UN developed seven areas around it and this article proposes an eighth: the recognition of equality for women consumption.
Even though women are responsible for 80/85 % of consumption, business companies treat them using an androcentric perspective: they look at reality with masculine lenses.
The gender perspective is an instrument to look at reality from a different way. This perspective questions the unequal power relations posed by men. And most executives are men: they rule and govern the world and do not know the gender perspective.
We need to introduce the concept of gender in advertising and marketing, because women say that marketing and advertising do not understand them.