Digital alcohol marketing reinforces harmful gender norms

Embargoed until: Publicly released: 2024-04-23 03:00

New Zealand; International

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A NZ-led research team found online alcohol marketing is not only highly gendered, but digital ads targeted towards women drew on a much wider range of both traditional and evolving gender norms than for men. For example, traditional stereotypes like pink products designed for “Instagrammability” were in full swing,  while more contemporary and feminist ideas were used to get women to consume traditionally masculine brands such as beer and whisky. One vodka company even ran a ‘Sex Responsibility’ campaign about gender inequality and domestic violence. Meanwhile, marketing targeted at men amplified ideas about heterosexuality, dominance over women, strength, being successful, assertive and independent.