Femvertising or advertising that celebrates women with feel-good messages encouraging empowerment, confidence, and self-esteem, is missing the mark with 61 percent of American women, especially those in Gen Z.
According to Kantar’s recent study, 74 percent of Gen Z women believe advertising directed at them is “completely out of touch” with them and their needs. Women have much more confident and assertive attitudes than in years past. Think of the winning female U.S. World Cup team—that’s who women connect to today, according to the research.
Now that 67 percent of women ages 16 and older say they’re in touch with their masculine side, up from 55 percent in 2014, it’s time to shift. Give women messages of equality, respect, freedom from harassment, and the power that men assume and feel they deserve, and you’ve got their attention.
from Industry Stats https://ift.tt/2ZFe9Wi
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