Women in Ads is a research initiative by UM, intended to cast a light on advertising’s role in creating and perpetuating identity stereotypes of women in UK society.

The research unpicks the role of creative and media in maintaining stereotypes, revealing also that these effects of identity norms can be damaging to men as well as women. Finally, the findings identify how stereotypes can be challenged and overturned by advertising, laying out best practices for brands to win through progressive marketing behaviours.