Industries Targeting Women
The forum addresses industry marketing strategies and activities that are increasingly targeting women and girls. It discusses ways to prevent this phenomenon and its effects on achieving the United Nations Sustainable Development Goals, considering its impacts on vulnerable groups at risk of being subjected to double stigma. As a result, it shares best practices from both national and international perspectives and identifies areas for local and global improvement.
The alcohol industry has begun to focus on marketing activities that do not offend or exclude women, who are known to constitute 52% of the target audience in the market. Accordingly, since women are increasingly being targeted by the alcohol industry's marketing activities, it is very important to diversify public health policies in response to this. Targeting women through these activities increases alcohol consumption in society, leading to well-known direct and indirect public health problems (including gender-based physical, psychological, and sexual violence) and reinforcing harmful gender roles.
Marketing is dominated by stereotypical imagery and narrow definitions of femininity. This includes the "pinkification" of products, such as the use of glitter and floral images, a focus on appearances such as competitions to win accessories like makeup, and the development of low and reduced-calorie products.
The cannabis industry influences women more with their faulty "healthy and organic lifestyle" narrative, equally affecting women's consumption habits. This co-exists with the main narrative for women to be fit, a healthy lifestyle as well as the narrative of creating the perfect image.
Furthermore, there have been instances in various countries where women have been hired to promote and publicly encourage alcohol consumption on social media, violating that country's alcohol control act.
