Kantar joins new UK chapter of advertising alliance launched by UN Women

17 August 2020

Coalition aims to fight gender-based stereotypes in the industry

Kantar has proudly joined a coalition of 28 leading UK advertisers, broadcasters and creative agencies to launch the Unstereotype Alliance UK National Chapter. Other members include Channel 4, Facebook, Sky, Sainsbury’s, Tesco, Unilever, Mars, Havas London, WPP, Lloyds Bank, Kellogg’s, The Co-Op, B&Q and Waitrose.

Convened by UN Women, the United Nations entity for women’s empowerment, the new advertising coalition sets out to tackle harmful stereotypes in UK advertising and media content. The initiative will focus on encouraging diverse, inclusive and non-stereotypical representations of marginalised groups, initially focusing on the experiences of women of colour.

Kantar is delighted to support this important initiative that will be pivotal in landing change within the UK championing the advertising industry to act as a force for good. This is a reconfirmation of Kantar’s commitment to gender equality, building on the What Women Want initiative that Kantar launched in 2018.

Bart Michels, UK Country Manager, Kantar said:

“Although the industry has made some progress in putting the building blocks in place to tackle stereotypes in marketing and advertising, the data shows progress is not fast or widespread enough yet. Recent events have demonstrated that the role of brands and advertisers in changing the narrative is becoming increasingly important. With media proliferation, technological targeting and content creation advancements, it is more important than ever that we tackle this in the UK in partnership as an industry, from the grassroots upwards. At Kantar we look forward to using our privileged expert position to enable this important cause here in the UK market.”

When asked what success of the UK National Chapter looks like, Bart said:

“Success will mean far greater visibility of the issues and challenges faced in tackling stereotypes consciously or unconsciously perpetuated by the UK marketing industry. It will also bring together key players in the UK to make real progress in developing and applying concrete industry standards and practical tools and support programmes across all UK marketing.”

Read this recent article in Marketing Week to learn more.

Follow @un_stereotype on Twitter.