According to the latest Consumer Insights report from Empathy Research, almost two-thirds (62%) of females say that they find some ads that claim to be aimed at women to be patronising.
Breaking this down by age, marginally more females aged under 25 are of this opinion compared to older age groups; 18-24 (69%) vs. 25-34 (61%), 35-44 (58%), 45-54 (63%) and 55+ (60%).
Elsewhere, just under a quarter of people (24%) believe that brands don't do enough to market to men. The survey also found that one in ten (11%) believe this to be the case when it comes to women.
Looking at this by gender, marginally more females (13% vs. 9% males) were of the opinion brands don’t do enough to market to women, while more males (26%) indicated brands could do more to market to men than females (22%).
Interestingly, a tenth (12%) of Irish adults think that marketing should be more male-focused than female-focused while 8% believe the opposite is true.
Marginally more males (15%) vs. 10% females) are of the opinion that marketing should be more male focused, but when it comes to marketing to females, respondents appear to be of equal agreement (8% males vs. 9% females).
Click here for more information from Empathy Research.
© 2016 - Checkout Magazine by Niall Swan
