Fresh insights into consumer views on gender equality

Renowned ad agency J. Walter Thompson has today put out a press release highlighting how it has collaborated with us at Kantar Media to better understand how society feels about notions of gender equality.

With frequent reports in the media highlighting the importance of this issue and opinions on gender equality emblematic of a host of other sincerely held values that makes consumers ‘tick’, J. Walter Thompson worked with us to introduce new attitudinal measures on to the TGI study. The statements introduced are:

  • Women are just as capable as men at being leaders
  • It’s perfectly acceptable for men to be stay at home parents these days
  • I think men and women are given equal opportunities

The first results indicate a broad consensus within society towards a progressive and positive view on gender roles. However, most people also believe there is some way to go to achieve full equality between the sexes.

To read coverage of this release in Campaignplease click here.