Instead of falling back on domestic tropes, businesses are modernising their approach to establish emotional connections with consumers.
The packaged goods sector is increasingly ditching domesticity as a theme that incorporates consumer culture informed by technological advances, well-researched insights and an evolving consumer base. Consumer packaged goods (CPG) brands avoiding normative domestic roles and old-fashioned division of labour when reassessing how their products are being portrayed.
Women do not want brands to pigeonhole them as homemakers or any other stereotype devised by predominantly male agencies of the yesteryear “Mad Men” era. Brands should now target women based on their interests and hobbies. For instance, peanut butter brand Jif shrugged off its decades-long focus on “choosy mothers” this year. With an ad campaign launched this year featuring an American rapper, the brand sought to intersect more with culture across genres and age groups.
Moreover, Gen Z and millennial customers prioritise social values and brand purpose. Such re-evaluations of brand image and positioning are also pushing businesses to favour TikTok today because of the diverse audiences and influencers available on the platform.
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