Facebook Releases New Report on the Benefits of Gender-Positive Messaging

I’m not sure how I feel about Facebook’s latest IQ Insights report into the benefits of gender equity-based messages for brands.

Titled “How Gender-Positive Ads Pay-Off”, the report incorporates the results of a survey of more than 1,500 people in the US, with researchers finding that people responded 8-10% more positively to brands that engaged in gender-positive advertising, among other things.

Which is a powerful message for sure, it clearly underlines the importance of promoting equality. But should that be for marketing purposes? Should you need such measures to ‘pay-off’ as inferred in the report title?

It’s safe to assume that Facebook’s message is not necessarily to promote equality as a means to boost your brand messaging, but more as a matter of principle – you’re unlikely to see backlash from consumers for doing so. But even so, shouldn’t this just be a given? It’s not really like a preference, like saying you like dogs or cats more - equality is something makes common, human sense. Yes, you should be looking to engage in gender-positive advertising, but more operatively, you should absolutely not be creating sexist ads.

In the further notes from the report, Facebook better illustrates its point –

“We compared [sentiment on] a selection of brands that engaged in gender-positive advertising in the past year - such as by celebrating female athleticism or encouraging girls to study math and science - to brands that were less vocal on the topic. Our analysis indicated that on average, Facebook posts about brands that shared gender-positive messaging were significantly more positive than those about brands that did so less or not at all”

This is a more operative point, that moving away from gender sterotypes of times past should be encouraged, but still, the implication that you should consider using the issue as a vehicle for promotion in itself feels a little off.

Nevertheless, the full report does underline some important themes and notes on equality, which Facebook closes out with this statement:
“Marketing doesn’t just reflect culture...

Read The Full Article


0 Comments Write your comment

    1. Loading...