The Spaces In Between: Eastern Women & Identity

For brands working in Asia & the Middle East, it often proves difficult to navigate the cultural tensions in these dynamic societies. Depicting women in outdated ways or simply deploying cut-and-paste strategies from Western marketing can under- and mis- represent women in the region. Well intended or not, audiences are quick to pour scorn on those who get it wrong. Our qualitative study spans 7 countries as it explores 5 major themes: Identity, Reflection, Performance, Labelling, and Collective Action.

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