FDBusiness.com

Consumers Tired of Gender Stereotypical Beer Advertisements

 Breaking News
  • Coca-Cola European Partners to Remove 4,000 Tonnes of Single-use Plastic by Swapping Shrink Wrap For Cardboard in Western Europe Coca-Cola European Partners, will be replacing plastic shrink wrap with cardboard for its can multipacks across Western Europe, removing approximately 4,000 tonnes of single-use plastic per year across the region. This is the latest move in Coca-Cola’s commitment to tackle packaging waste and remove all unnecessary single-use plastic from its secondary packaging. Plastic shrink wrapping is used [...]...
  • EU Leading in Global Agri-food Trade The EU has been confirmed for yet another year in its position as the largest global exporter of agri-food products, with sales reaching €138 billion in 2018. Agriculture products represent a solid share of 7% of the value of EU total goods exported in 2018, ranking fourth after machinery, other manufactured goods and chemicals. Agriculture and [...]...
  • Is ‘Flexitarianism’ the Future? A workshop held recently at the University of Nottingham has revealed that ‘flexitarianism’ is a new and growing trend amongst British consumers. Delegates at an event that discussed plant-based diets heard how eating more plant-based products represented a sustainable future for food and drink production. Organised by the Agrifood Training Partnership (AFTP), and chaired by AFTP [...]...
  • Chivas Brothers Opens New Head Office Chivas Brothers, the Scotch whisky business of Pernod Ricard, has opened a new 27,000 sq ft head office in the centre of Glasgow. Jean-Christophe Coutures, chairman and chief executive of Chivas Brothers, says: “We need to keep moving with the times and this is the beginning of a new and exciting chapter for Chivas Brothers [...]...
  • Unilever Achieves 100% Renewable Electricity Across Five Continents Unilever has announced that its factories, offices, R&D facilities, data centres, warehouses and distribution centres across five continents are now powered by 100% renewable grid electricity. As far as possible, Unilever’s transition to renewable electricity has been delivered through supporting the development of local renewable energy markets, with 38% of its grid electricity supplied through [...]...

Consumers Tired of Gender Stereotypical Beer Advertisements

Consumers Tired of Gender Stereotypical Beer Advertisements
June 28
09:07 2013

UK consumers see beer advertisements as outdated and stereotypical. According to new research from Canadean Custom Solutions, beer advertisements are suffering the worst reputation, with 36% of the respondents calling these ‘outdated’ and ‘stereotypical’. Beer advertisements are suffering a worse reputation than other product categories such as cars (20%) and chocolate (15%).

The survey, based on the response of 2,000 UK adults, found that consumers are tired of gender stereotypical advertisements. 69% believed grocery advertisements aimed at men are outdated and stereotypical, while 68% said the same of adverts aimed at women. The young generation is the most sceptical one. 76% of the 18-24 year olds think adverts aimed at men are outdated, whereas the 25-34 year olds are more likely to have this view on adverts aimed at women (74%).

Consumers are calling for more unisex advertising. When it comes to beer advertisements, 51% want to see more unisex adverts. This attitude is more common among women (54%) than men (47%).

According to Michael Hughes, Research Manager at Canadean Custom Solutions, this survey sends a message to manufacturers that adverts reinforcing gender-stereotypes could have an adverse effect on brand perceptions.

He says: “Such types of adverts are becoming increasingly outdated, with consumers – particularly young adults –seeking out products that make them feel sophisticated and stand out from the crowd. Whilst such humour-based advertising that serves to reinforce gender stereotypes may be perceived as funny, they can actually have an adverse effect on brand perceptions.”

About Author

mike

mike

Related Articles

Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • October 1, 2019PPMA Total Show
  • October 17, 2019Future Food-Tech
  • November 18, 2019Plastics Caps and Closures Conference 2019
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber

Subscribe Here



Advertisements