Associating gender and marketing is a practice that was born with marketing. The “housewife under 50” is the perfect example. Until today, the use of gender in marketing is like toy shelves painted blue for boys and pink for girls in order to sell 2 different toys when children could have continued to share their toys. Or it gives the pink razor which is exactly the same as the orange one and sold 10% more expensive. Obviously, seen like that, it is profitable.
Summary
The difference is in the intention
This is gendered marketing, which relies on gender stereotypes to stigmatize its target and generate more revenue. Except today, these ads no longer work as well as they used to and customers are starting to seriously taiwan phone number tire of these clichés all over the place. However, I note that communication and marketing teams continue to build their campaigns on gendered principles, almost in spite of themselves, out of habit. Our survey on the perception of gender in communication and marketing will reveal precisely these current practices.
A global awareness
If Unilever and the Union of French Advertisers have chosen to destereotype advertising campaigns , it is not out of pure philanthropy. It is because it has now been proven that 4 out of 10 targeted people simply reject an offer when it conveys demeaning stereotypes. Nothing to do with their analysis of the quality of the product or the intrinsic interest of the offer.
They reject
the abuse of trust by brands, the feeling of being taken for fools.
the representation that is made of themselves or of the person for whom they are buying.
Madame rejects the deodorant for monsieur who makes women drop like flies because she refuses to attach this image of “heartbreaker” to her man.
The gentleman will not buy ready-made products that will make his wife look like an idiot who raves about a ready-made quiche.
When we remember that in 80% of cases it is women who consume on behalf of the household, we realize that their power as consumers is considerable.
Example campaigns
toast -type
“Too good” green tea toast for women, “le mâle” ginger toast for men, in case taste buds are gendered