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Consumers Tired of Gender Stereotypical Beer Advertisements

21 June 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UK consumers see beer advertisements as outdated and stereotypical.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Custom Solutions, beer advertisements are suffering the worst reputation, with 36% of the respondents calling these ‘outdated’ and ‘stereotypical’.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that consumers are tired of gender stereotypical advertisements. 69% believed grocery advertisements aimed at men are outdated and stereotypical, while 68% said the same of adverts aimed at women. The young generation is the most sceptical one. 76% of the 18-24 year olds think adverts aimed at men are outdated, whereas the 25-34 year olds are more likely to have this view on adverts aimed at women (74%).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.

 “Such types of adverts are becoming increasingly outdated, with consumers – particularly young adults –seeking out products that make them feel sophisticated and stand out from the crowd.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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