The primary job of advertising is to market products and services, but, along the way, it also creates important cultural messaging that influences society. GenderNext“GenderNext”, a ground-breaking research study undertaken by the Advertising Standards Council of India (ASCI), jointly with Future Brands, attempts to answer this question. This conclusion may hurt some egos in the marketing and advertising fraternity, since many of us think that we are progressive in our mindsets. An eye-opener for the industry, the report makes a powerful point that advertising still has a long way to go in becoming truly gender responsible and progressive. First, particularly for mainstream advertising, there is the challenge of developing progressive advertising depictions that work well across a nation as diverse as India, with our many different demographies and mindsets.

Source: The Hindu November 14, 2021 20:30 UTC