Die Anziehungskräfte zwischen Mann und Frau bestimmen weite Teile des Lebens – und das Leben selbst. Die Werbung in Deutschland setzt intensiv auf diese Attraktion, vor allem zwischen ‚typischen‘ Männern und Frauen. Die große Bandbreite, die das Leben jenseits der starren Genderrollen bereithält, zeigen gleich vier aktuelle TV Spots, u.a. von Vodafone und Allianz.
Mit sexistisch dargestellten Frauen will Müller Milch derzeit den Absatz seiner Weihnachtsedition (!) ankurbeln. Die verfehlten Motive lösten einen Shitstorm (u. a. #ichkaufdasnicht) aus, der vor allem die Wahl einer farbigen Dame auf der Schokomilch (!) anprangert. Das bayerische Unternehmen versteht die Aufregung nicht.
Marketers keep on telling us that they need sensational images and slogans to grab consumers’ attention. Fashion giant DIESEL shows that it is also possible to choose an approach that does not stereotype men or women. And they are explicit about the ‘gender neutral’ strategy.
Diversity marketing for different generations starts with analysing their specific needs and expectations and adapting your propositions accordingly. BSRIA, a non-for-profit organisation for the construction and building services industry, has now issued a White Paper on ‘Products and Systems for Generation Z in Reduced Carbon Buildings’, specifically discussing: what products and systems will be used […]
Usually museum exhibitions have one thing in common: they show things from the past and hence talking about recent or distant history. The concept of Diversity & Inclusion is certainly not ‘old enough’ to be placed in a museum. Yet, starting from October 2nd 2015, results of a diversity media study forms part of an […]
Der Automobilhersteller VW zeigt in einer Marketing-Kampagne für den neuen Sharan unter dem Motto „Familien wissen, warum“ typische Alltagssituationen von Eltern von Heranwachsenden. Das Besondere: gezeigt wird unter anderem auch eine Regebogenfamilie; zwei Väter mit ihrer pubertierenden Tochter. Während schwule und lesbische Paare nichts Neues mehr in der deutschen Werbewelt sind und sogar traditionelle Familienunternehmen […]
Research continues to reveal that the biggest challenge for different generations in working together is communication. Not only that language evolves quickly, also the visual items used are changing dramatically from one cohort to the next. A powerful web-based tool now offers everyone the possibility to create hipster-compatible icons and slogans that will resonate with […]
When I first heard about the title of Gloria Moss’s latest book, „Why men like straight lines and women like polka dots“, I was enthused in hoping for additional support in navigating the minefield of ‘real’, i.e. natural, gender differences and ‘constructed’, i.e. nurtured, gender stereotypes. While the book offers a phenomenal compilation of studies […]
If you thought, a traditional, family-owned company could, at best, take small steps towards a modern, Diversity-oriented image, look at a the German Brandt brand, a National leader in bakery goods. Their latest commercial campaign builds upon the conservative look to which they add contemporary themes from society to relate more closely to their consumers.
As a new milestone in the history of the Business Case for Diversity, this 3rd edition of the unique global research report summarises 195 carefully selected studies (60 more than the previous 2012 edition) substantiating the value-added from Diversity & Inclusion.
