Table of Contents
Overview
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- What you need to know
Executive Summary
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- The market
- Age of motherhood continues to rise
- Breaking down gender stereotypes
- Healthy habits under pressure
- A matter of time
- The consumer
- Food and drink advertising of most interest
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- Figure 1: Interest in sector advertising, October 2018
- TV advertising holds most appeal
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- Figure 2: Appeal of advertising mediums, October 2018
- A call for more body sizes
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- Figure 3: Interest in diversity in advertising, October 2018
- A question of true diversity
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- Figure 4: Attitudes towards advertising, October 2018
- Make ’em laugh
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- Figure 5: Memorable elements in advertising campaigns, October 2018
- 16-24s indicate more encouraging behaviours around advertising
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- Figure 6: Behaviours around advertising in the last 6 months, October 2018
- A woman’s place is in the family
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- Figure 7: Positive representations of women in advertising, October 2018
- The universal issue of loneliness
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- Figure 8: Attitudes towards social stereotypes, October 2018
- Only the lonely
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- Figure 9: Comfort with discussing personal issues, October 2018
- Young women have most barriers to seeking help
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- Figure 10: Barriers to seeking mental health help, October 2018
- What we think
Issues and Insights
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- A future landscape shaped by social media
- The facts
- The implications
- The propagation of unhealthy ideals
- The facts
- The implications
- Creating connections in a digital world
- The facts
- Marketing to the ‘invisible’ older woman
- The facts
- The implications
The Market – What You Need to Know
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- Age of motherhood continues to rise
- Breaking down gender stereotypes
- Healthy habits under pressure
- A matter of time
Market Drivers
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- Baby boom subsides and age of motherhood rises
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- Figure 11: Number of live births and standardised^ mean age of mothers at birth of child, England and Wales, 2000-17
- Growth in population of women slows …
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- Figure 12: Trends in the age structure of the UK female population, 2013-23
- … as does growth in female employment
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- Figure 13: Employment and unemployment, by gender, 2013-23
- Breaking down gender stereotypes in the workplace
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- Figure 14: US Ad Council ‘She Can STEM’ campaign, September 2018
- Healthy habits fall by the wayside for working women
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- Figure 15: Activities employees struggle to find the time to do, all vs females by age, October 2017
- Working mums struggle to find time for housework
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- Figure 16: The Organised Mum Method, 2018
- Image-conscious young women and stress
- The healthy lifestyles of today’s women
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- Figure 17: Consumers’ perceptions of the healthiness of their habits (nets), August 2018
- Women in the media
- Gender stereotyping comes under fire
- #MeToo
- A question of ageing
The Consumer – What You Need to Know
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- Food and drink advertising of most interest
- TV advertising holds most appeal
- A call for more body sizes
- A question of true diversity
- Make ’em laugh
- 16-24s indicate more encouraging behaviours around advertising
- A woman’s place is in the family
- The universal issue of loneliness
- Only the lonely
- Young women have most barriers to seeking help
Interest in Sector Advertising
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- Food and drink of most interest
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- Figure 18: Interest in sector advertising, October 2018
- Advertising can raise awareness of health-focused reformulation
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- Figure 19: Lucozade Zero advert for Love Island, June 2018
- Aspirational sectors appeal to young women
- Fashion and beauty
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- Figure 20: Interest in selected areas of sector advertising, by age, October 2018
- Technology
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- Figure 21: Advert for the Samsung Galaxy S9/S9+ smartphone, February 2018
- Cosmetic procedures
- Financial services of lower interest
Appeal of Advertising Mediums
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- TV advertising holds most appeal
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- Figure 22: Appeal of advertising mediums, October 2018
- Half of young women drawn in by social media advertising …
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- Figure 23: Social media-friendly launches in the BPC sector, 2017-18
- … highlighting opportunities for more synergy between ad mediums
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- Figure 24: Missguided/Love Island app, August 2018
Interest in Diversity in Advertising
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- Catering to the more diverse consumer
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- Figure 25: Interest in diversity in advertising, October 2018
- A call for more body sizes
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- Figure 26: Navabi ‘Beach Body Ready 2018’ campaign, May 2018
- Retailers are responding to women’s calls for body diversity …
- … but some question whether this is the right approach
- Beauty, age and ethnicity
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- Figure 27: White Hot Hair’s new line up of models, January 2018
Attitudes towards Advertising
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- The rise and rise of feminism
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- Figure 28: Attitudes towards advertising, October 2018
- A question of true diversity
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- Figure 29: Tesco’s Twitter response to availability of halal turkey at Christmas, November 2017
- A call to action
Memorable Elements in Advertising Campaigns
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- Make ’em laugh
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- Figure 30: Memorable elements in advertising campaigns, October 2018
- Does humour beat sentiment?
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- Figure 31: Aldi and John Lewis Christmas advertising campaigns, November 2018
- Young women seek more from their ad campaigns
Behaviours around Advertising
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- Advertising lacks overall engagement …
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- Figure 32: Behaviours around advertising in the last 6 months, October 2018
- … but 16-24s indicate more encouraging behaviours
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- Figure 33: Behaviours around advertising in the last 6 months, by age, October 2018
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- Figure 34: Fenty Beauty Instagram, 2017
- Under-35s indicate interest in ethicality of brands
Positive Representations of Women in Advertising
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- A woman’s place is in the family
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- Figure 35: Positive representations of women in advertising, October 2018
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- Figure 36: Twitter reactions to BBC Christmas ‘Wonderland’ advert, December 2018
- Age shifts perceptions of positivity
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- Figure 37: Positive representations of women in advertising, by youngest and oldest demographics, October 2018
Attitudes towards Social Stereotypes
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- The universal issue of loneliness
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- Figure 38: Attitudes towards social stereotypes, October 2018
- Binge-drinking; an issue that spans ages
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- Figure 39: ‘Riding High’ spinning class sponsored by Heineken 0.0, September 2018
Comfort with Discussing Personal Matters
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- Only the lonely
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- Figure 40: Comfort with discussing personal matters, October 2018
Barriers to Seeking Mental Health Help
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- Young women have most barriers to seeking help
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- Figure 41: Barriers to seeking mental health help, October 2018
- Social media can be a force for good
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- Figure 42: Wisdo app, December 2018
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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