Is Gender-Based Marketing Out of Date?
Are you looking through an outdated lens when it comes to targeting consumers?
When it comes to targeting consumers, gender is often one of the most leveraged variables in developing marketing strategies. But is that wise? Moreover, does using gender to market your brand produce meaningful results? As it turns out, gender-based marketing is not a reliable or beneficial strategy for most companies. Below, we discuss why using gender to promote your products and services isn’t the best option.
Gender Lines Are Becoming Blurred
According to a recent study by the Pew Research Center, nearly one in five U.S. adults know someone who goes by a gender-neutral pronoun.1 This means that about 18% of Americans personally know an individual who prefers a pronoun other than “he” or “she.” Younger adults are more likely than older adults to be familiar with the use of gender-neutral pronouns. This fact is of particular importance since millennials (ages 23 to 38) are the world’s most dominant consumers and have the greatest buying power at $200 billion.2
There Are Other Variables That Are Far More Valuable
Marketing expert Gabby Barrios built an algorithm for statistical tournaments with her team at BCG to determine what variables make a difference when it comes to targeting and marketing to consumers. Roughly 100,000 tournaments were run around the world, including in countries where traditional gender roles are more pronounced. Of these 100,000 tournaments, gender came out as the top marketing variable only 5% of the time.3 This means that other variables—such as consumer behaviors, social activities, and income—produce more valuable results that drive effective marketing strategies and growth.
A Gender-Neutral Approach Turns a Profit
Buying habits are beginning to shift toward gender-neutral products. For instance, only 44% of 13- to 20-year-olds surveyed by JWT Intelligence reported that they always purchase clothes designed for their gender.4 And this is a trend brands are taking note of. For instance, in 2015 Target responded to consumer concerns for how they separate children’s toys by dropping gender-based labeling for these items in its stores. Fashion retailers are especially responsive to this movement toward neutrality, as they begin to produce more genderless lines and collections.
Gender Marketing Perpetuates Stereotypes and Causes Separation
Depicting stereotypical scenes of a husband struggling to clean the house or a woman unable to successfully park a car is damaging. In fact, the U.K.’s Advertising Standard Authority found this kind of messaging so harmful they passed a ruling that prohibits marketers from portraying these kinds of stereotypes.5 And ultimately, this shift in thinking is good for branding and marketing. That’s because these stereotypes promote inequality in society and limit people’s potential. The ban also considers how children are marketed to, especially when the content is focused on career ambition and the stereotypes that tend to separate boys and girls at a young age.
Advance Your Career by Earning Your Master’s in Marketing at Walden University
If you want to seize opportunities as they arise in the marketing field, Walden offers a master’s degree program that can give you the knowledge and skills you need. From social media marketing to mobile advertising, the MS in Marketing program can prepare you to be at the forefront of this dynamic field, introducing you to both the fundamentals of the discipline and the marketing strategies that are redefining the way brands reach, engage, and influence consumers. And at Walden, an accredited university, you can earn your online marketing degree while you continue to work full time. That means you can better maintain a work-life balance while you develop the digital marketing management skills and media strategies you need to stand out in the job market. With online education, there’s no need to completely rearrange your schedule or commute to campus—you can take classes at whatever time of day works best for you as you earn your master’s in marketing and excel in your career.
Walden University is an accredited institution offering an MS in Marketing degree program online. Expand your career options and earn your degree using a convenient, flexible learning platform that fits your busy life.
Walden University is accredited by The Higher Learning Commission, www.hlcommission.org.