61% think mums are depicted in clichéd ways in advertising and 50% agree that most advertising reinforces gender stereotypes.

 

 

With International Women’s Day coming up on the 8^th of March, iReach has surveyed adults in Ireland on opinions on gender representation in the media and advertising and brands doing a good job of representing women accurately. The nationwide survey ran between 21^st and 28^th of January and received over 1,000 responses from adults on a nationally representative basis by Age, Gender and Region.

 

 

·       Only 24% of all adults agree that women and girls are portrayed accurately in the media and advertising.

 

·       Over half (51%) agree that advertising has gotten better in how it depicts women and 29% think that the portrayal of men in advertising has become worse.

 

·       64% agree that advertisers have recognised that women are now equally important in purchasing decisions beyond just food.

 

·       61% think mums are depicted in clichéd ways in advertising and 50% agree that most advertising reinforces gender stereotypes.

 

 

For more statistics you can visit us at our blog: https://ireachhq.com/blog

 

About iReach Insights

 

iReach Insights provides a range of research and market intelligence services in Ireland and Europe. iReach has built a Consumer Decisions Research Panel of 40,000 members in Ireland, delivering robust research insights. The survey questions were included in the Nationally Representative iReach Consumer Decisions Omnibus run between the 21^st and the 28^th of January 2021 and has a 2.5% Confidence Interval and 95% Confidence Level.

 

Questions asked of participants:

1.     Please state your level of agreement with the following statements relating to gender representations in media and advertising:

a.     Women and girls are portrayed accurately in the media and advertising

b.     Most advertising reinforces gender stereotypes

c.     Advertising has got better in how it depicts women

d.     Mums are depicted in clichéd ways in advertising

e.     The portrayal of men in advertising has become worse

f.       Advertisers have recognised that women are now equally important in purchasing decisions beyond just food

 

 

 

 

iReach Insights Limited – Temple Hall, Temple Road, Blackrock, CO. Dublin, IRELAND.

iReach Managing Director: Oisin Byrne
T: 086 850 6364 or email: oisin.byrne@ireachhq.com