By Lisa Salazar (@Lihsa)
A UK study, Elastic Generation: The Female Edit, offers some refreshing insight into a woman’s perspective on advertising.
Conducted by J Walter Thompson Intelligence, 248 UK women aged 53-72 were surveyed. For comparison, 276 UK men were surveyed, as well.
Marketing to women
Identifying this group of females as the “elastic generation”, the report comes to this pivotal conclusion:
The two words women choose to describe advertising aimed at them? ‘Patronising’ and ‘stereotyped’. As a result, 72% say they pay no heed to advertising. Nine out of ten say they would just like to be treated as a person, not a stereotype. Elastic Generation, p. 3.
I would surmise that this general feeling floats all the way across the pond.