Organizations can benefit from gender-responsive marketing and advertising as it allows for better representation of the consumer base.
Even though diversity in advertising is on the rise, organizations still struggle to portray different genders proportionally and realistically. In some countries, regulation of gender portrayal in advertising has been set in place. For example, in the UK, regulation states that advertisements must not depict women and men in gender-stereotypical roles; in France, the Advertising Industry Standards Body put in place a code to prevent any depictions of men and women that do not respect their dignity; other European countries such as Belgium, Finland, Ireland, Greece, and Hungary have similar regulations.4 In addition, organizations around the world are proactively working to break gender stereotypes. For instance, UN Women launched the Unstereotype Alliance to bring industry leaders together to take collective, urgent action in eliminating outdated stereotypes in advertising.