Exploring the nature, creation, impact and regulation of gendered alcohol brand and nightlife marketing in the age of contemporary feminism

This research will improve our understanding of how the gendered marketing of alcohol and the night time environment (NTE) affects women's consumption of alcohol, and their experiences of the NTE, with the aim of engaging with key stakeholders (e.g. young people, industry) to make venues healthier, safer and more inclusive. Although alcohol use and related harms are more prevalent among men than women, this gender gap has narrowed in recent years. Women are active participants in the NTE, and like men, drink for pleasure and intoxication, and to foster group belonging, bonding and friendship. This convergence in men and women's drinking patterns can be partly explained by the shifting social positions of women, including their increased economic independence. The increased affordability of alcohol, changes to the NTE to make it more female friendly and the way in which women have been targeted by alcohol marketing are other important, yet under researched factors.

Alcohol marketing targets men and women in different ways, but both aim to increase sales and forge brand loyalty. However, women drinkers face contradictory marketing messages. They are targeted through messages of empowerment (e.g. sexual expression, independence), but also gender stereotypes (e.g. 'pink marketing'), and are subject to objectification and sexualisation to promote alcohol products to men. NTE (e.g. bars and clubs) marketing also reinforces gender stereotypes and the sexualisation and objectification of women. This includes the increasing use of social media marketing, and sexualised photographs of female customers and 'influencers' (e.g. online promotors). Such marketing may not only influence women's drinking practices and experiences, but sexist content may reinforce negative attitudes towards women, gender stereotypes, and relations between men and women. This may create an environment in which sexist behaviour (e.g. unwanted sexual attention) is tolerated, which can undermine campaigns aimed at addressing sexual violence in the NTE, and advances in women's rights and equality more generally.

The way in which alcohol products are promoted through gender-specific messages appears to be changing, and there is industry concern that sexist marketing may alienate female customers. Instead, feminist messages (e.g. choice, empowerment, addressing the gender pay gap), gender non-conformity (e.g. trans rights, gender transgression) and sexual (e.g. Love is Love) and racial (e.g. ethnic diversity) equality are now being increasingly used by brands. Similarly, although women continue to be sexualised in NTE marketing, messages of gender equality are also being used to advertise the NTE. Such changes in alcohol marketing are important, in that the move away from sexist messages is a positive in terms of gender equity, but the use of feminist messages may appeal to female drinkers and influence their drinking, and in turn their health. Academics and alcohol charities have called for more research in this area, and have highlighted the importance of education to inform women how marketing aims to manipulate their consumer choices through gender stereotypes and messages of empowerment, alongside updated regulation.

We need research with young women and men, and those working in marketing and it's regulation, that explores how women are targeted by, and represented in alcohol brand and NTE marketing, and its influence on drinking experiences and gender equity. The proposed research benefits from the direct involvement of young people and industry, and will inform the development of educational activities designed to inform women's critical thinking on the strategies that are used to encourage their alcohol use; prevention activities designed to reduce sexual violence in nightlife; and help in the assessment of compliance with regulatory codes aimed at restricting alcohol marketing that condones gender inequality.

The project will build on established links and contacts, and include a number of beneficiaries in the research from the concept/developmental stage, to the dissemination phase. These include:

Young people: The research is informed by previous research with young people conducted by the PI, and discussions with young women informed the writing of the application. The research thus incorporates the voices of young people in the development of research questions, methodology, and dissemination techniques. To ensure that young women's voices are considered throughout the duration of the research, they will be involved in the advisory group, in drafting recommendations and in research dissemination (e.g. film, art, stakeholder event). This is an opportunity to make recommendations to policy makers on topics that directly affect them (e.g. regulation of alcohol marketing). As a result, they will also become more informed and reflective on the ways in which they are targeted and represented in alcohol marketing.

NGOs: The research will contribute to the work of alcohol NGOs (i.e. ISA, Alcohol Change) through collaboration and the provision of new evidence on the impact of alcohol marketing and the effectiveness of regulation. They will take part in open dialogue with a range of stakeholders, including policy makers, regulators and industry, and feed into policy recommendations, in turn contributing to goals of advocating for evidence based policy. Involvement in the development of the educational film provides an opportunity to inform young people and the public on the targeting and impact of alcohol marketing, thus contributing to their aims of addressing alcohol harms.

Marketing regulators: It will contribute to the work of alcohol marketing regulators (e.g. ASA, local regulatory bodies, Portman group, WFA) by providing evidence on the effectiveness of regulation, the effects of gendered marketing, and suggestions for regulatory change. They will take part in open dialogue with various stakeholders, including academics, young women and the industry, and gain feedback on the regulatory codes.

NTE venues: Local venue/events marketers will be provided with opportunities to provide insights into the gendered nature of NTE marketing and the effects, and examples of good practice. They will benefit from recommendations concerning their role in mitigating the potential negative effects of marketing activity and in promoting gender equity in the NTE more generally. They will also take part in open dialogue with various stakeholders, including NGOs regulators, academics and young women.

Local Authorities: Local authorities have responsibilities for a number of alcohol related policies (e.g. licensing decisions). The findings will help them understand the landscape in which they are working.

Marketers/industry: There has been a historical lack of engagement between industry and academia/public health practice relating to alcohol marketing (Gordon, 2010). Whilst such engagement may be controversial, the research will provide an opportunity for dialogue and the sharing of perspectives, whilst taking a critical perspective regarding generating solutions with mutual benefit.

General public. Through activities outlined in the pathways to impact plan (i.e. educational film, media engagement, arts exhibition) the public, including young people, will be informed on the impact of gender alcohol marketing, and encouraged to think more critically about the marketing messages they are exposed to. The impact of these activities will be evaluated.

Schools and colleges. Educational establishments will benefit from the free educational film that can be used as a learning resource within lessons on alcohol within the Sex, Relationships, and Health curricula.

University students: students will benefit from the provision of a research placement (LJMU) and research informed teaching (LJMU, The University of Wellington)