This ad will be closed automatically in X seconds.

Global family study reveals gender equality across media content a desire for 28% of parents

A global study of 5,000 families across 10 countries, spanning six continents, has today (8 March) revealed parents and children’s desires for gender equality across children’s media content, in time for International Women’s Day.

The study of 20,147 family members was carried out by insights, strategy and creative agency Kids Industries (KI) and reveals that 15% of children and 12% of parents are concerned about gender inequality in relation to their child’s future. This concern rises to 25% among children in Nigeria and 26% in India.

In terms of the features that parents consider in the screen-based content (TV, films, games) that their children enjoy across media content, 28% felt that viewing equal gender representation was important. 17% of parents also felt that having diverse creator teams behind the scenes was key.

A further 25% of children cited that ‘seeing people being unfair to others based on who they are – e.g. their gender or skin colour made them unhappy’.

The full report, which hones in on what it means to be a family in 2023 and presents a timestamp of family life today around the world (in terms of attitudes, media habits, mental health and hopes for the future), will launch at Kids Industries’ Global Family conference on 21 March in London.

“This year’s International Women’s Day is encouraging everyone to #embraceequity and celebrate women’s achievements, raising awareness about discrimination and taking action – and that’s exactly why we’re releasing this data,” commented Jelena Stosic, strategy director at KI. “Achieving equity is a must-have and the toy, gaming and media content industries have a responsibility to increase their efforts in creating characters that are diverse and inclusive. There has been some great work over the past 12 months – with LEGO releasing new characters including a girl with the skin condition vitiligo, one with limb difference and another with anxiety to its collection of LEGO Friends figures and Mattel launching a Barbie with scoliosis, but as our data suggests, there’s still a long way to go.

“Even though we are seeing a number of parents and children reporting that equal gender representation is important to them in content, it’s still under a third of them. Given the role that media, entertainment and play have in how our identities and future are shaped – it’s a call to action to all of us to do better. Better, arguably, than our audience is calling for.”

For more insights, you can sign up to attend The Global Family conference (limited to 20o spaces) by clicking here.

Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.

Pyramid International has welcomed David Harrison as its new commercial director for the grocer, independent and export channels....
The partnership - one of the most comprehensive and ambitious club deals ever agreed in sports merchandising - will run until the end of the 2034/2035 season, with Fanatics working alongside Juventus to grow its brand and merchandise offering to fans....
We’re now into the final week of June, so that means the entry deadline for the Progressive Preschool Awards is perilously close … Friday 28 June, in fact... have you got your entries in yet?...
Krispy Kreme has followed up recent collaborations with Dolly Parton and PrettyLittleThing, launching four new doughnuts to celebrate 30 years of Friends....
Following the first sellout Lulu Guiness bag last September in Waitrose, the two British brands have collaborated once again on a second statement tote....
Andrew Lloyd Webber’s Really Useful Group is significantly ramping up its licensing ambitions - welcoming experienced consumer products executive, Libby Grant to the role of chief commercial officer....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.