What brands stand to gain by depicting more positive portrayals of masculinity
With a rise in misogynistic content online, there is a case to be made for brands to introduce more progressive portrayals of masculinity, especially as new research finds these campaigns are 38% more likely to have a positive impact on brand equity.
Campaigns that feature a progressive masculine portrayal are 38% more likely to have a positive impact on brand equity, according to new research from Ipsos.
Using its Gender Equality Measure Index (GEM Index), which analyses gender portrayals in advertising, Ipsos analysed over 2,000 ads featuring men or boys. The study also finds ads that score high versus low on positive masculine gender portrayal are 37% more likely to drive a larger sales lift.
Senior director at Ipsos, Samira Brophy, says the research shows brands that depict positive masculinity will lead to better commercial outcomes, but stresses there’s still a long way to go.
