{"id":50716,"date":"2022-11-10T17:02:08","date_gmt":"2022-11-10T16:02:08","guid":{"rendered":"https:\/\/pharma-trend.com\/en\/wpp-and-seeher-release-health-on-her-terms-new-research-reveals-significant-gaps-and-continued-gender-bias-in-marketing-advertising-and-media-portraying-women-and-their-health\/"},"modified":"2022-11-10T17:02:08","modified_gmt":"2022-11-10T16:02:08","slug":"wpp-and-seeher-release-health-on-her-terms-new-research-reveals-significant-gaps-and-continued-gender-bias-in-marketing-advertising-and-media-portraying-women-and-their-health","status":"publish","type":"post","link":"https:\/\/pharma-trend.com\/en\/wpp-and-seeher-release-health-on-her-terms-new-research-reveals-significant-gaps-and-continued-gender-bias-in-marketing-advertising-and-media-portraying-women-and-their-health\/","title":{"rendered":"WPP and SeeHer Release \u2018Health On Her Terms\u2019 — New Research Reveals Significant Gaps and Continued Gender Bias in Marketing, Advertising and Media Portraying Women and their Health"},"content":{"rendered":"
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\nNearly half of women believe that media and advertising shy away from women\u2019s health issues <\/i>\n<\/p>\n

\n45% of all BIWOC (Black, Indigenous, Women of Color) want to see more representation of race\/ethnicity in health communications<\/i>\n<\/p>\n

\nWomen are not seeking out information about their reproductive health from healthcare professionals, media or peers due to enduring taboos (less than 25%)<\/i>\n<\/p>\n

\n52% of women report miscarriages as not portrayed or portrayed negatively and 53% share that periods are not represented in marketing and advertising<\/i>\n<\/p>\n

\nLess than 50% of women, specifically moms, feel that mental health is well represented, and that number goes down among Gen Z women and non-binary women <\/i>\n<\/p>\n

\n52% of women say depictions of weight are unrealistic <\/i>\n<\/p>\n

NEW YORK–(BUSINESS WIRE)–WPP<\/a> (NYSE: WPP) has partnered with SeeHer<\/a>, the leading global movement to accurately portray women in marketing, advertising, media and entertainment, to unveil \u201cHealth On Her Terms (HOHT)<\/a>.\u201d Released today, the new research study reveals critical gaps and opportunities focused on women and people who identify as women across reproductive care, weight diversity and mental health.\n<\/p>\n

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\nWomen handle more than 80% of healthcare spending decisions in the U.S., and they make up 65% of the workforce in the healthcare industry.[1] Yet for all the progress made in gender equality over the years, there are serious disparities and issues in the way women\u2019s health is portrayed in media, and women and other marginalized genders are not framed as a primary audience in health marketing. Women say that they\u2019re likely to be loyal to brands who tackle entrenched and pervasive taboos in media\u2014and speak to them authentically and with dignity.\n<\/p>\n

\nLindsay Pattison, Chief Client Officer of WPP, said: <\/b>\u201cAdvertisers tend to flatten womanhood and our health needs into a demographic box. But women’s health is far more dynamic and nuanced than how it\u2019s currently presented in the media. Our industry has a responsibility to transform how women are portrayed and provide more multifaceted representation and prioritize showing women\u2019s mental health more authentically, weight more realistically and reproductive health more inclusively.\u201d\n<\/p>\n

\nCassandra Sinclair, President, Grey Health and Wellness, said: <\/b>\u201cThis groundbreaking study shows that we as marketers in health and wellness must do a better job listening to the needs of women and connecting with them on their terms and their personal health needs. Women want brands to be vulnerable, brave, and real. They want brands to understand that their health is personal and connecting with them must be more inclusive of the realities of their lives.\u201d\n<\/p>\n

\nRachel Lowenstein, Global Head of Inclusive Innovation, Mindshare, said:<\/b> \u201cThe state of women\u2019s health and bodily autonomy, including healthcare for trans and non-binary communities, is in a tenuous place. Media and communications play a significant role in the pervasive taboos on topics like reproductive care, mental health, and more. But it doesn\u2019t have to be that way. Brands have an opportunity to affect change and give women and marginalized genders the more nuanced, diverse, honest representation that they deserve. In doing so, they can earn this audience\u2019s loyalty while driving positive change in the world around us.\u201d\n<\/p>\n

\nChristine Guilfoyle, Executive Vice President, SeeHer, Association of National Advertisers, said: \u201c<\/b>We\u2019re so proud to partner with WPP on this important study. The insight clearly demonstrates that consumers want content reflecting women in their multiplicity, with diverse needs and experiences, rather than monolithic storytelling. When it comes to depictions of women’s health and wellness, there is much work to be done. With this study, we are launching a new vertical, SeeHer Health, to accurately represent women’s health and wellness-related issues across marketing, media, and entertainment.\u201d\n<\/p>\n

\nWPP agencies Grey and Mindshare partnered to uncover and analyze prevalent themes on the reality of women\u2019s health in today\u2019s environment, how women\u2019s health is being depicted in media today, and how brands can modify efforts to better represent and transform the support of her health needs. Top themes that emerged include:\n<\/p>\n