There’s no need to address the power of marketing and advertising. It has a strong impact on popular culture and society. It influences what we wear, what we listen to, what we like. Point made. This also means that if companies and marketers really want to, they can be a powerful driver in changing people’s perceptions of society. The movement for the empowerment of women, for instance, has been growing to the point where we are now, thanks to the efforts and dedication of millions of women and men across the world. As sexism will no longer be tolerated in the public eye, the advertising and marketing industry is being closely observed by everyone. It came a time, when myself, as a marketer and a woman, couldn’t distinguish anymore if I disliked an ad because it offended me, or just by political correctness. I started questioning what was wrong in advertising addressed to women. Tiago has a very famous sentence he tells me every now and then: “To work in marketing, you’ll have to be able to put people into boxes.” I gave this a bit of thought and ended up more confused than I was before. I was confronted … Continue reading Marketing: Segmentation vs Stereotyping