Just last week you may remember M&C Saatchi’s TJ Tindall saying all this natter about diversity is boring. He’s not wrong but like a puffer fish who’d eaten one too many starchy crabs, he was bloated with toxic reasoning.
Talking about diversity is boring; doing challenging, innovative work around gender and thereby increasing your brand engagement and bottom line is far more exciting. In fact, you could suggest it may be the remedy to reinvigorate an industry that in Tindall’s words is “toothless, gutless and increasingly anodyne.”
Gender can be used as much more than a filter to create better connect with the financially empowered female audience; it can also be a valuable tool to create resonance with a male audience too. And there are brands out there doing just that; proving they are full of guts and teeth.
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