15 Gender Stereotypes Young Women Wish Advertisers Would Stop Using

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Wondering how to reach Millennial & Gen Z females today? We asked 13-35-year-olds all about gender stereotypes...

In the past few years, the growing feminist movement has reached mass acceptance among Millennials and Gen Z: 63% of 18-34-year-old women call themselves feminists, according to the Washington Post, and in the wake of #MeToo, the movement is only getting stronger. Many 13-35-year-old females want to change the representation and perception of women, and there are implications for brands. Mainly, young consumers are putting pressure on brands to make their marketing less “girly” and more gender-neutral. Just last week, a Twitter storm hit PepsiCo when their C.E.O divulged the details behind their plans to create chips more suited for women in an episode of Freakonomics Radio. “Lady Doritos” started to trend on social media soon after, with many women sarcastically pointing out that instead of equal pay or an end to sex discrimination, they were getting their own chips.

Despite Doritos calling the reports “inaccurate,” the swift backlash just goes to show that Gen Z and Millennial females are fed up with gender profiling and want brands to do better. The Genreless Generation is demanding that more brands embrace the gender blur, with nearly eight in ten 13-33-year-olds saying it’s ok for girls to be masculine and for guys to be feminine and over half of 13-35-year-olds recently telling us that brands shouldn’t consider gender at all when targeting messages. 

To get a better sense of exactly what tropes they wish would disappear, we asked 13-35-year-old females, “What is one stereotype about your gender you wish advertisers would stop using?”* Here are their top 15 answers:

*These were open-end response questions to allow us to capture the full range of gender stereotypes…

 
 

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The Newsfeed

Quote of the Day: “[Animal Crossing Pocket Camp is] free to play, but it's loaded with a lot of content. It's super cute and relaxing.”—Female, 32, IL

PepsiCo needs to think small to compete with indie brands. Their new unit, The Hive, will be “a small entrepreneurial sort of agile group” to foster smaller brands and create new brands based on emerging trends. Unsurprisingly, The Hive is a response to consumers (ahem, Millennials) who are “demanding” healthier products and championing smaller labels. We continue to see big brands adopt startups, and startup thinking, as they navigate today’s competitive landscape. (Fortune)

Millennials and Gen Z are going to “extreme lengths” to share streaming passwords—and major platforms are losing millions. Magid research indicates that 35% of 21-35-year-olds and 42% of those younger than 21 share streaming service passwords, compared to 19% of Gen Xers and 13% of Boomers. One particularly amusing anecdote: the 20-something who uses the HBO Go login of a one-night stand from 2013. Though Netflix and HBO have both said that password sharing isn’t a problem, there’s no denying they are losing out on revenue—Hulu stakeholders estimated a loss of $1.5 billion yearly. (CNBC)

Wikipedia-branded streetwear has sold out. The site teamed up with LA streetwear brand Advisory Board Crystals for a “surprising” collaboration, and the resulting long sleeved tee emblazoned with “Internet Master” and Wikipedia’s puzzle logo was a success. All proceeds from sales were pledged to the Wikipedia Foundation, and the store is planning to restock “to make as large of a contribution as possible.” According to Ypulse Brandoms research, 60% of 13-35-year-olds say logos are back in style. (MashableThe Verge)

Fitbit’s new tracker is about more than just fitness. Though their smartwatch business is growing significantly faster than trackers, the brand “hasn’t given up” on their roots—and their newest model offers a range of features for wellness-focused users. While it, of course, tracks exercise and calorie burning, it also has built-in meditation, sleep tracking, and female health tracking. Since 96% of 18-34-year-olds tell Ypulse that taking care of their mental health is just as important as taking care of physical health, thinking beyond workouts could be a wise move. (Business Insider)

Amazon wants to steal away YouTube creators to bolster their own platform, Twitch. They’re reportedly offering multi-million dollar deals to influencers ranging from Gigi Gorgeous to Will Smith, hoping their large followings will follow them off of YouTube. So far, Twitch has 15 million daily users compared to YouTube’s 1.9 billion but Twitch’s SVP promises “a steady drumbeat of lots of new content.” They’re also reportedly looking to double their ad revenue in the next year, and their foothold on video games like Fortnite is sure to help. (Bloomberg)

Quote of the Day: "I love travel and finding the best deals on airfare. Hopper really helps me do that, in a simple format.”—Female, 22, FL

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