The Advertising Standards Authority (ASA) is introducing stronger regulations on advertising in relation to gender stereotyping. With these changes, brands may be faced with new challenges around their advertising strategies. This report explores both the views of men and women in relation to gender equality and stereotypes and goes further to explore these views by age group. From this insight, brands can see how perceptions are changing and -importantly – how brands can tackle change by understanding their customers through YouGov Profiles. 

For this report, we have run in-depth statistical analyses of YouGov Profiles data to produce practical actionable insight including:

  1. General attitudes towards gender equality and gender stereotypes by both men and women. 
  2. Insight into these attitudes noted above by age breakdown of men and women aged 18-24 and 55 and over.
  3. Attitudinal insight into gendered products and colours by men and women.

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