Kimberly discusses what BBD Perfect Storm are doing to smash stereotypes, particularly the damaging ones. We put people in boxes without even challenging it - and more often than not, we don't even realise we're doing it.
One example is the stereotype of masculinity. Men have generally been raised to ‘perform’ a societal version of masculinity instead of simply living out their own version of manliness, whatever that is.
Society finally recognises how harmful stereotypes are to people’s mental health with many brands still remaining as part of the problem rather than part of the solution. Yet there are huge opportunities for the brands that lead the solutions as BBD Perfect Storm's work with clients has demonstrated. They use their insight-led approach and you can download their report here.
Kimberly talks about the work they've done recently with PepsiCo México for Ruffles. They didn't want to go down the toxic masculinity approach, and so the campaign ‘Unleash Your Flavor’ aimed to demonstrate that men can successfully engage with potential partners by being authentic, and that attraction is about connecting not conquering.
There are of course many more stereotypes that need smashing, and Kimberly further touches upon these including their latest campaign for Legal & General which aimed to tackle retirement and ageism stereotypes with their bold campaign, which quite literally shatters the stereotypes of retirement.
You can see more from BBD Perfect Storm including their fantastic stereotype smashing campaigns here on our website.