By Jane Bainbridge

As part of its commitment to the #Unstereotype Alliance, the World Federation of Advertisers has launched a guide to help brands ensure their advertising shows progressive gender roles.

The Guide to Progressive Gender Portrayals in Advertising outlines the benefits of adopting a more progressive approach from a political and social perspective, as well as the business benefits for brands, particularly given the number of purchase decisions that are influenced or made by women.

It includes practical tips on how senior marketers can bring about change in their organisations, identifying key steps that brands should take to ensure their organisations avoid gender stereotypes in advertising, such as ensuring they have diverse teams both internally and at their external partners, tracking performance, identifying a clear purpose to celebrate diversity, thinking long-term and reaching out beyond the marketing department.

The guide was unveiled at the WFA’s Global Marketer Week in Tokyo and is part of the WFA’s commitment as a founding member of the #Unstereotype Alliance, which was launched by UN Women with the support of multiple global brands including Unilever, Procter and Gamble, Mars and Diageo.

Read full article here. 


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