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

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 misun

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