The stereotyping of women in ads is getting worse

…when women are featured in ads, there’s a bias to those with lightest skin tones. Across all ads, women with darker skin tones featured 80% less than women with the lightest skin tones. In addition, these same women appeared 58% less frequently in professional settings.

Aline Santos, chief brand officer at Unilever, told The Drum that it made for “sad”, but ultimately “unsurprising” reading. To explain what’s happening, she pointed to the recent Gender Equality Attitudes survey from the UN which found that since Covid-19, 50% of women have reported an increase in time spent cleaning (vs 33% of men), and a 37% increase in time spent cooking and serving meals (vs 16% of men).