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The Experience Brands Weekly #155

Gender stereotyping: parents think that brands need to step up.

In a recent survey conducted by Toluna for Campaign, where they surveyed 700 parents with children under 16, 77% thought that brands perpetuate stereotypes with the clothes, shoes and toys they sell for girls and boys. This summer, gender stereotyping has come to the top of the agenda within the industry with Clarks criticised for its “Dolly Babe” and “Leader” shoes for girls and boys respectively, and John Lewis recently grabbing headlines for removing gendered labels from its children’s clothing range. The ASA has also set new standards.

So, do brands and advertisers need to be doing more to tackle gender stereotyping? It seems parents think they do. 65% said that advertising has a responsibility to drive equality, and an even higher 78% thought that advertisers should seek to challenge gender stereotypes.  The time is coming for brands and the wider industry to tackle this issue. We not only need to avoid stereotyping, but actively call it out and challenge it.

As Jeffrey Lee argues in the Drum, “businesses which traffic in obsolete, alienating stereotypes will be penalised and lose customers. Reducing stereotypes gives business competitive advantage. Simple.” Brands need to make sure they are tackling gender stereotyping, or face serious backlash.

Other Bites:

The Foo Fighters Arms

To launch their new album the Foo Fighters are opening their own pub for one week only in London. Opening to the general public on Friday, the pub will serve Foo Fighters beers and play host to a range of events for fans to enjoy.




Marmite: The Marmite Gene Project

Love it or hate it, now you can find out whether its genetic. With a bespoke app that will measure customers’ enjoyment of Marmite by using facial recognition to detect supposed enjoyment levels as part of the ‘Just Try It’ proposition, and DNA kits you can buy, Marmite are driving fans and haters alike to give Marmite another try.




Nike: Custom trainers

Nike have launched a new in-store experience where you can design and buy custom trainers in 90 minutes. The new experience is called Nike by You and is launching in their New York store.