Page 30 - Journal of Strategic Marketing Magazine - April 2019
P. 30
GENDER-FLUID MARKETING
traditional notions of gender,” she marketers are embracing gender its #smashthelabel campaign, the
asserts. luidity’, “In the end, the emergence of Castle Lager brand has taken a bold
Harker says more self-awareness gender-bending advertising campaigns stance against all stereotyping, with
is required about the message that is is a reminder that brands need to invest communication that is inclusive of all
being portrayed. “In my experience, in getting to know this post-Millennial genders and sexual orientations, a irst
having a culturally and gender generation.” in the highly conservative world of
diverse team allows for campaigns Leshilo remarks that as we move South Africa with a traditionally male
to be viewed from all perspectives. towards a gender-neutral society, beer drinking market.
Real world opinions and perspective “many brands have embarked on this Rihanna’s Fenty Beauty fully
cannot be replaced with rules, it’s up to journey by taking a stance against the embraces a gender-neutral brand
the brands and agencies to immerse social issue of gender stereotyping as image through its communication and
themselves to be able to effectively a irst step. choice of inluencers of all genders and
communicate.” “I believe Gillette has been sexual orientation.
Leshilo says, “Gender luidity is real successful in having a bold point of “As the irst movers have been at
and it’s becoming the norm. I believe view on the issue of male toxicity, the forefront of this cultural zeitgeist –
All marketing, including research and
segmentation models, should be relooked and designed
with a more inclusive mindset beyond the traditional
notions of gender.
that it’s only a natural progression of which is often rooted in old ideas leading the conversation and igniting a
our society and it’s here to stay. about gender, by directly addressing movement – through bold actions and
“Gen Z, who have grown up it through their latest campaign. Audi’s points of view; the next wave of brands/
in a hyper-connected world with ‘Untaggable’ campaign showcased how more brands should simply embrace
unlimited access to information and powerful and dynamic women can be gender-neutrality as the norm or they
diverse global inluences, are the beyond the typical stereotypes placed may risk a backlash from consumers
most empowered and self-liberated on them.” and lose all credibility if they ind their
generation yet,” she comments. efforts to be insincere and just another
“They may very well be the irst No ‘woke washing’ allowed attempt at ‘woke washing’. It’s all about
truly free and openly gender-luid Commenting on other gender-relevant timing and authenticity!”
generation who embrace gender and campaigns, Leshilo says, “Through
sexual orientation with an open mind
and without judgement; and they will
continue to inluence and shape our
world and our cultural narrative with
new perspectives now and into the Iza Grek is an editor, sub-editor,
future.” blogger and award-winning
Jason Stein, founder and former journalist based in Johannesburg.
CEO of social media agency, Laundry Her interests include media and
Service, says, “You still have to be advertising, personal development,
psychology, and lifestyle and
authentic to what your brand is and organisational development.
who your brand is.”
Kelvin Claveria writes in his article
‘Ungendered: Why forward-thinking
p28 - Strategic Marketing
traditional notions of gender,” she marketers are embracing gender its #smashthelabel campaign, the
asserts. luidity’, “In the end, the emergence of Castle Lager brand has taken a bold
Harker says more self-awareness gender-bending advertising campaigns stance against all stereotyping, with
is required about the message that is is a reminder that brands need to invest communication that is inclusive of all
being portrayed. “In my experience, in getting to know this post-Millennial genders and sexual orientations, a irst
having a culturally and gender generation.” in the highly conservative world of
diverse team allows for campaigns Leshilo remarks that as we move South Africa with a traditionally male
to be viewed from all perspectives. towards a gender-neutral society, beer drinking market.
Real world opinions and perspective “many brands have embarked on this Rihanna’s Fenty Beauty fully
cannot be replaced with rules, it’s up to journey by taking a stance against the embraces a gender-neutral brand
the brands and agencies to immerse social issue of gender stereotyping as image through its communication and
themselves to be able to effectively a irst step. choice of inluencers of all genders and
communicate.” “I believe Gillette has been sexual orientation.
Leshilo says, “Gender luidity is real successful in having a bold point of “As the irst movers have been at
and it’s becoming the norm. I believe view on the issue of male toxicity, the forefront of this cultural zeitgeist –
All marketing, including research and
segmentation models, should be relooked and designed
with a more inclusive mindset beyond the traditional
notions of gender.
that it’s only a natural progression of which is often rooted in old ideas leading the conversation and igniting a
our society and it’s here to stay. about gender, by directly addressing movement – through bold actions and
“Gen Z, who have grown up it through their latest campaign. Audi’s points of view; the next wave of brands/
in a hyper-connected world with ‘Untaggable’ campaign showcased how more brands should simply embrace
unlimited access to information and powerful and dynamic women can be gender-neutrality as the norm or they
diverse global inluences, are the beyond the typical stereotypes placed may risk a backlash from consumers
most empowered and self-liberated on them.” and lose all credibility if they ind their
generation yet,” she comments. efforts to be insincere and just another
“They may very well be the irst No ‘woke washing’ allowed attempt at ‘woke washing’. It’s all about
truly free and openly gender-luid Commenting on other gender-relevant timing and authenticity!”
generation who embrace gender and campaigns, Leshilo says, “Through
sexual orientation with an open mind
and without judgement; and they will
continue to inluence and shape our
world and our cultural narrative with
new perspectives now and into the Iza Grek is an editor, sub-editor,
future.” blogger and award-winning
Jason Stein, founder and former journalist based in Johannesburg.
CEO of social media agency, Laundry Her interests include media and
Service, says, “You still have to be advertising, personal development,
psychology, and lifestyle and
authentic to what your brand is and organisational development.
who your brand is.”
Kelvin Claveria writes in his article
‘Ungendered: Why forward-thinking
p28 - Strategic Marketing
