The dangers of gender marketing

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Activities that were traditionally considered masculine are increasingly being adopted by women, especially in technical or manual work. Likewise, more and more men are engaged in care activities. This social change also implies a shift in interests typically associated with gender . A gender marketing strategy that aspires to be successful (with effects on sales) must contemplate these changes in interests and habits and recognize social transformations.

One thing to be careful about is that such a strategy is not always appropriate, as not all products require gender-specific marketing. This is the case for food items such as fruit and vegetables, but also for printing paper, ink cartridges, etc. Limiting the product to a specific target audience also entails another risk, because if a product is marketed as typically male or female, it automatically loses its appeal to the other gender , which can easily lead to a major marketing disaster. If the consumer senses that a realtor email database product is represented in a simplistic, inflated or offensive way, he or she will not hesitate to distance himself or herself from it. Many products have failed with their female clientele because they adhere too closely to the cliché of “feminine.”

Gender marketing: tips for success
Gender marketing is a tricky business . If the interests and needs of men and women are not understood precisely and handled sensitively, it is difficult to succeed. This means that marketers need to analyse exactly which strategy is best suited to each product. Gender marketing should only be used when the requirements of men and women for a product differ greatly . If the specific needs of both men and women can be met successfully, then the customer base can be significantly expanded.

The following tips will help you succeed:

Avoid “Pink it, shrink it” : A gender marketing strategy used to be to make products smaller and pinker. Nowadays, you should not implement such a strategy. Instead, you should take into account the needs of different target groups to increase customer satisfaction.
Avoid stereotypes : If you use stereotypes in your gender marketing strategy, you will have to face massive criticism or rather a shitstorm. Therefore, avoid stereotypes and advertise without clichés.
Consider the individuality of the person : not all men and women are the same. Therefore, avoid assuming that a gender must meet certain characteristics or preferences.
Keep the target groups open : There are several sectors that do not differentiate between products for men and women. In the cosmetics sector, however, the designation “for men” or “for women” is still popular. If you want to be successful, the best option is to highlight the characteristics desired by the target group. This way, for example, you make it easier for men to access products that were actually designed for a “female” target group.
Think ahead : Every day there are more people who do not identify with a gender. Therefore, do not insist on the male-female dichotomy. With an inclusive marketing strategy you can achieve better results.