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JWT Teams with Kantar Media to Better Understand Gender Diversity

Trends and Insight 241 Add to collection

Partnership identifies exactly what the views of British consumers are on equality between the sexes

JWT Teams with Kantar Media to Better Understand Gender Diversity

With ‘traditional’ gender roles in a state of rapid flux today, it is more important than ever to understand clearly what society as a whole feels about notions of gender equality.

J. Walter Thompson and media intelligence specialists Kantar Media were keen to identify exactly what the views of British consumers are on equality between the sexes and how these views vary by type of person. 

In the past few days there have been a number of stories in the media highlighting the topicality and importance of this issue. One study from the Creative Industries Federation revealed only a quarter of senior management roles in marketing and advertising are filled by women and another report from J.Walter Thompson showed 24% of people in the UK believe advertising is more sexist today than in the past.

To help achieve an enhanced understanding of consumer views on equality, J. Walter Thompson and Kantar Media collaborated to introduce new attitudinal measures on to Kantar Media’s TGI study, which provides in-depth insights into all kinds of consumer behaviour. These new attitude statements are:

1. “Women are just as capable as men at being leaders”

2. “It’s perfectly acceptable for men to be stay at home parents these days”

3. “I think men and women are given equal opportunities”


Opinions on gender equality can be emblematic of a whole host of other sincerely held values that make consumers ‘tick’ and knowledge of these is invaluable for evaluating the best way to communicate with target groups of consumers.

Results from the new measures reveal that an overwhelming 84% of British adults believe that women are just as capable as men at being leaders and 73% believe that it is perfectly acceptable for men to be stay at home parents these days. There is clearly a broad consensus within society towards a progressive and positive view on gender roles. 

What is particularly interesting is that the TGI figures also reveal that only 34% of adults believe that men and women are given equal opportunities, indicating most people would agree there is still plenty of work to be done to achieve full equality.

Rachel Pashley, Group Board Planning Director at TeamLifeJWT, said: “Working with Kantar Media we wanted to be absolutely sure we were able to track how attitudes of the populace reflected women’s changing role in society, gender roles, and the progress made.”

James Whitehead, Executive Partner at J. Walter Thompson, said: “We are in an age of rapidly shifting gender norms for both men and women. Neither are expected to conform to rigid expectations, so how are we expected to be able to speak to them effectively without significantly widening our knowledge base with the most up-to-date research.” 

Richard Keogh, Head of TGI UK, Kantar Media, said: “We have been pleased to work with J. Walter Thompson to create and add these new attitudinal measures to our Kantar Media TGI study. They provide key players across the media industry with a more discriminatory means of identifying and communicating with their key consumer targets and ultimately improve campaign efficiency”.

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Wunderman Thompson London, Fri, 09 Oct 2015 10:11:59 GMT