FDBusiness.com

Consumers Tired of Gender Stereotypical Beer Advertisements

 Breaking News
  • PepsiCo Elects CEO Ramon Laguarta as Chairman PepsiCo’s board of directors has unanimously elected Ramon Laguarta as the company’s Chairman, succeeding Indra K. Nooyi who announced in August 2018 her intention to step down as PepsiCo CEO effective October 3, 2018 and remain Chairman until early 2019 to ensure a smooth and seamless transition. The appointment is effective when Chairman Nooyi retires from the company [...]...
  • Visitors to Irish Whiskey Distilleries Up 13% in 2018 The Irish Whiskey Association (IWA) has published statistics which show that there were 923,000 visitors to Irish whiskey distilleries in 2018. This marks a 13.4% increase on 2017, when visitor numbers reached 814,000. The figures are based on returns from 13 Irish whiskey distillery visitor centres and brand homes located across the island of Ireland. Overseas [...]...
  • Mintel Delivers Ground-breaking Patent Analysis Through New Partnership Mintel, the world’s leading market intelligence agency, now has access to the most advanced patent analysis available in the food & drink and beauty & personal care industries, through its new partnership with Cipher. As the world’s most sophisticated patent analysis system, Cipher harnesses artificial intelligence (AI) to analyse patents globally. The partnership will provide Mintel’s [...]...
  • Resilient Performance by Irish Food and Drink Exports in 2018 Despite a year of unprecedented global volatility, involving political uncertainty, extreme weather events and continuing currency fluctuations impacting competitiveness, the value of Irish food, drink and horticulture exports reached €12.1 billion in 2018, down just 4% from a record high in 2017, according to Bord Bia’s Export Performance and Prospects 2018/2019 report. 2019 marked the [...]...
  • UK’s Largest Packaging Show Welcomes Global Brands to Seminar Programme Coca-Cola, Marks & Spencer, Iceland and Innocent Drinks are just some of the major names taking to the stage as part of Packaging Innovations, Label&Print and Empack 2019’s exclusive seminar programme. The UK’s largest annual event for the whole packaging supply chain, which returns to Birmingham’s NEC on 27 & 28 February 2019, will host [...]...

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

  • June 18, 2019Multimodal 2019
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber

Subscribe Here



Advertisements