BRITISH PARENTS TO MARKETERS: STOP PUSHING “OUTDATED” GENDER ROLES

RAPP Partner, Haygarth, and Flamingo London created a report, following a study from Unilever, showing how advertisers still lack balance in their portrayal of modern families.

Anthony Donaldson, Executive Planning Director at Haygarth, stated, “At a time when all consumers are looking for brands and companies to have ‘higher purpose,’ we believe it is essential to better understand this little-understood and often cliché-ridden time of family life – to allow brands to find natural and added-value intersections to create enhanced engagement.”

95% of British families feel that marketers don’t understand the modern family – and many parents said that they don’t identify with the ads they see targeting families.

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