When we look at communication campaigns from a few years ago, we are shocked to remember the role assigned to #women in advertisements. Ads in which women searched for someone named Jacks in a latex suit or fought over a guy wearing a deodorant that made him irresistible. As mentioned, that would be inconceivable today… and fortunately so.
This leads us to the following question: in a few years, will the communication we produce today look just as outdated, unfair, and absurd?
To ensure the answer is no, Havas Media Group has conducted the “Meaningful Women 2030” study (yes, it seems #2030 will be a big year). This study aims to provide a diagnosis of the representation of women in current #advertising. It analyzes the values being projected today and their level of connection with real women.
For this study, 2,000 women were convened to evaluate 20,000 advertising campaigns from various brands to see how represented they felt in them. Qualitative workshops were also held to gain a deep understanding of the demands and key values for today’s woman and how they should be reflected in advertising communication.
As the main conclusions of “Meaningful Women 2030,” we highlight:
👉🏼 Sexualization is decreasing: 81% of creative assets show women without erotic or romantic attitudes. Goodbye to the “trophy woman” at last!
👉🏼 The traditional female model (housewife role or sexualized woman) is still predominant in 22% of creative assets. Positive changes are detected in the equality-advertising binomial, but they are not enough.
👉🏼 The figure of the independent woman is becoming established. In 58% of creative assets, the woman is working, enjoying leisure time, or consuming.
👉🏼 Low connection. The identification women feel with the characters appearing in campaigns drops to 5.3, due to the portrayal of perfect bodies and unrealistic beauty.
👉🏼 Lack of naturalness. One of the greatest challenges for advertising communication in representing women is showing them naturally. It is not enough to show female characters for the sake of it; they must have a reason for being there.
Undoubtedly, it is vital to incorporate different perspectives that reflect the new values of women, beyond workplace equality and shared responsibility at home, reclaiming others such as flexibility, emotionality, or sisterhood, without falling into idealization or the “superwoman” trap.
That is why at ROSAPARKS, Brands with a Purpose, we fully support and join these types of initiatives by implementing projects and actions in which the communication we carry out shows women in a real way. But truly real—not the reality of Instagram, fashion catalogs, or runways. #REALWOMEN. With values, concerns, doubts, strength, and #creativity.
#ROSAPARKS
#BeGoodBeRelevant
#CreativityWithPurpose
#Impactmarketing
