Unilever is the world’s second largest advertiser. They spend £6 billion a year on advertising their products. Most of their customers are women and yet they often feature women behind the sink rather than in the boardroom; a scenario which reinforces old fashioned stereotypes.
Our progressive society rightly demands equality, diversity and inclusion, so firms like Unilever now realise that they should change their advertising campaigns. People can no longer relate to the idea of a working man and a stay at home woman - in fact - more and more people find that idea frustrating and insulting. It's time to change. The world has moved on so why portray it as if it has stagnated?
We recently interviewed, Cassons, a Lancashire-based accountancy firm, who have thrown down the gauntlet to the professional services world by producing a comical karaoke video which challenges the stereotypical image of accountants as serious and beige. That stereotype is no longer relevant and needs to be challenged. Your culture, marketing and way of working don’t have to be stale and uninspiring. So go out there, get creative and think differently.
We need to start unstereotyping…
Unilever to use 'less sexist' ads Adverts showing women unable to resist the lure of chocolate, slaving in the kitchen and going giggly at the sight of a man will be no more if consumer goods giant Unilever has its way. The firm, behind more than 400 brands, has pledged to remove sexist stereotypes from its own ads and called on rivals to follow suit. He said the campaign, dubbed Unstereotype, was the culmination of two years of research. This uncovered some "extraordinary things", including that women were largely portrayed in a secondary or service role, with just 3% of ads featuring women in managerial or professional roles. Other findings revealed almost all women (90%) felt they were presented as sex symbols and almost a third (30%) said adverts showed women as perceived by a man.