The importance of identifying your target demographic cannot be overstated. It may involve constant research because there’s always a lot to learn about potential customers.
Knowing what consumers expect from you may not be easy considering our dynamic world, which includes evolving cultural norms and changing priorities. In recent years, it has become apparent that we need to reevaluate our use of gender in marketing.
Gender is a well-established, primary segmentation factor, making it easy to set up and customize campaigns around. You’ve seen brands that use pink for female products and blue for male products.
In this article, we will explain why gender-based marketing may no longer be effective and the changes you need to make.
Brand Models
Brands have increasingly accepted gender diversity when choosing their spokespeople and models. While Ellen DeGeneres might have been an exceptional Cover Girl, the cosmetics firm has now gone one step further by unveiling its first-ever cover guy. James Charles will feature in various prints and online ads for So Lashy, their new mascara.
Packaging Design
In the past, products in the fashion and beauty industries were packaged to appeal to either the male or female gender. You can easily tell what gender a package is designed for by its color scheme, graphics, and bottle shape.
Gender-specific product packaging is becoming less popular nowadays and is being replaced with more universally appealing neutral hues and architectural, minimalist designs. This is also why brands need more customized packaging in order to align their values.
In addition to how the items are marketed, the products themselves are evolving. The cosmetics and skincare products that are being offered by apparel and beauty product firms now cater to all sexes and ethnicities. Designers are also releasing premium perfumes that anybody can use, regardless of their sex.
Branding Technique
The gender-specific restrictions of branding techniques are slowly fading off. Advertising has now evolved from regarding items as for “him” or “her” to for “us” or “you.”
Notably, the market for gender-neutral clothes is expanding. According to both Vogue and WWD, the future of fashion will be genderless, and this transformation is already underway.
To the joy of shoppers, a considerable number of fashion brands, including Gucci, LV, Levi’s, and Urban Outfitters, introduced gender-neutral collections to retail outlets.
In order to advertise new product releases, businesses are now recruiting models with a broader range of body shapes, gender identities, and ethnic backgrounds. This inclusion also appeals to a lot of customers.
Keep in mind that the two factors that influence consumer decision-making are their surroundings and societal values. It depends on your brand’s overall stance and the creative choices you make for each campaign, whether these concepts are validated or not. In addition, younger customers pay more attention to inclusive advertising when it comes to buying choices.
Making the Move
Some firms may prefer taking their time before excluding gender from their marketing and product development. For some, it is because they feel safer sticking to well-known grounds. Other brands have target markets that appreciate gender-based marketing.
However, firms that cater to younger customers and are moving towards gender-neutral marketing have chosen to take the bold move.
