Navigating gender within brand purpose in Asia

Brands in Asia need to carefully consider how they represent gender in advertising as traditional stereotypes are increasingly problematic.

The status quo isn’t working – and advertising is out of balance when it comes to gender, according to Asia-Pacific consumers.

According to the 2019 AdReaction study by WPP research company Kantar, 83% of marketers in APAC believe their organisations are creating advertising that avoids gender stereotypes. However, consumers disagree: for 63% of them, advertising reinforces