“We fundamentally believe that we will make better business decisions if we have diversity in thinking … and that requires equal gender participation.”
Jonas Prising, ManpowerGroup CEO
Introduction:
In the realm of marketing, gender stereotypes have long been ingrained in strategies, shaping consumer behaviour and perpetuating societal norms. However, as society progresses and perspectives evolve, there’s a growing awareness of the impact and implications of these stereotypes. This blog aims to delve into the process of deconstructing these preconceived notions in marketing strategies.
Historical Context
Historically marketing perpetuated traditional gender roles by reinforcing stereotypical ideals of masculinity and femininity. Advertisements often depicted women as housemakers, responsible for household chores and childcare, while men were depicted as breadwinners and decision-makers.
Toys, household products, fashion, and even food were categorized and marketed distinctly to boys/men or girls/women based on societal expectations of gender roles.
Advertisements often featured stereotypical imagery aligned with societal gender norms. For instance, pink and floral designs for girls’ products & blue and bold imagery for boys’ products.
Advertisements often employ gender-specific language, subtly reinforcing stereotypes & expectations associated with gender.
Deconstructing Gender Stereotypes in Marketing:
Deconstructing gender in marketing involves critically analyzing, challenging, & dismantling the traditional and often harmful representations of gender in advertising and promotional campaigns. Here’s how to approach the deconstruction of gender stereotypes in marketing.
- Diverse Representation
- Inclusive Imagery: Challenge traditional representations by depicting a diverse range of genders, body types, ethnicities, abilities and identities in marketing materials.
- Varied Roles: Show individuals breaking free from traditional gender roles, engaging in activities and careers not typically associated with their gender.
2. Language and Messaging
- Gender-Neutral Language: Avoid language that reinforces stereotypes. Use inclusive language that doesn’t assume gender roles.
- Empowerment and Equality: Craft messaging that emphasizes equality, empowerment, and breaking free from societal expectations based on gender.
3. Challenging Product Categorization
- Gender Neutral Products: Avoid strictly labelling products as “for men” or “for women” when it’s unnecessary. Instead, focus on the product’s qualities and benefits.
- Varied Targeting: Consider targeting products towards needs and preferences rather than traditional gender roles.
4. Intersectionality and Inclusivity
- Consider Intersectionality: Understand that gender is just one aspect of a person’s identity; consider interesting factors like race, ethnicity, sexual orientation and more in marketing material.
- Celebrate Diversity: Highlight the richness of diverse experiences and identities to create a more inclusive marketing landscape.
5. Engage the audience in the Conversation
- Interactive Campaigns: Create marketing campaigns that encourage dialogue and participation, inviting the audience to share their experiences and perspectives on gender stereotypes.
- Supporting social cause: Align marketing efforts with causes promoting gender equality, diversity, and inclusivity to show a brand’s commitment beyond just profit.
Case studies:
Dove’s “Real Beauty” Campaign
16 years ago, Dove launched its revolutionary “Campaign for Real Beauty.” They were looking for a way to revive their brand, so they began by conducting a study that involved more than 3,000 women in 10 different countries, to learn about women’s priorities and interests – which reported that only 2% of women considered themselves beautiful. Since the brand was beginning to introduce more beauty supplies into their product line, they saw an opportunity to start by starting a conversation about beauty.
Such a campaign was never seen in advertising history at that time. Due to the strong message, it garnered massive attention and got people questioning whether we need to think ethically and holistically about branding. Regardless, it clearly had a great impact, with a sales increase to $4 billion (about $12 per person in the US) from $2.5 billion (about $8 per person in the US) in its opening campaign year. Not only has this campaign helped Dove successfully increase its sales and awards received, but it has also increased women’s confidence. Harvard psychologist Nancy Etcoff examined the campaign and found that more women would describe beauty on a wider variety of qualities outside of just looks, such as confidence and unique traits.
Manyavar Mohey’s #KANYAMAAN
In India, weddings are all about rituals and traditions that bring about a happy union. These age-old Hindu rituals have been an intrinsic part of our society and one of the most important beings ‘Kanyadaan.’ Questioning this outdated practice, Alia Bhatt and Mohey’s ad aimed to promote a more inclusive and equal space for women in marriage and in life. It strives for a balance between tradition and equality. Throughout the film, Alia talks about a new idea that creates a union between the ritual itself and its underlying thought process placed in the modern context.
However, the campaign did not do well with social media trolls. They called for a boycott on the brand for targeting the Hindu religion, but the brand did not bow down. The campaign was an important reminder that we need to take another look at regressive practices that benefit patriarchy.
Companies Leading the Trend to Break Gender Stereotypes: –
- Unilever (Dove):
Dove continues to challenge beauty stereotypes with campaigns like “Project #ShowUs”, featuring a diverse collection of unaltered images of women from around the world.
2. Protector & Gamble (Always):
Always owned by P&G, launched the “End Period Poverty” campaign, addressing stigmas around menstruation and advocating for gender inclusivity.
3. Nike:
Nike’s “Dream Crazier” campaign celebrates female athletes who have defied gender norms, inspiring women to break barriers in sports.
4. Google:
“The Most Searched” ad series highlights real people & their stories, challenging stereotypes and showcasing the diversity of human experiences.
Prediction for the Future of Gender-Inclusive Marketing: –
- Rise of Authentication Narratives:
Consumers will demand more authentic and genuine portrayals of gender diversity in marketing, pushing brands to share real stories that resonate broader audience.
2. Continued Embrace of Diversity:
Brands will increasingly prioritize diverse representation, not only in the terms of gender but also considering intersections with race, age, ability, and LGBTQ+ identities.
3. Increased Consumer Activism:
Consumers will become more vocal and discerning, supporting brands that align with their values and actively participating in discussions around gender inclusivity in marketing.
4. Regulatory Changes:
Governments may introduce or strengthen regulations related to gender representation in advertising, pushing companies to adopt more inclusive practices.
Call to Action for Marketers to Embrace Inclusivity:
- Challenge Stereotypes Head-On:
Interrogate your messaging and visuals to ensure they reflect a diverse spectrum of identities and break free from limiting stereotypes.
2. Prioritize Authenticity:
Invest in campaigns that highlight genuine stories, embracing the richness of varied backgrounds, genders, and lifestyles.
3. Educate and Sensitize Teams:
Implement training programs that sensitize your team to diverse perspectives, encouraging an inclusive mindset in every aspect of campaign creation.
4. Regulatory Evaluate and Evolve:
Establish a feedback loop and consistently assess the impact of your marketing strategies, making adjustments to align with evolving standards.
5. Collaborate with Diverse Voices:
Engage with influencers, content creators, and experts from diverse backgrounds to bring authenticity and credibility to your campaigns.
6. Support Inclusive Causes:
Allocate resources and partnerships to actively contribute to initiatives that champion diversity, both within and beyond your industry.
Conclusion
In conclusion, the deconstruction of gender stereotypes in marketing is not just a paradigm shift; it’s a revolution. It’s a call to reshape narratives, redefine standards, and create campaigns that truly resonate with the diverse and dynamic world we live in. Embracing this change is not just good for business; it’s a stride towards a more equitable and empathetic future.
References
“Gender stereotypes in advertising: a review of current research”-Taylor and Francis Online The Review of Marketing Communications | Published online: 11 Jul 2016. Volume 35, 2016 – Issue 5: Gender Issue in Advertising. https://www.tandfonline.com/doi/abs/10.1080/02650487.2016.1203556
“Do Marketers Use Gender Stereotypes?”. Article by Lucy Koch | Feb 26, 2019 – Insider Intelligence
https://www.insiderintelligence.com/content/do-marketers-use-gender-stereotypes
“Yes, Marketing Is Still Sexist”- The New York Times By Mara Altman Aug. 26, 2021. https://www.nytimes.com/2021/08/26/us/marketing-industry-sexism-brandsplaining.html
“DOVE’S “REAL BEAUTY” CAMPAIGN: BODY POSITIVE PROMOTION OR GENDERWASHING?” – THE UNIVERSITY OF BRITISH COLUMBIA. https://cases.open.ubc.ca/doves-real-beauty-campaign-body-positive-promotion-or-genderwashing/
“Mohey redefining rituals with a new gesture of ‘KANYAMAAN’”-All About Marketing | September 20, 2021. https://allaboutmarketing.in/mohey-redefining-rituals-with-a-new-gesture-of-kanyamaan/
“A visual analysis of gender stereotypes in campaign advertising” Research Gate. July 2019. Politics Groups and Identities 9(2):1-18 – Colleen Carpinella. https://www.researchgate.net/publication/334292197_A_visual_analysis_of_gender_stereotypes_in_campaign_advertising
Authorship Credits
Sahil Khatwani is a Business Studies Student and a Research Intern at Mandonna
Graphics Credits
Prapti is a sociology student at Maitreyi College and a Graphics Intern at Mandonna
