric of their corporate identity. They’ve pledged 1% of sales to environmental groups, led a high-profile lawsuit over national parklands, and invested in sustainable product design. Their ‘activist’ stance is far from superficial—a commitment that echoes through every level of their operation.

Younger generations, like Millennials and Gen Z, heralded as socially conscious and action-oriented, are particularly attracted to purpose-driven brands. According to a 2022 Edelman report, 73% of Gen Z members surveyed buy or advocate for brands based on their beliefs and values.

Is being woke a double-edged sword?

We live in an era defined by hyper-awareness and the pursuit of social justice, and ‘being woke’ has emerged as a buzzword that brands are quickly embracing. 

However, it’s important to remember that for many, being ‘woke’ isn’t merely a trendy label but a commitment to recognising and challenging systemic injustices. 

For brands, the decision to engage with ‘woke’ culture can be a double-edged sword, potentially offering a competitive edge while also risking backlash if handled insensitively.

In 2020, Nike, for instance, continued their tradition of bold socio-political stances with their “For Once, Don’t Do It” campaign in response to the Black Lives Matter protests. Flip-flopping their iconic slogan, this message was lauded for its relevance and empathy. On the other hand, Pepsi’s 2017 ad featuring Kendall Jenner appropriating the imagery of protest movements for a soft drink commercial was met with widespread criticism, seen as trivialising genuine struggles for justice.

These examples highlight the two edges of the ‘woke’ sword. When executed with authenticity and sincerity, brands can tap into the zeitgeist, connecting with consumers on a deeper level. 

However, if ‘wokeness’ is merely exploited as a marketing gimmick without understanding or respect for the underlying issues, it can lead to alienation and damage to the brand’s reputation.

So, how can brands effectively engage with the ‘woke’ consumers, who are often at the forefront of these discussions? Here are some dos and don’ts:

DO:

• Educate Yourself: Understand the social issues that resonate with your audience. Authenticity comes from knowledge, so it’s crucial to stay informed about the conversations taking place within your demographic.
• Live Your Values: Consumers, particularly Gen Z, have a keen eye for inauthenticity. If your brand claims to stand for something, ensure those values permeate every aspect of your business, from supply chain practices to employee treatment.
• Partner with Relevant Organisations: Actions speak louder than words. Collaborating with NGOs or nonprofits that align with your brand’s values can demonstrate a tangible commitment to social causes.
• Appoint a crisis manager. Publish a transparent, honest Sustainability Report.

DON’T:

• Jump on Every Bandwagon: Not every social issue will be relevant or appropriate for your brand to comment on. Avoid tokenistic engagement with causes not aligning with your brand values or business area.
• Exploit Sensitive Issues: Consumers can spot when a brand is capitalising on a social issue purely for profit. Always approach sensitive topics with care, respect, and a genuine desire to effect change.
• Ignore Feedback: If you face backlash, don’t disregard it. Apologise sincerely if needed, and use it as an opportunity to learn and grow.

Navigating ‘wokeness’ can indeed be a double-edged sword for brands. However, when done sincerely and thoughtfully, engaging with social issues can deepen connections with consumers, particularly younger ones, who value brands that stand for more than just their products or services. 

Ultimately, it’s about fostering a genuine commitment to social progress and reflecting that in all aspects of your brand.

The Danger of Woke-Washing

Appropriating social causes without genuine commitment can backfire, as Pepsi found out. This superficial display of ‘wokeness,’ often termed ‘woke-washing,’ can lead to consumer skepticism, negative press, and a damaged brand reputation.

Take H&M, for example. In 2018, the brand was accused of hypocrisy for promoting a feminist ad campaign while being linked to exploitative labor practices, including employing women in Bangladesh at low wages. This discrepancy between their outward messaging and business practices led to public outcry and boycott threats.

Purpose is a New Form of Conscious Capitalism

Increasingly, industry experts argue that purpose is becoming the new form of capitalism. Brands like Unilever and Ben & Jerry’s have championed this notion, embedding social responsibility into their business models.

Unilever has taken strides to reduce environmental impact and enhance societal value across its portfolio of brands, including committing to a deforestation-free supply chain by 2023. Similarly, Ben & Jerry’s has long championed various social causes, from climate justice to refugee rights, and has frequently used its platform to raise awareness and stimulate conversation around these issues.

In fact, in the early 1980s, as Corporate Social Responsibility (CSR) was beginning to gain traction, the term “Caring Capitalism” was coined by Ben Cohen. Ben Cohen and Jerry Greenfield have become esteemed figures worldwide for their significant community activism. Their efforts have served as a beacon, inspiring countless brands over the past four decades to strive towards greater social responsibility.

Such purpose-driven business models can yield substantial returns. Harvard Business School found in a 2020 study that ‘firms of endearment,’ or those that focus on purpose beyond profit, outperformed the S&P 500 by 14 times over 15 years.

However, the purpose-driven brand isn’t a one-size-fits-all solution. Not all attempts to ‘get woke’ will pay off. Brands must demonstrate consistent commitment and action towards the causes they align with or risk losing consumer trust. Companies need to back up their words with actions, showing consumers, they’re serious about making a difference.

As we navigate an increasingly conscious consumer terrain, the call for brands to ‘wake up’ and align with social causes becomes louder. 

Yet, brands must understand that ‘wokeness’ is not a marketing tactic but a commitment. It’s not about jumping on the latest cause to sell products but about integrating purpose into the core of business operations, ensuring actions align with words. 

The rewards for companies that can strike the right balance are clear: deeper connections with consumers, a stronger brand reputation, and the opportunity to make a genuine difference in the world. As capitalism continues to evolve, it’s clear that purpose is more than just a trend—it’s becoming a new way of doing business.

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