Havas Media Group Spain presented yesterday «Meaningful Women 2030», the group's new capacity that was born with the commitment to help brands connect with women in a relevant way. Ángels Escobar, Chief Growth & Marketing Officer Havas Media Group, was in charge of kicking off the event, held at the Havas Village and broadcast via streaming. «The origin of this project that we have undertaken and that is now becoming a reality, arose some time ago when we asked ourselves what we could do from our position to contribute to gender equality and help brands in their communication aimed at women," said the director.
And, she stressed, despite the fact that the world has improved in terms of gender equality, there is "a long way to go." Proof of this is that, according Phone Number List to data from the Ministry of Consumer Affairs, 40% of advertisements are sexist. ? This afternoon we connect to the Havas Media Group event #MeaningfulWomen2030 ? We explore the keys to connecting brands and women in a relevant way@HavasVillageES @HavasMedia pic.twitter.com/YUCPBRWVj5< /span> — MarketingDirecto.com (@mkdirecto) April 21, 2021 «From the position of all of us who are here today, we can help a lot to make those models that are recreated in advertising different.
We can do more egalitarian advertising ", he stated. With this objective, Meaningful Women 2030 was born, a project that has two pillars: research and strategic solutions. “Women and Brands” Research Havas Media Group has carried out preliminary research to find out what women expect from a brand that is able to connect with them. It was carried out based on a desk research, followed by a qualitative study in discussion group format with a broad spectrum of women. In addition, a quantitative study on a sample of 1,408 interviews, among women aged 18 to 55, with a focus on five categories: automotive, beauty and personal care, diet, appliances and technology.