Today’s episode features Laura Daley and Eimear Fitzmaurice from Folk Wunderman Thompson, a Dublin-based advertising agency. Laura and Eimear join to discuss a recently released report called "Family Fallacy". The report investigates the changing makeup and dynamics of modern families and how this impacts advertising and marketing practices. The report reveals an overrepresentation of 'traditional' family units in advertising, while discussions, data, and personal examples highlight the reality of diverse family structures in Ireland. Advertisers can tap into the largely overlooked 64% non-traditional families by creating engaging narratives that resonate with them. This important conversation casts light on the need to recalibrate brand storytelling and reflect societal changes within advertising spaces in order to unlock new growth opportunities for brands. This episode is in partnership with The Indie List www.indielist.ie

00:00 - 02:49 Discussing the Journey of the Report

02:49- 04:29 Unpacking the Impact of Stereotypes in Advertising

04:29 - 11:09 The Role of Clients in the Conversation

11:09 - 23:17 The Impact of Positive Portrayal in Advertising

23:17 The Commercial Impact of Positive Portrayal

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