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Nearly two thirds of women feel alienated by advertising according to JWT London research which seeks to retire gender stereotyping

The marketing is failing to keep up with the economic power and influence of women, according to JWT London’s ‘The New Female Tribes’ research which charts the global evolution of female categories to create a new narrative about women.

Asda's 2012 Crhristmas ad featured the stereotypical 'busy working mum'

According to the research 70 per cent of women still feel that advertising and marketing alienates them despite women increasingly wielding substantial economic power. Regular stereotypes such as the ‘busy working mum’ and the ‘singleton’ seem to suggest that women are only recognised by brands when in a traditional ‘submissive role’.

JWT planning head and author of the report, Rachel Pashley, explained: “It feels important to create a new language and narrative around women, because as a society we always remind her of her responsibilities and not her achievements- this holds women back. Personally I’d like to retire the term ‘Busy working mum’.

“Women are evolving, elevating their economic and political status and if we want to understand modern womanhood we need to accept that we can no longer define women in just one role and assume we know and understand her top-to-toe.”

The role of the research is to provide insight into the role of women, who currently control two thirds of the global $18.4 trillion consumer spend, rather than provide new stereotypes.