Presentation of study results of Ukrainians' attitude to sexist advertising

On September 14th, 2021 results of the first of a kind in Ukraine study was presented in UNIAN.

The all-Ukrainian representative study was conducted among 2410 respondents from February till May 2021, as well as 3 experiments, one of which was based on eye-tracker technology.

More than a 1.000 listeners joined in and some participated in lively discussion during the online broadcast. Among the speakers were: Iryna Lylik, President of the Ukrainian Marketing Association and Representative of the Industrial Gender Committee on Advertising (IGCA); Olena Buchynska, head of the Kyiv regional branch of the Industrial Gender Committee on Advertising (IGCA) and a lecturer at KNEU; Oksana Yashkina, Professor of marketing at the State University "Odessa Polytechnic"; and Elena Davlikanova, project manager at the Friedrich Ebert Foundation Office in Ukraine.

The key results are as follows:

  • Sexist advertising does not help to remember the brand, and also distracts from the object of advertising. The brand name is remembered three times better when viewing non-discriminatory advertising.
  • Men and women alike have a negative attitude towards "excessive / aggressive objectification" and scenes of gender-based violence, which most consider unacceptable for advertising.
  • Although gender stereotypes are found in almost 50% of respondents, 70% of women and 57% of men are openly negative about the imposition of stereotypes in advertising.
  • Respondents often described examples of discriminatory advertising in three words: "stupid", "vulgar" and "degrading". Most respondents felt "disgust", "irritation", "shame" and "outrage".
  • There is a growing awareness of consumers about the harmful effects of sexism in advertising and, consequently, respondents noted that advertisements with sexist content weaken the desire to buy the advertised product. Many survey participants said that they were ready to refuse goods/services of the brand, which uses sexist advertising messages.

The research was conducted by the FES-Ukraine in partnership with ~ ing ] DIVISION and the Ukrainian Marketing Association with the support of the CBR company, Sayenko Kharenko law firm and Ukrainian Marketing Group.

The organizers express their sincere gratitude to all participants of the study, who openly spoke about their attitude to advertising and expectations from the work of advertisers.

The full text of the study is available here

Broadcast recording is available on Youtube-channel of UNIAN

Friedrich-Ebert-Stiftung
Ukraine & Belarus

wul. Puschkinska 34
01004 Kiew
Ukraine

Büro Ukraine:
+38 (044) 234 00 38
+38 (044) 451 40 31
mail(at)fes.kiev.ua

Büro Belarus:
+38 (044) 234 10 38
+38 (044) 234 10 39
belarus(at)fes.kiev.ua