Are We Rewinding the Clock on Women in Advertising? A Troubling Trend Emerges
Recent data paints a concerning picture: after a period of progress, advertising is increasingly reverting to traditional gender roles. A new study by Kantar reveals a significant drop in the portrayal of women in non-traditional roles in TV commercials, raising questions about the future of inclusivity in marketing.
The Numbers Don’t Lie: A Halving of Progress
From 2024 to 2025, the percentage of adverts showcasing women in roles like tech professionals, athletes, or simply enjoying a night out plummeted from a modest, but growing, base to just 4%. This represents a 50% decrease. Simultaneously, the depiction of men in non-traditional roles also declined, albeit less dramatically, falling from 9% to 6%. This isn’t simply a static issue; it’s a reversal of momentum built over the past few years. The data, covering 1,400 televised adverts, suggests a worrying trend.
The John Lewis Case Study: A Symbol of the Shift?
The backlash against John Lewis’s 2025 Christmas advert, Where Love Lives, perfectly illustrates the issue. While the advert aimed for heartwarming sentiment, it drew criticism for depicting the mother primarily engaged in tidying, reinforcing a stereotypical domestic role while the father bonded with his son over music. John Lewis defended the ad, arguing it showed shared responsibility, but the perception of a traditional portrayal stuck. This highlights the power of visual storytelling and the importance of nuanced representation.
Beyond Domesticity: The Decline of Authoritative and Independent Women
The Kantar research goes beyond just identifying a return to domestic roles. It reveals a significant slump in the portrayal of women as authoritative figures (down from 13% to 3%) and independent individuals (from 27% to 22%). Conversely, the depiction of women as ‘caring’ figures increased, rising from 11% to 19%. This suggests a narrowing of the roles available to women in advertising narratives.
The Power of Positive Representation: Sales and Brand Loyalty
Despite the concerning trend, some brands are demonstrating the benefits of progressive representation. Kantar’s research shows that adverts with positive portrayals can boost short-term sales by up to 5% and long-term sales by a substantial 16%. Cadbury’s Memory advert, partnering with Alzheimer’s Research UK, and Amazon’s Joy Ride, featuring older women embracing adventure, are examples of campaigns that have been praised for their positive and inclusive messaging. Judi Dench leading a team of MoneySuperMarket ‘superheroes’ is another standout example.
Is Globalisation to Blame? The “Lowest Common Denominator” Effect
Katie Jackson, Chief Marketing Officer for Channel 4, suggests that the shift could be linked to the rise of global advertising campaigns. “Markets at different stages than the UK may think differently about their depiction of traditional gender roles,” she explains. The pressure to create campaigns that resonate across diverse cultures may lead advertisers to opt for safer, more universally understood (and often more stereotypical) portrayals. This “lowest common denominator” approach risks sacrificing inclusivity for perceived global appeal.
A Cultural Reflection? Advertising as a Mirror
Jackson also posits that advertising both reflects and shapes culture. The retreat towards traditional roles in advertising could mirror a broader societal shift, a “retreat back into a more chest-beating” era. However, this raises a crucial question: should advertising simply reflect society, or should it actively challenge and reshape harmful stereotypes?
Recent Channel 4 research indicates a surprising level of parity in familial roles across genders, but highlights a continued disparity in leisure activities, with men more frequently depicted enjoying fun experiences while women are more often shown performing household tasks. This subtle difference reinforces existing societal expectations.
Looking Ahead: What Does the Future Hold?
The current trend is not inevitable. Several factors could drive a renewed focus on inclusive representation. Increased consumer awareness, pressure from advocacy groups, and the demonstrable business benefits of progressive advertising all play a role. However, sustained effort and a commitment to challenging ingrained biases are crucial.
The Rise of Authenticity and Purpose-Driven Marketing
Consumers, particularly younger generations, are increasingly demanding authenticity and purpose from the brands they support. Advertisements that feel contrived or reinforce harmful stereotypes are likely to be met with criticism and boycotts. Brands that genuinely embrace diversity and inclusivity will be rewarded with increased loyalty and positive brand perception.
The Role of AI and Data Analytics
Ironically, while some fear AI could exacerbate existing biases, it also presents an opportunity to identify and address them. AI-powered tools can analyze advertising content for gender stereotypes and provide insights into how to create more inclusive campaigns. Data analytics can also help advertisers understand how different representations resonate with diverse audiences.
FAQ: Addressing Common Concerns
- Is this trend permanent? Not necessarily. Consumer pressure and the business benefits of inclusivity could drive a reversal.
- Does inclusive advertising actually increase sales? Yes, Kantar’s research shows a clear correlation between positive portrayals and sales growth.
- What can brands do to improve? Focus on portraying women with agency, authority, and a diverse range of interests. Avoid reinforcing stereotypes.
- Is this issue limited to the UK? No, it’s a global trend, although the severity may vary by region.
Did you know? Advertisements have a powerful influence on societal perceptions of gender roles. Responsible advertising can contribute to a more equitable and inclusive society.
What are your thoughts on the recent shift in advertising representation? Share your opinions in the comments below and explore our other articles on marketing and advertising trends for more insights.
