Ethics in Marketing: Generational Attitudes towards Sexism in the Czech Republic

Bc. Sandra Mateková

Master's thesis

Abstract:

This diploma thesis is concerned with the current and future ethicality and effectivity of Czech advertising with a focus on sexism. The aim was to find what different generations consider ethical and how unethical ads affect their purchasing decision. The research was based on an interview with a member of the non-profit organization NESEHNUTÍ, who has been part of the project The Sexist Piggy since its beginning, along with an online survey with 182 respondents. The results showed that the current situation of the ethicality of advertisement in the Czech Republic is not ideal but is improving. The different opinions among generations were visible – younger generations are getting more sensitive towards portrayals of sexism. None of the samples of sexist advertisement presented to the respondents turned out to be effective. However, unifying characteristics of a group most likely to be positively affected by the sexist advertisement were lower-achieved education, male, older (Baby Boomers generation, Husák’s children in CZE), with no knowledge of the anti-award The Sexist Piggy.In the end, substitute marketing strategies were identified, such as guerilla marketing, or Femvertising. A suggestion included the self-regulatory bodies to be more rigorous in detecting and fining unethical advertisement, since the research showed, that presence of sexism would not affect the loyal customers of the brand. The thesis is expected to benefit all companies interested in improving their marketing strategy to be more efficient and ethical, as well as to contribute to a more comprehensive knowledge of the marketing trends of the 21st century.

Keywords

Unethical marketing, Generation Marketing, Marketing Ethics, Sexism, Gender Stereotypes, Advertising, Customer Behaviour, The Sexist Piggy

Language used: English

Date on which the thesis was submitted / produced: 28. 11. 2020

Thesis defence

• Supervisor: Daniel Rosenhaft Swain, Ph.D. MA

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics and Management / Economics and Management