{"id":1489,"date":"2016-05-17T12:02:18","date_gmt":"2016-05-17T16:02:18","guid":{"rendered":"http:\/\/www.acaweb.ca\/en\/?p=1489"},"modified":"2017-11-03T12:53:52","modified_gmt":"2017-11-03T16:53:52","slug":"how-canadian-consumers-feel-about-sexism-in-advertising","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2016\/how-canadian-consumers-feel-about-sexism-in-advertising\/","title":{"rendered":"How Canadian Consumers Feel About Sexism In Advertising"},"content":{"rendered":"
\"David
David Herle from The Gandalf Group presents the findings from Advertising Standards Canada\u2019s \u201c2016 Consumer Perspectives on Advertising\u201d report.<\/figcaption><\/figure>\n

Marketers who sign off on sexist ads not only run the risk of annoying and angering consumers, but of missing sales targets too, according to new research from Advertising Standards Canada.<\/p>\n

According to the 2016 Consumer Perspectives On Advertising report, 67% of Canadians say they are less likely to buy a product from an advertiser behind a sexist ad. Only 27% say there is no impact on their purchase behaviour.<\/p>\n

\"What<\/p>\n

\u201cThe research clearly tells us that sexist advertising bothers some Canadians,\u201d said Peter White, SVP Operations at Advertising Standards Canada. \u201cThis is important information for advertisers to consider in developing new campaigns.\u201d<\/p>\n

White professed surprise that, according to the study conducted by The Gandalf Group, the majority of Canadians feel only annoyed (46%) or resigned (15%) after seeing a sexist ad, rather than angry\/outraged (9%). However, it\u2019s clear that portraying sexism in ads can hurt the bottom line \u2013 particularly among women, 77% of which said they are less likely to buy a product from a brand behind sexist ads.<\/p>\n

With 44% of respondents saying they find today\u2019s ads less sexist compared with 10 years ago, it appears strides are being made by the ad industry. But there certainly is a perception among Canadian consumers that sexism is prevalent in the ads they see \u2013 63% believe that at least some Canadian advertising is sexist toward women, while 40% believe that some advertising is sexist toward men.<\/p>\n

\"fairads\"<\/p>\n

\u201cThe real nugget is that advertisers can change the narrative if they choose to do so,\u201d White said. \u201cThere\u2019s an opportunity to better reflect society.\u201d<\/p>\n

Other takeaways from the report:<\/p>\n