Since Selfridges in London first flew the suffragists’ flag from its rooftop, gender has been on the marketing agenda. One hundred years later, gender issues are at the heart of the role brands play in society and are central to how brands engage with their customers. Brand owners need to get gender right; to build loyal audiences and so secure growth. The gender lens refocuses how brands express their purpose, how they evolve products and services, how they choose to communicate, what they want their customers to feel and do, and what they should expect from their agencies.
At Cannes Lions this year, Kantar will present its best insights from around the world to give marketers a holistic and actionable view of gender topics. Kantar’s What Women Want? explores women’s inner motivations; their views on the advertising that targets them; and brings to life cultural conversations today that will inspire women tomorrow.
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