Negative male stereotypes in advertisements cause permanent damage
The majority (64%) of UK men aged 18 to 34 believe that negative male representation in advertising does real psychological harm.
Younger men do not associate with traditional male stereotypes like “always strong” or “a boy”. 46% of those under 35 say these stereotypes are harmful and dangerous.
The most offensive stereotypes are those portraying men as promiscuous: 91% consider it harmful to be seen as “mean to women” while 79% consider the same to be “sexually obsessed”.
Just under half (44%) of young men believe that brands should show all male body types, 59% feel obliged to look a certain way. Eight in ten younger men (80%) think brands and advertising should try to convey a more positive impression of men’s mental health.
Three quarters (75%) say that social media makes maintaining mental health difficult.
Older marketers get less training
There is a massive age gap between UK marketers when it comes to continuing education, with the majority of marketers over 55 having received no education in the past two years.
As the marketers age, the level of education they receive decreases. 44% of the 45 to 54 year olds, 62% of the 55 to 64 year olds and 74% of the over 65 year olds do not receive any training compared to only 7% of the 16 to 24 year olds.
This lack of training persists despite the fact that 71% of marketers recognize that younger people are ahead of older generations when it comes to digital skills.
Almost two-thirds (63%) of marketers say the pace of marketing shift is faster than ever. Almost the same number (62%) indicates that marketing skills have changed completely in the past 10 years.
Just under half (44%) say it is difficult to keep up with the changing demands of marketing.
The same number (44%) believe marketers without formal training could pose a risk to their businesses.
Source: Chartered Institute of Marketing
The main barriers to marketing transformation
C-suite support, freedom of choice, and investment in training are the main obstacles to a successful marketing transformation.
The degree of transformation varies greatly from company to company: 37% “are about to start the journey”, 32% “are making good progress” and 22% are “making good progress”.
Half of companies in advanced stages of transformation say they have active support from the C-Suite, compared to just 4% of companies in the early stages.
When executive teams see marketing as a proven growth driver, transformation accelerates. This was seen in 43% of advanced companies but only in 15% of early-stage companies.
Around a third of advanced companies say they invest heavily in the training and development required for successful transformation. The rate is 4% for early-stage companies and 6% for mature companies.
Half of the advanced organizations say they have given their teams significant / complete freedom compared to 13% of the early-stage companies, while 82% of the advanced organizations define a clear plan, versus 25% in the early-stage.
Brits spend an extra day online every month
People in the UK spend an extra hour online every day. Due to various blocking measures, the daily online time will increase from five hours 28 minutes last year to six hours 26 minutes in 2021. This means that Brits spend an entire day more per month on the Internet than a year ago.
People’s use of social media increased only marginally from an hour 42 minutes ago to an hour 49 minutes today. YouTube, Facebook and WhatsApp are the UK’s most popular social platforms for internet users aged 16 to 64.
When searching for brand information, traditional search engines still dominate (98%), but voice searches (31%) and social media (28%) are increasing.
The three most downloaded apps of the past year are Zoom, TikTok, and the NHS’s Covid-19 app.
Source: We’re Social / Hootsuite
Young people are calling for more corporate regulation for climate change
Millennials and Gen Z are calling on the government to step up regulation of businesses to tackle climate change.
Two-thirds (67%) say leaders are critical to tackling climate change, but less than a quarter (24%) think companies are doing enough.
Over half (56%) of young people hope for positive change at the United Nations Climate Change Conference (COP26), which will be held in Glasgow in November. Three-fifths (60%) believe that increasing corporate regulation should be a priority for the summit.
Now, two-thirds (67%) of Millennials and Gen Z want governments to commit to more ambitious targets for countries to reduce emissions.
Millennials (45%) are more likely than Gen Z (39%) to support regulations that make individuals pay for their own carbon emissions. Millennials are more likely than Gen Z to want higher taxes on flying (47% vs 41%) and meat restrictions (40% vs 36%).
The majority of young people (68%) are also in favor of a total ban on plastic.