3 in 4 people in the US believe that traditional gender roles have changed. They don’t believe in stereotypes such as a woman’s primary role being the caretaker of the home or a man’s primary role as being the breadwinner. But advertising isn’t keeping pace with expectations for gender inclusivity, according to a study from Omnicom Media Group (OMG).
Virtually all respondents believe that a range of societal roles and behaviors are appropriate for both men and women. These range from cooking family meals to caring for children, purchasing groceries, caring about one’s appearance and being career-focused.
Moreover, most people no longer identify as being completely masculine or completely feminine, per the report. So it makes sense that they would eschew traditional perceptions concerning gender roles.
As the report details, though, advertising is lagging in its gender portrayals. In fact, respondents are more likely to believe that there is equal gender representation in media than that there’s already non-gendered advertising (57% and 38%, respectively). In fact, they’re as likely to believe in equal career opportunities as they are in non-gendered advertising. Read the rest at MarketingCharts.com.
