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Consumers Tired of Gender Stereotypical Beer Advertisements

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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UK consumers see beer advertisements as outdated and stereotypical.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Custom Solutions, beer advertisements are suffering the worst reputation, with 36% of the respondents calling these ‘outdated’ and ‘stereotypical’.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that consumers are tired of gender stereotypical advertisements. 69% believed grocery advertisements aimed at men are outdated and stereotypical, while 68% said the same of adverts aimed at women. The young generation is the most sceptical one. 76% of the 18-24 year olds think adverts aimed at men are outdated, whereas the 25-34 year olds are more likely to have this view on adverts aimed at women (74%).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He says: “Such types of adverts are becoming increasingly outdated, with consumers – particularly young adults –seeking out products that make them feel sophisticated and stand out from the crowd.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.”

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