02 Aug Adshel Whitepaper: Is it the end of the gender agenda?
Is it the end of the gender agenda?
As marketers are continuing to find, gender is a tricky arena to navigate, with brands and agencies taking frequent tumbles in connecting authentically with the new $28 trillion female while trying not to alienate men.
With this in mind, Adshel brought Gender Intelligence expert Bec Brideson in to ignite and clarify the conversation around gender by asking these questions:
- Is our industry tackling gender diversity with regard to her driving and influencing 80% of purchases?
- Should we segment by gender or have we moved beyond this simplistic categorisation?
- Is unconscious bias holding us back from successful campaign execution and gender parity?
Over two roundtables carried out across Sydney and Melbourne, industry leaders came together from top media groups, brands and agencies to unpick the issues and the practical methodologies and case studies that will help us resolve these three pillars.