Dr. Gül Şener's Study Published in UN Report

Dr. Gül Şener's assessments on Türkiye were published in the "Beyond Gender 2" research report of the Unstereotype Alliance Global.

The research report "Beyond Gender 2: The Impact of Intersectionality in Advertising", conducted by IPSOS for the Unstereotype Alliance, of which BAU is one of the main supporters in Türkiye, was shared with the world on 12 October. The report contains important findings on the effects of intersectionality in advertising. Conducted in 4 countries including Türkiye (Japan, the United Kingdom and the United States), the research reveals that advertisements depicting the intersectionality of different social identities (gender, race, religion, class, sexual orientation, etc.) are perceived positively by all consumers. Consumers feel closer to brands that implement intersectional advertising.

The common insight across all countries is that using representations of people that go beyond traditional roles and embrace diversity is the right approach for brands to meet consumer expectations and achieve better business results.

The Türkiye results of the research show that 66% of participants believe they are not adequately represented in advertisements. This rate is even higher among participants who identify as minorities. According to Dr. Gül Şener, BAU Advertising faculty member who assessed this finding in the report, "if 7 out of 10 people cannot see themselves in advertisements, this is not a matter of representation but a problem of exclusion and alienation. Intersectional advertising can help brands reduce this distance between themselves and consumers."

Pointing out that Türkiye is at a cultural crossroads, the report predicts that young people are beginning to adopt less traditional roles and explore lifestyles outside established social norms. Many survey participants state that they fear being discriminated against because of their identities, think they will have difficulty finding a job, and are concerned about being subjected to unequal treatment and being targeted. These thoughts and perceptions are observed to be more common especially among young people, single individuals and those who identify as LGBTIQ+ and members of minorities. The full report is available via the link.