Today, we launch the first edition of Porter Novelli Focus, our newest research series. These data briefs share insights on evolving stakeholder expectations related to timely topics. In this report, we focus on corporate inclusion of all genders in media, marketing, communications, product design and more – and how U.S. stakeholders expect brands to both break down cultural stereotypes and advance a more inclusive gender narrative.
Key findings include:
- 60% of Americans say companies should be more inclusive in their approach to gender identity in their marketing and advertising
- 57% are less likely to engage with a company that misrepresents or stereotypes gender identity in advertising, marketing, and communications
- 55% believe gender stereotypes exist partially because of the way companies have represented gender identity in marketing and advertising
- 55% wish companies offered more products and services that were not marketed to only one gender
And when we take a closer look at the generational split, the numbers get even more interesting.
- Gen Zers (63%) are more likely to believe companies have been active in perpetuating the gender stereotypes that exist in society today (vs. 55% average American)
- 6-in-10 (59%) Gen Zers are more likely to purchase a product that is not marketed toward one gender (vs. 47% Average American)