Marketers miss the mark with women

Last month 400 women were canvassed online by Splash Consulting Group for their views on how they were portrayed by advertisers and marketers.

The majority of women, 86 per cent, said they were shown as unequal in society, 79 per cent said advertisers and marketers did not use “real” women in campaigns, and 81 per cent said the way they were represented was cause for resentment.

“The advertising and marketing industry has for too long inaccurately represented women with often harmful consequences,” Splash Consulting managing director Amanda Stevens said.

“Our survey explored a topic close to New Zealand mothers’ hearts – their daughters – and we found that almost all women, an overwhelming 94 per cent, say that the way they are portrayed in advertising and marketing campaigns encourages the sexualisation of girls from a young age,” Ms Stevens said.

“It is lazy, misguided and irresponsible for marketers to create campaigns and then wipe their hands of the potential negative impact.”

Ms Stevens said most women saw the current approach of the advertising industry as the real threat to their lives.

“Even when looking at these issues simply from a commercial perspective,  it just does not make good business sense to continue to ignore the changes New Zealand women want to see in advertising and marketing campaigns.

“Women are an incredibly powerful consumer group, and when offended, they vote with their feet and their wallets.” – NZPA

Ashburton Guardian – Thursday 7^th August 2008

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