Marketers may view events like Valentine’s Day as a commercial goldmine but the way people celebrate such moments is evolving so brands must adapt to avoid being seen as tone-deaf.
Despite being the most depressing day of the year, there are four reasons to be cheerful about the future of inclusive marketing.
Given the industry’s potential to shape society and change behaviour, there is so much more we can and must do to help lower marketing’s gender pay gap.
The ‘Hello Boys’ campaign has long been held up as a classic by those who want to take marketing back to what they see as a ‘braver’ time – but, in reality, it was little more than a lazy effort that forgot to speak to its target audience.
Marketing has become very serious – but a dollop of humour can do wonders for effectiveness and doesn’t have to come at the expense of your brand message.
With the right athlete tie-up and creative content strategy, smaller brands are punching above their weight to stand out amongst high profile official sponsors.
Yes, Labour won the election, but there is much more the party could have done to engage and mobilise female voters, something it will need to address in future.
Despite all the noise brands are making around women’s sport, too few are putting their money where their mouth is and really backing female athletes and teams.
Work must be done to clean up the bias in data that is fed into many AI tools or the industry risks going backwards.
Women’s health is a $1trn per year opportunity yet brands are still failing to represent and communicate to women in a meaningful way.
Not everyone will always like it, but addressing cultural tension with genuine creative tension is the only way to drive real change.
Last year was dubbed the ‘Year of the Girl’ but with marketing’s gender pay gap stuck at the 16% mark and women revealed to be taking on more additional responsibilities than men for no extra pay there is clearly still work to be done.
Heads up, this column is about Christmas ads. If you’ve already seen more analysis than you can bear, look away now. But if you’re a woman with a festive to-do list as long as your arm, you might want to read on.
Over half of female motorists don’t feel seen by motoring marketing comms. If the industry wants to grow in the face of a clampdown on petrol vehicles perhaps it’s finally time for women to be targeted.
Gender-fluid fashion is reaching a cultural apex so mainstream fashion brands looking to capitalise on its growing popularity need to be prepared to speak about it authentically – and with confidence.
When purpose is done right it has the potential to be an absolute winner – Mattel and Orange are two examples of how from this summer. But what precisely does ‘done right’ mean?
On 22 July, the Lionesses begin their World Cup quest and girl, I can’t wait. But up until last month, it seemed we, the British public, wouldn’t be watching.
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