Page 29 - Journal of Strategic Marketing Magazine - April 2019
P. 29
GENDER-FLUID MARKETING
world of consumers – leaving behind “By not embracing this dynamic and role in challenging and changing the
the constraining views of gender-based authentic expression of what it means status quo on how gender is portrayed
targeting,” Leshilo adds. to be a human being in our society through advertising,” Leshilo says.
There’s deinitely a price to pay for today, you not only lose relevance with The World Federation of Advertisers
inappropriate gender stereotyping. a new generation, but damage your talks about ‘how to unstereotype ads’
Says Harker, “Not only is it lazy brand’s reputation and image as you and the question “Do marketers need
marketing to create stereotypical continue to perpetuate an on-going strategic guidelines to get this right?”
marketing campaigns, but they are social issue," she says. Thus, an erosion applies.
damaging to the business (as well as of your brand’s equity and value in the Leshilo believes marketers do need
agency) from a brand and credibility market.” guidelines as well as an open mind
perspective. In the end, stereotypical Harker agrees. “Keeping this gender to get this right. “These guidelines
campaigns do not relect the real world stereotypical approach will ultimately need to be informed and deined by
where the roles and lives of men and affect the bottom line of their business, a deep understanding of the cultural
women have become increasingly as they will be isolating their consumer context and mindset of the people
blurred, and ultimately a consumer base and alienating segments of who consume your brand, to avoid
buys into a brand they believe a market that could be potential assumptions and stereotypes made
understands them as an individual and customers.” purely based on conventional views of
not as a statistic.” A point of emphasis is the role of gender.
Leshilo adds that the advent of the media: “Given how much power and “All marketing, including research
social media gave rise to a very vocal inluence the media has had on society and segmentation models, should
consumer who is unafraid to speak up in the past, people expect brands to be relooked and designed with a
and challenge what brands do and say. be responsible and play a more active more inclusive mindset beyond the
Photo: Business insider
Strategic Marketing - p27
world of consumers – leaving behind “By not embracing this dynamic and role in challenging and changing the
the constraining views of gender-based authentic expression of what it means status quo on how gender is portrayed
targeting,” Leshilo adds. to be a human being in our society through advertising,” Leshilo says.
There’s deinitely a price to pay for today, you not only lose relevance with The World Federation of Advertisers
inappropriate gender stereotyping. a new generation, but damage your talks about ‘how to unstereotype ads’
Says Harker, “Not only is it lazy brand’s reputation and image as you and the question “Do marketers need
marketing to create stereotypical continue to perpetuate an on-going strategic guidelines to get this right?”
marketing campaigns, but they are social issue," she says. Thus, an erosion applies.
damaging to the business (as well as of your brand’s equity and value in the Leshilo believes marketers do need
agency) from a brand and credibility market.” guidelines as well as an open mind
perspective. In the end, stereotypical Harker agrees. “Keeping this gender to get this right. “These guidelines
campaigns do not relect the real world stereotypical approach will ultimately need to be informed and deined by
where the roles and lives of men and affect the bottom line of their business, a deep understanding of the cultural
women have become increasingly as they will be isolating their consumer context and mindset of the people
blurred, and ultimately a consumer base and alienating segments of who consume your brand, to avoid
buys into a brand they believe a market that could be potential assumptions and stereotypes made
understands them as an individual and customers.” purely based on conventional views of
not as a statistic.” A point of emphasis is the role of gender.
Leshilo adds that the advent of the media: “Given how much power and “All marketing, including research
social media gave rise to a very vocal inluence the media has had on society and segmentation models, should
consumer who is unafraid to speak up in the past, people expect brands to be relooked and designed with a
and challenge what brands do and say. be responsible and play a more active more inclusive mindset beyond the
Photo: Business insider
Strategic Marketing - p27
