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Ads Fail with Asian Women
Advertisers in Asia are failing to communicate and engage with today's smart, independent women, according to recent research from Research International, based on interviews with women in India, China, Thailand and Singapore.
The study, 'Communicating with modern urban women in Asia', is based on interviews with 80 female consumers in Mumbai, Shanghai, Bangkok and Singapore, plus 15 'experts' - educated women drawn from a range of professional fields.
It found that women's aspirations and ambitions are changing - particularly for those under 35 with an above average level of education. Women are feeling 'smarter', more discerning and more confident, but advertising has been slow to respond to the changes.
Of the markets in the study, Singapore takes the lead as the least traditional and hierarchical. Women in Thailand and India also spoke about a strong desire for greater independence and individual expression.
For women in China, the family still dominates, and there is less desire for independence. However, this is changing. According to a Chinese expert taking part in the survey: 'Women aged 20-25 are the first only-child generation... they are thinking very differently... they'll be more self-dependent and will (value more) self improvement.'
One of the most important aspirations the survey uncovered is the desire to be financially independent from men. Women in Thailand and India, for example, said that they hide money away 'for a rainy day'. There was less evidence of this behaviour in China, but women still expressed a desire for independence. In Singapore, women are already relatively financially independent.
While some advertisers are aware of such shifts in attitude, the study states that many are not. Women across Asia reject an over-reliance on clichéd plots and images, as well as ads that make unbelievable claims. Advertising for slimming, body-enhancement and skin-improvement products were singled out for particular criticism.
According to RI, 'marketers are continuing to present women in traditional roles and to focus on old clichés, resulting in the alienation of many female consumers'.
Research International is online at www.research-int.com
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