Könsstereotypisk eller jämställd reklam? : En kvalitativ studie om generation Z:s attityd till könsstereotypisk marknadskommunikation

Sammanfattning: To reach and motivate an entire generation with different interests and attitudes is not an easy task. Whether it is more profitable to target a broad target group or divide the market by gender, is therefore a big dilemma for many companies. The purpose of this study is to create an understanding of Generation Z's attitudes to stereotypical gender marketing communication. Also, to investigate whether there is a difference in women's and men's perceptions of typical gender advertisement. This article aims to provide marketers with knowledge about how they can optimize their marketing communication towards generation Z. To get to terms with what is more effective to show in advertising contexts to the intended target group. This study has an interpretive strategy approach where an understanding of social reality is to be created with a qualitative method. The empirical data is based on four digital focus groups with eight participants in each group. The findings indicate that when it comes to gender-equal advertising, generation Z prefers its respective advertising. However, when there is a gender-neutral advertising, it is preferable in the long run. This study also concluded that the message of the advertisement can win in the long run over the visuals that are shown in advertising. Finally, we present a proposal that future research within the subject should be conducted with the help of a quantitative research method to compile a greater empirical material, which would lead to better generalization of the results.