In the world of marketing, the automotive industry is a major player and often depicts elegant cars, thrilling travels, and the ultimate symbol of freedom. However, those with a keen eye might spot a noticeable absence depicting women and elderly people. Traditional representations often reinforce harmful stereotypes, which exclude large sections of the population, and perpetuating prejudices. This article focuses on the absence of gender equality and age diversity in the media, highlighting how important it is to take a radical approach.
Gender Representation: Beyond the Passenger Seat and Objectification
The past has seen women being featured have been portrayed as women in Indian advertising for cars have historically been reduced to the seat of the passenger, depicted in secondary roles or used to create glamour. The emphasis of male motorists and their goals creates the impression that driving and car ownership are mostly male-dominated, as men are the primary consumers of car purchases. Although recent years have seen an increase in women being seen as decision-makers, independent drivers and adventurers, an important gap still exists, frequently laced with unsavory undertones.
A variety of factors contribute to this constant discrepancy:
sexualization as well as objectification Women are typically depicted in a sexualized way and are often portrayed as having a look instead of their abilities as decision-makers or drivers. Social norms deeply rooted in society that link masculinity with driving remain influential on the narratives of advertising.
Brands who use purpose-driven marketing in an effort to break free from the stereotypes that they have been accustomed to, but their advertising in the mainstream reverts to the same old clichés. The majority of brands are focused on the superficial aspect of the idea of empowerment, rather than real inclusion.
Dumbing down of Women and their capabilities Advertising often depicts women as less confident or skilled drivers, thereby perpetuating the notion of women as less competent behind the steering wheel. This is also evident in the products themselves featuring “macho” bikes marketed towards men, and “effeminate” scooters targeted towards women, which limit the options available and perpetuating gender-based stereotypes.
The focus is on specific car segments Marketing efforts typically concentrate on certain segments of the automobile, like bikes that are perceived as “masculine” or “feminine,” perpetuating stereotypes about gender. Different segments of cars SUVs are more rugged and masculine, and consequently, more suited to men small cars are more family friendly, and, consequently, female focused.
lower awareness of changing Realities According to published estimates and sources from industry women’s owners account for 12-15% of the cars sold and approximately 15 percent of all licenses granted. This is an enormous potential that is not yet fully realized.
Females are underrepresented on The Auto Industry Boardrooms in auto manufacturing firms are dominated by males. There aren’t enough women in decision-making positions of a crucial nature in the automotive industry could restrict the diversity of advertising strategies.
Age Inclusion: Expanding the audience beyond the standard “21-45 years”
Like gender discrimination, the ageist message is often seen in advertisements for cars. The emphasis on youthfulness energy, dynamism, and then the achievement and success of older people despite their rising buying ability and active lives. The advertisements rarely include seniors, and they are often left out of changing needs for mobility and preferences.
The most important areas to improve include:
Advertising Representation: Featuring seniors in ads for cars showing their active lifestyles and the pleasures of driving.
Highlighting accessibility features Highlighting features that increase accessibility and comfort especially for drivers who are older, including automated transmissions, driver assistance systems as well as ergonomic design.
Addressing the needs of mobility Understanding the changing mobility needs of older people and providing solutions to their needs.
The Road Ahead: Towards Inclusive Advertising
It is possible to argue that the persistent use of traditional stereotypes of advertising is no longer the case, considering the shifting characteristics of the drivers and decision makers in the present. If left unchecked, this will increase the discrimination against older and females in the auto industry. Although some brands, such as Mahindra, Royal Enfield and particularly, Tata Motors, have made an effort to include older and females in their marketing, presenting them as competent decision-makers and drivers Many others, such as the industry’s top executives, are unable to keep up or make worse stereotypes. The Indian automotive sector has the potential to create an inclusive and diverse advertising campaign, but it will require an ongoing and conscious effort.
Here’s a guideline to take you on the path towards inclusiveness:
Promoting Diversity Incorporating people of different genders, ages and backgrounds in advertising campaigns.
Challenge Stereotypes by creating stories that challenge gender roles and biases based on age.
Sensitizing Marketing Teams Training and workshops for marketing teams to promote inclusivity and diversity.
Interacting in dialogue with Diverse Communities: Collaborating with organizations that represent seniors, women and other groups that are marginalized to gain insight and ensure a true representation.
In embracing inclusion and embracing diversity, the Indian automotive industry can create positively social changes, engage with more people and help create an diverse and fair advertising environment. The path ahead demands the commitment to go beyond the stoicism of a few and embrace true diversities, and ensuring that everyone feels included and heard throughout the journey.
