Volvo’s E.V.A. Initative: Bringing gender equality to automotive safety

Anna Hamill

Safety is a bottom-line message for every brand in the automotive category – so how did Volvo rework that message as a key brand differentiator.

Automotive marketing has a gender equality problem. Around 80% of all car purchases are influenced by women and 63% of female car buyers claim to do all the research, negotiation and final decision making on their own, but a large majority feel misunderstood by the industry.

The wider automotive industry, like many others, has traditionally used the male experience as a default. This has impacted gender equality in very important areas such as product safety.

“Unfortunately, as we've seen in other industries, history shows that when it comes to equality it basically always has a male perspective as a starting...

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