{"id":33389,"date":"2022-08-15T17:15:51","date_gmt":"2022-08-15T14:15:51","guid":{"rendered":"https:\/\/www.adcore.com\/blog\/?p=33389"},"modified":"2023-08-22T10:48:00","modified_gmt":"2023-08-22T07:48:00","slug":"gendered-marketing-is-this-the-era-of-non-binary-aesthetic","status":"publish","type":"post","link":"https:\/\/www.adcore.com\/blog\/gendered-marketing-is-this-the-era-of-non-binary-aesthetic\/","title":{"rendered":"Gendered Marketing: Is this the Era of Non-Binary Aesthetic?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"33389\" class=\"elementor elementor-33389\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4d7b9be2 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4d7b9be2\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-62e6fcc5\" data-id=\"62e6fcc5\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-33a8a33 elementor-widget elementor-widget-text-editor\" data-id=\"33a8a33\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><span style=\"font-weight: 400;\">We\u2019ve all seen it before, the personal hygiene aisle neatly separated into \u2018women\u2019s\u2019 and \u2018men\u2019s\u2019 sections. Products designed for women are pink and flowery, with sweet scents like vanilla and strawberry. In an overwhelming contrast, men\u2019s products are dark, with clear, all-caps \u2018<\/span><b>FOR MEN<\/b><span style=\"font-weight: 400;\">\u2019 distinctly slapped onto the product. While it\u2019s possible, and even logical, to use a non-binary aesthetic on generic products- such as <a href=\"https:\/\/mybalancedspace.com\/pura-review\/\" target=\"_blank\" rel=\"noopener\">scents for home<\/a>, dish soap, cars, etc.- these are instead being aimed at consumers based on gender demographics, prompting us to ask marketers, \u201cis this the right marketing approach in 2022\u201d?<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4103001 elementor-toc--content-ellipsis elementor-toc--minimized-on-tablet elementor-widget elementor-widget-table-of-contents\" data-id=\"4103001\" data-element_type=\"widget\" data-settings=\"{&quot;headings_by_tags&quot;:[&quot;h2&quot;,&quot;h3&quot;],&quot;marker_view&quot;:&quot;bullets&quot;,&quot;icon&quot;:{&quot;value&quot;:&quot;&quot;,&quot;library&quot;:&quot;&quot;},&quot;min_height&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:0,&quot;sizes&quot;:[]},&quot;minimize_box&quot;:&quot;yes&quot;,&quot;minimized_on&quot;:&quot;tablet&quot;,&quot;hierarchical_view&quot;:&quot;yes&quot;,&quot;min_height_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"table-of-contents.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor-pro - v3.22.0 - 24-06-2024 *\/\n.elementor-widget-table-of-contents .elementor-toc__header-title{color:var(--header-color)}.elementor-widget-table-of-contents.elementor-toc--collapsed .elementor-toc__toggle-button--collapse,.elementor-widget-table-of-contents:not(.elementor-toc--collapsed) .elementor-toc__toggle-button--expand{display:none}.elementor-widget-table-of-contents .elementor-widget-container{min-height:var(--box-min-height);border:var(--box-border-width,1px) solid var(--box-border-color,#9da5ae);border-radius:var(--box-border-radius,3px);background-color:var(--box-background-color);transition:min-height .4s;overflow:hidden}.elementor-toc__header{display:flex;align-items:center;justify-content:space-between;padding:var(--box-padding,20px);background-color:var(--header-background-color);border-bottom:var(--separator-width,1px) solid var(--box-border-color,#9da5ae)}.elementor-toc__header-title{font-size:18px;margin:0;color:var(--header-color);flex-grow:1}.elementor-toc__toggle-button{cursor:pointer;display:inline-flex}.elementor-toc__toggle-button i{color:var(--toggle-button-color)}.elementor-toc__toggle-button svg{height:1em;width:1em;fill:var(--toggle-button-color)}.elementor-toc__spinner-container{text-align:center}.elementor-toc__spinner{font-size:2em}.elementor-toc__spinner.e-font-icon-svg{height:1em;width:1em}.elementor-toc__body{padding:var(--box-padding,20px);max-height:var(--toc-body-max-height);overflow-y:auto}.elementor-toc__body::-webkit-scrollbar{width:7px}.elementor-toc__body::-webkit-scrollbar-thumb{background-color:#babfc5;border-radius:10px}.elementor-toc__list-wrapper{list-style:none;padding:0}.elementor-toc__list-item{margin-bottom:.5em}.elementor-toc__list-item.elementor-item-active{font-weight:700}.elementor-toc__list-item .elementor-toc__list-wrapper{margin-top:.5em;margin-inline-start:var(--nested-list-indent,1em)}.elementor-toc__list-item-text{transition-duration:var(--item-text-transition-duration)}.elementor-toc__list-item-text:hover{color:var(--item-text-hover-color);-webkit-text-decoration:var(--item-text-hover-decoration);text-decoration:var(--item-text-hover-decoration)}.elementor-toc__list-item-text.elementor-item-active{color:var(--item-text-active-color);-webkit-text-decoration:var(--item-text-active-decoration);text-decoration:var(--item-text-active-decoration)}.elementor-toc__list-item-text-wrapper{display:flex;align-items:center}.elementor-toc__list-item-text-wrapper:before,.elementor-toc__list-item-text-wrapper i{margin-inline-end:8px;color:var(--marker-color)}.elementor-toc__list-item-text-wrapper svg{margin-inline-end:8px;fill:var(--marker-color);height:var(--marker-size,.5em);width:var(--marker-size,.5em)}.elementor-toc__list-item-text-wrapper i{font-size:var(--marker-size,.5em)}.elementor-toc__list-item-text-wrapper:before{font-size:var(--marker-size,1em)}.elementor-toc--content-ellipsis .elementor-toc__list-item-text{white-space:nowrap;overflow:hidden;text-overflow:ellipsis}.elementor-toc__list-items--collapsible>.elementor-toc__list-wrapper>.elementor-toc__list-item>.elementor-toc__list-wrapper{display:none}.elementor-toc__heading-anchor{position:absolute}.elementor-toc__body .elementor-toc__list-item-text{color:var(--item-text-color);-webkit-text-decoration:var(--item-text-decoration);text-decoration:var(--item-text-decoration);transition-duration:var(--item-text-transition-duration)}.elementor-toc__body .elementor-toc__list-item-text:hover{color:var(--item-text-hover-color);-webkit-text-decoration:var(--item-text-hover-decoration);text-decoration:var(--item-text-hover-decoration)}.elementor-toc__body .elementor-toc__list-item-text.elementor-item-active{color:var(--item-text-active-color);-webkit-text-decoration:var(--item-text-active-decoration);text-decoration:var(--item-text-active-decoration)}ol.elementor-toc__list-wrapper{counter-reset:item}ol.elementor-toc__list-wrapper .elementor-toc__list-item{counter-increment:item}ol.elementor-toc__list-wrapper .elementor-toc__list-item-text-wrapper:before{content:counters(item,\".\") \". \"}<\/style>\t\t<div class=\"elementor-toc__header\">\n\t\t\t<h4 class=\"elementor-toc__header-title\">\n\t\t\t\tTable of Contents\t\t\t<\/h4>\n\t\t\t\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--expand\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__4103001\" aria-expanded=\"true\" aria-label=\"Open table of contents\"><i aria-hidden=\"true\" class=\"fas fa-chevron-down\"><\/i><\/div>\n\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--collapse\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__4103001\" aria-expanded=\"true\" aria-label=\"Close table of contents\"><i aria-hidden=\"true\" class=\"fas fa-chevron-up\"><\/i><\/div>\n\t\t\t\t\t<\/div>\n\t\t<div id=\"elementor-toc__4103001\" class=\"elementor-toc__body\">\n\t\t\t<div class=\"elementor-toc__spinner-container\">\n\t\t\t\t<i class=\"elementor-toc__spinner eicon-animation-spin eicon-loading\" aria-hidden=\"true\"><\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7e75a92 elementor-widget elementor-widget-text-editor\" data-id=\"7e75a92\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h2><span style=\"font-weight: 400;\">What is Gendered Marketing?<\/span><\/h2><p><span style=\"font-weight: 400;\">Gendered marketing consists of differentiating consumers based on their gender through tailoring one (or several) elements of the marketing campaign or product features based on gender stereotypes.<\/span><\/p><p><span style=\"font-weight: 400;\">When coming up with a marketing strategy, the decision of how to address different audiences often comes up, and time after time, the audience is split between men and women. The assumption behind the practice of gendered marketing is that consumers are more receptive to products or communications that are tailored to their gender. But unfortunately, this usually means that men and women are portrayed in extreme stereotypical gender roles.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3d34fc5 elementor-widget elementor-widget-image\" data-id=\"3d34fc5\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"640\" height=\"244\" src=\"https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/08\/article-01-1024x390.png\" class=\"attachment-large size-large wp-image-34401\" alt=\"\" srcset=\"https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/08\/article-01-1024x390.png 1024w, https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/08\/article-01-300x114.png 300w, https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/08\/article-01-768x292.png 768w, https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/08\/article-01-1536x585.png 1536w, https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/08\/article-01-2048x780.png 2048w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-00465af elementor-widget elementor-widget-text-editor\" data-id=\"00465af\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>\u00a0<\/p><p><span style=\"font-weight: 400;\">The most common stereotype is that \u201cpink is for girls\u201d and \u201cblue is for boys\u201d; logically, a typical example of gendered marketing is when a product is offered in two colors: pink for girls and blue for boys. We rarely see a non-binary aesthetic on gendered products that may not even need to be gendered in the first place.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">With this approach, marketing often exploits the male insecurity of being seen as \u201cfeminine,\u201d using fragile masculinity as the backbone of the campaign\u2019s strategy. When marketing self-care or beauty products, there\u2019s a clear distinction between what\u2019s for \u2018men\u2019 and what\u2019s for \u2018women.\u2019\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">No man wants to feel feminized and subjugated by a self-care product, after all.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">In the last decade, there have been brands that went as far as saying using women\u2019s products degrades men. Two alarming commercials that would likely not pass today\u2019s cancel culture are brought to us by Old Spice and Dove:<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9965159 elementor-widget elementor-widget-video\" data-id=\"9965159\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=owGykVbfgUE&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-widget-video .elementor-widget-container{overflow:hidden;transform:translateZ(0)}.elementor-widget-video .elementor-wrapper{aspect-ratio:var(--video-aspect-ratio)}.elementor-widget-video .elementor-wrapper iframe,.elementor-widget-video .elementor-wrapper video{height:100%;width:100%;display:flex;border:none;background-color:#000}@supports not (aspect-ratio:1\/1){.elementor-widget-video .elementor-wrapper{position:relative;overflow:hidden;height:0;padding-bottom:calc(100% \/ var(--video-aspect-ratio))}.elementor-widget-video .elementor-wrapper iframe,.elementor-widget-video .elementor-wrapper video{position:absolute;top:0;right:0;bottom:0;left:0}}.elementor-widget-video .elementor-open-inline .elementor-custom-embed-image-overlay{position:absolute;top:0;right:0;bottom:0;left:0;background-size:cover;background-position:50%}.elementor-widget-video .elementor-custom-embed-image-overlay{cursor:pointer;text-align:center}.elementor-widget-video .elementor-custom-embed-image-overlay:hover .elementor-custom-embed-play i{opacity:1}.elementor-widget-video .elementor-custom-embed-image-overlay img{display:block;width:100%;aspect-ratio:var(--video-aspect-ratio);-o-object-fit:cover;object-fit:cover;-o-object-position:center center;object-position:center center}@supports not (aspect-ratio:1\/1){.elementor-widget-video .elementor-custom-embed-image-overlay{position:relative;overflow:hidden;height:0;padding-bottom:calc(100% \/ var(--video-aspect-ratio))}.elementor-widget-video .elementor-custom-embed-image-overlay img{position:absolute;top:0;right:0;bottom:0;left:0}}.elementor-widget-video .e-hosted-video .elementor-video{-o-object-fit:cover;object-fit:cover}.e-con-inner>.elementor-widget-video,.e-con>.elementor-widget-video{width:var(--container-widget-width);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-549296c elementor-widget elementor-widget-video\" data-id=\"549296c\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=yclM-IPP52w&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c876212 elementor-widget elementor-widget-text-editor\" data-id=\"c876212\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h2><span style=\"font-weight: 400;\">What is the Effect of Gender-Tailored Marketing on Consumers?\u00a0<\/span><\/h2><p><span style=\"font-weight: 400;\">Consumers&#8217; pushback against gendered marketing comes from younger generations, calling out <\/span><span style=\"font-weight: 400;\">unnecessarily gendered products as part of a greater resistance to patriarchal ideals. People who identify as transgender, genderqueer, genderfluid, or non-binary, want to be seen and respected by society \u2013 and that extends to brands and marketing.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Gender-tailored marketing campaigns are still very common, yet according to recent studies from Harvard Business School, they can be a turn-off for consumers, particularly women. People resist being categorized\u2014or made to feel like they are unwillingly reduced to a single identity\u2014especially when the ad evokes a stereotype about their gender. In fact, gender-tailored ads often backfire to the point of dissuading women from choosing a product they would have considered if the company hadn\u2019t emphasized their gender.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c5ccb74 elementor-widget elementor-widget-template\" data-id=\"c5ccb74\" data-element_type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"section\" data-elementor-id=\"29329\" class=\"elementor elementor-29329\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-486a9019 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"486a9019\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-6ed64254\" data-id=\"6ed64254\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-281ae6ce elementor-widget elementor-widget-image\" data-id=\"281ae6ce\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"20\" height=\"14\" src=\"https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/04\/Group-10466.svg\" class=\"attachment-full size-full wp-image-28055\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4dc8e19 elementor-widget elementor-widget-heading\" data-id=\"4dc8e19\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><p class=\"elementor-heading-title elementor-size-default\">Consumers' pushback against gendered marketing comes from younger generations, calling out unnecessarily gendered products as part of a greater resistance to patriarchal ideals.<\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c0f819c elementor-widget elementor-widget-text-editor\" data-id=\"c0f819c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">It might appear obvious now, but the youngest generation of consumers disputes the binary classification of gender altogether. A <\/span><a href=\"https:\/\/www.forbes.com\/sites\/laurenfriedman\/2017\/11\/28\/millennials-and-gender-fluidity-what-smart-brands-are-doing-and-why\/?sh=5aa21aeb5436\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">survey about gender fluidity<\/span><\/a><span style=\"font-weight: 400;\"> from 2017 revealed that 50% of millennials consider gender to be a spectrum, and according to the J. Walter Thompson Intelligence report from 2015, 81% of Gen Z members <\/span><a href=\"https:\/\/www.jwtintelligence.com\/2015\/05\/data-point-generation-z-and-gender\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">strongly believe <\/span><\/a><span style=\"font-weight: 400;\">gender does not define a person. As a result, consumers tend to look away from brands that practice gendered marketing, disapproving of their lack of inclusion of consumers who do not identify as either male or female.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketing to a person\u2019s gender not only risks alienating other potential consumers but also shows a failure by the company to dig for deeper insights about its audience and might even trigger an adverse reaction. There is a tight relationship between gender and marketing in our society. As a result, companies have convinced women to spend more on products that are nearly identical to those marketed to men, a phenomenon dubbed the \u201cPink Tax\u201d. The Pink Tax is an unfairly priced tariff added to women\u2019s products compared to men\u2019s.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">What Can Marketers Do?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A significant first step is to look closely at who your consumers are and how they are being represented \u2013 or not \u2013 in today\u2019s society. Millennials and Gen Z-ers seek to align themselves with brands that show a more modern understanding of the gender spectrum.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Because consumers are becoming less and less receptive to gendered marketing, marketers should move away from gender-based strategies and start practicing gender-neutral marketing. Brands should consider going beyond \u201cstandard\u201d demographics and collect more sophisticated consumer insights that segment consumers based on their personality traits, interests, lifestyle, and so on.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In many cases, gendered labels are not smart marketing; an inclusive marketing strategy is likely to be much more successful. How you design, position, and market your products can perpetuate gender-based stereotypes. Acknowledging this isn\u2019t always easy, but it\u2019s the first step if you want to remain relevant to the current and new generations of consumers.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b9d1df0 elementor-widget elementor-widget-image\" data-id=\"b9d1df0\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"640\" height=\"244\" src=\"https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/08\/article-02-1024x390.png\" class=\"attachment-large size-large wp-image-34402\" alt=\"\" srcset=\"https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/08\/article-02-1024x390.png 1024w, https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/08\/article-02-300x114.png 300w, https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/08\/article-02-768x292.png 768w, https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/08\/article-02-1536x585.png 1536w, https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/08\/article-02-2048x780.png 2048w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9a83565 elementor-widget elementor-widget-text-editor\" data-id=\"9a83565\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h2><span style=\"font-weight: 400;\">What Can Consumers Do?<\/span><\/h2><p><span style=\"font-weight: 400;\">Keeping sustainability in mind, buying less and buying local is the best. We as consumers should ask why young boys buy products they see are directed to men. We should ask \u2018why\u2019 to deconstruct the imaginative fear of being perceived as \u2018feminine.\u2019 Men shouldn\u2019t fear using womens products and the other way around.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7aa435a elementor-widget elementor-widget-text-editor\" data-id=\"7aa435a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Young and relevant brands such as \u2018Beautybay\u2019 now include brand ambassadors that are not specified by gender, creating a comforting and inclusive community of consumers. This kind of representation sends a very strong message, which would be considered \u2018taboo\u2019 or \u2018niche\u2019 compared to the 2010 \u2018Oldspice\u2019 commercials world.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-be161af elementor-widget elementor-widget-html\" data-id=\"be161af\" data-element_type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@beautybay\/video\/7106861900222254341\" data-video-id=\"7106861900222254341\" style=\"max-width: 605px;min-width: 325px;\" > <section> <a target=\"_blank\" title=\"@beautybay\" href=\"https:\/\/www.tiktok.com\/@beautybay\" rel=\"noopener\">@beautybay<\/a> Things just got a whole lot BRIGHTER\ud83d\udcaf Bag your Bright 2.0 Palette now \ud83c\udf08\ud83d\udd25 @tayrismongardi <a title=\"bybeautybay\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/bybeautybay\" rel=\"noopener\">#ByBEAUTYBAY<\/a>  <a title=\"beautybay\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/beautybay\" rel=\"noopener\">#BEAUTYBAY<\/a>  <a title=\"dragmakeup\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/dragmakeup\" rel=\"noopener\">#Dragmakeup<\/a> <a target=\"_blank\" title=\"\u266c original sound - BEAUTYBAY\" href=\"https:\/\/www.tiktok.com\/music\/original-sound-7106907274697771782\" rel=\"noopener\">\u266c original sound - BEAUTYBAY<\/a> <\/section> <\/blockquote> <script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a5430c5 elementor-widget elementor-widget-text-editor\" data-id=\"a5430c5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h3><span style=\"font-weight: 400;\">Conclusion<\/span><\/h3><p><span style=\"font-weight: 400;\">Eventually, we need to end marketers targeting consumers based on their gender and at the very least remove obstacles that further this goal by eliminating the Pink Tax. Let us push to have marketers target consumers based on their values, personality, traits, and interests.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b7f2cd8 elementor-widget elementor-widget-template\" data-id=\"b7f2cd8\" data-element_type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"section\" data-elementor-id=\"29332\" class=\"elementor elementor-29332\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6c9eca04 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6c9eca04\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4798cb28\" data-id=\"4798cb28\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-65cc919a elementor-hidden-desktop elementor-widget elementor-widget-shortcode\" data-id=\"65cc919a\" data-element_type=\"widget\" data-widget_type=\"shortcode.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-shortcode\">\n<div class=\"wpcf7 no-js\" id=\"wpcf7-f28319-o1\" lang=\"en-US\" dir=\"ltr\">\n<div class=\"screen-reader-response\"><p role=\"status\" aria-live=\"polite\" aria-atomic=\"true\"><\/p> <ul><\/ul><\/div>\n<form action=\"\/blog\/wp-json\/wp\/v2\/posts\/33389#wpcf7-f28319-o1\" method=\"post\" class=\"wpcf7-form init\" aria-label=\"Contact form\" novalidate=\"novalidate\" data-status=\"init\">\n<div style=\"display: none;\">\n<input type=\"hidden\" name=\"_wpcf7\" value=\"28319\" \/>\n<input type=\"hidden\" name=\"_wpcf7_version\" value=\"5.9.6\" \/>\n<input type=\"hidden\" name=\"_wpcf7_locale\" value=\"en_US\" \/>\n<input type=\"hidden\" name=\"_wpcf7_unit_tag\" value=\"wpcf7-f28319-o1\" \/>\n<input type=\"hidden\" name=\"_wpcf7_container_post\" value=\"0\" \/>\n<input type=\"hidden\" name=\"_wpcf7_posted_data_hash\" value=\"\" \/>\n<\/div>\n<div class=\"yos mobile\">\n\t<div class=\"post-contact\">\n\t\t<p class=\"title\">Get exclusive CMO tips that I only share with email subscribers.\n\t\t<\/p>\n\t\t<div class=\"form-item\">\n\t\t\t<p class=\"input\"><span class=\"wpcf7-form-control-wrap\" data-name=\"email-001\"><input size=\"40\" maxlength=\"80\" class=\"wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"Email address\" value=\"\" type=\"email\" name=\"email-001\" \/><\/span>\n\t\t\t<\/p>\n\t\t\t<p class=\"send\"><input class=\"wpcf7-form-control wpcf7-submit has-spinner\" type=\"submit\" value=\"SUBSCRIBE\" \/>\n\t\t\t<\/p>\n\t\t<\/div>\n\t\t<p class=\"yos-img\"><img decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2022\/05\/NEW_YOS.png\" \/>\n\t\t<\/p>\n\t<\/div>\n<\/div><div class=\"wpcf7-response-output\" aria-hidden=\"true\"><\/div>\n<\/form>\n<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dcf3f00 elementor-widget elementor-widget-menu-anchor\" data-id=\"dcf3f00\" data-element_type=\"widget\" data-widget_type=\"menu-anchor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\nbody.elementor-page .elementor-widget-menu-anchor{margin-bottom:0}<\/style>\t\t<div class=\"elementor-menu-anchor\" id=\"printful\"><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>We\u2019ve all seen it before, the personal hygiene aisle neatly separated into \u2018women\u2019s\u2019 and \u2018men\u2019s\u2019 sections. Products designed for women are pink and flowery, with sweet scents like vanilla and strawberry. In an overwhelming contrast, men\u2019s products are dark, with&#8230;<\/p>\n","protected":false},"author":21,"featured_media":33390,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[{"category_link":"https:\/\/www.adcore.com\/blog\/all\/","category_name":"All"},{"category_link":"https:\/\/www.adcore.com\/blog\/marketing\/content-marketing\/","category_name":"Content Marketing"},{"category_link":"https:\/\/www.adcore.com\/blog\/marketing\/","category_name":"Marketing"},{"category_link":"https:\/\/www.adcore.com\/blog\/marketing\/research\/","category_name":"Research"}],"tags":[],"authors":[174],"article_types":[179],"staff_picks":[],"promotions":[178],"class_list":["post-33389","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all","category-content-marketing","category-marketing","category-research","authors-elena-ivanov","article_types-articles","promotions-microsoft-coupon"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/33389","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/comments?post=33389"}],"version-history":[{"count":28,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/33389\/revisions"}],"predecessor-version":[{"id":38000,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/33389\/revisions\/38000"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/media\/33390"}],"wp:attachment":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/media?parent=33389"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/categories?post=33389"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/tags?post=33389"},{"taxonomy":"authors","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/authors?post=33389"},{"taxonomy":"article_types","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/article_types?post=33389"},{"taxonomy":"staff_picks","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/staff_picks?post=33389"},{"taxonomy":"promotions","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/promotions?post=33389"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}