AdReaction: Some Marketers Moving Away From Dated Gender Targeting

Marketers are starting to move away from outdated gender-based strategies – such as exclusively targeting household cleaning products at women, or entirely overlooking men who buy diapers – but many categories have not changed at all, according to Kantar’s latest AdReaction study.

In this exclusive interview with Wall Street Journal, Duncan Southgate discusses why changing consumer behaviour is forcing marketers to rethink gender targeting, and how broader industry initiatives are spurring change.