Choosing between a male or female voiceover talent can be challenging and depends on many factors. Understanding how audiences respond to different voice genders can make a significant impact on your campaign’s effectiveness.

Male or Female: What Does the Latest Research Say?

A 2023 study published in the Journal of Consumer Research surveyed over 3,500 participants from the U.S., U.K., and Australia. This study found that consumer perceptions of male and female voices are largely context-dependent and industry-specific. Here are some key findings:

• Forcefulness: 52% of respondents said that male voices are perceived as more authoritative, especially in sectors like technology and finance. However, 45% stated that gender makes no difference when it comes to authority, indicating a more balanced perception compared to earlier studies.

• Soothing Quality: Female voices continue to dominate in areas perceived as nurturing, such as healthcare and e-learning. About 55% of respondents found female voices more calming, while 40% reported that gender made no difference.

• Persuasion: When it comes to persuasiveness, the gap between male and female voices has decreased significantly. The 2023 study reported that 22% of respondents found female voices more persuasive, while 20% preferred male voices. A substantial 58% said gender didn’t affect persuasion at all.

These results show that while gender preferences exist, they are narrowing. Depending on your campaign’s goals, you can still leverage these preferences, but keep in mind that the audience is becoming more flexible in their perceptions.

Male or Female Talents: Are Virtual Assistants Still Gender Biased?

Why do most virtual assistants, such as Apple’s Siri, Amazon’s Alexa, and Google Assistant, use female voices by default? A recent report by Vox in 2023 explored this question, and while some gender bias persists, attitudes are shifting.

According to Vox, companies still believe that users feel more comfortable interacting with a female voice. However, as societal views evolve, tech companies are increasingly offering gender-neutral or male-voiced alternatives. This reflects growing awareness around inclusivity and the desire to cater to a broader range of consumer preferences.

Interestingly, voice assistants in non-English speaking regions, such as Japan and Germany, are seeing higher adoption rates of male voices. This could be tied to regional cultural dynamics, where authoritative male figures are more common in certain sectors.

Male or Female Voice Talents? – Our Conclusion:

Target Audience

It really depends on your target audience and the context. In English-speaking countries, male voices are often associated with strength, making them more suitable for automotive, finance, or tech-related campaigns. Female voices, on the other hand, resonate more in campaigns related to health, well-being, and education.

If your project is multilingual, take into account cultural differences when selecting the voice talent. For example, certain cultures may perceive male or female voices differently in advertising, so it’s crucial to cast talent with these nuances in mind.

Casting

We always advise clients to conduct sample recordings with their selected talent before moving forward with the final production. Recording a demo allows your team to ensure that the voice matches the creative vision. If it doesn’t work, you can always re-cast and try again. Many agencies, including ours, offer this as a free service.

Breaking the Rules

Sometimes, breaking the conventional rules works. Some clients have found success using voices that defy the expected gender norms for their industry. The most important thing is how well the voiceover resonates with the audience and delivers the intended message.

Creative Notes and Guide Tracks

We believe scriptwriters should not only write with precision but also provide clear creative direction for voice talents. This includes gender-specific instructions when needed. A guide track can also help communicate the desired style, tone, and pace, especially when working with multilingual talents.

Try This Exercise

Over the next week, pay close attention to voiceovers in TV ads and media you consume. Notice how the gender of the voice affects your perception of the brand’s message. You’ll start to see how gender subtly influences the effectiveness of communication.

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