Breaking Stereotypes, Building Brands: The Power of Gender Inclusive Advertising in the FMCG Sector
Abstract/Description
The research was conducted to evaluate the role of Gender inclusive advertising in breaking stereotypes and building brands in the FMCG sector in Pakistan. The study was qualitative with an Interpretative approach. The research explored various themes of gender-inclusive advertising and its effect on brand Loyalty, brand image and consumer loyalty, and societal perceptions, particularly in the FMCG sector. The sample size was 10, and they have extensive experience in this sector. The study reveals that brands increasingly face both opportunities and challenges when engaging with gender-inclusive advertising and changing people's perceptions, along with building consumer loyalty in the long run. There are various stereotypes related to the inclusion of gender in advertising, and roles are critical in FMCG marketing. Marketers gain their feedback and response over Gender-inclusive advertising plays a significant role in shaping brand image by breaking traditional gender roles that have a long impact on consumers' decisions in brand selection. Change in demographics brings various challenges, like urban consumers tend to be more receptive to progressive depictions of gender roles. Thus, brands to balance inclusivity with cultural sensitivity in more conservative rural markets by being socially responsible. The role of digital media is instrumental in the shift toward gender-inclusive advertising; its ability to target specific audiences and collect real-time feedback allows for a tailored approach to inclusivity, which is important for diverse consumer segments. Conservative audiences and potential regulatory and ethical challenges must be carefully considered, considering the brand and consumer authority towards advertising and creating customer perceptions.
Keywords
Stereotypes Gender Inclusive, Advertising, FMCG Sector, Building brands
Track
Marketing
Session Number/Theme
Marketing - Session II
Start Date/Time
13-6-2025 2:15 PM
End Date/Time
13-6-2025 3:55 PM
Location
MCC – 15 AMAN CED Building
Recommended Citation
Zaidi, E., & Siddiqui, A. A. (2025). Breaking Stereotypes, Building Brands: The Power of Gender Inclusive Advertising in the FMCG Sector. IBA SBS 4th International Conference 2025. Retrieved from https://ir.iba.edu.pk/sbsic/2025/program/23
COinS
Breaking Stereotypes, Building Brands: The Power of Gender Inclusive Advertising in the FMCG Sector
MCC – 15 AMAN CED Building
The research was conducted to evaluate the role of Gender inclusive advertising in breaking stereotypes and building brands in the FMCG sector in Pakistan. The study was qualitative with an Interpretative approach. The research explored various themes of gender-inclusive advertising and its effect on brand Loyalty, brand image and consumer loyalty, and societal perceptions, particularly in the FMCG sector. The sample size was 10, and they have extensive experience in this sector. The study reveals that brands increasingly face both opportunities and challenges when engaging with gender-inclusive advertising and changing people's perceptions, along with building consumer loyalty in the long run. There are various stereotypes related to the inclusion of gender in advertising, and roles are critical in FMCG marketing. Marketers gain their feedback and response over Gender-inclusive advertising plays a significant role in shaping brand image by breaking traditional gender roles that have a long impact on consumers' decisions in brand selection. Change in demographics brings various challenges, like urban consumers tend to be more receptive to progressive depictions of gender roles. Thus, brands to balance inclusivity with cultural sensitivity in more conservative rural markets by being socially responsible. The role of digital media is instrumental in the shift toward gender-inclusive advertising; its ability to target specific audiences and collect real-time feedback allows for a tailored approach to inclusivity, which is important for diverse consumer segments. Conservative audiences and potential regulatory and ethical challenges must be carefully considered, considering the brand and consumer authority towards advertising and creating customer perceptions.
