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Gender Issues |
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Vive la difference! Since women and men are so wonderfully different, it's no wonder that many brands try to address them in different ways. Where many brands fall down, however, is in stereotyping their audiences and forcing people into unwanted gender roles. In the past, marketing has often been aimed either at men, or at men's idea of women. Until the 1990s, little brand communication was aimed at women on their own terms.
A general movement toward equality between the sexes, together with greater self-assertion by women in marketing and media, means that now, fewer of Western society's commercial monologues (the media and advertising) are dominated by a male-oriented worldview. More companies have realized that women make buying decisions and wish to be addressed in ways that are not male-defined.
Automobiles, for example, were traditionally sold to men, until numerous studies made undeniable the fact that, not only do many women buy cars themselves, but in many families and couples in which the man buys the car, he listens to his wife's or partner's opinion. Once carmakers accepted this, they began to make changes, both to cars themselves (with changes such as a fold-down makeup mirror on the driver's side as well |
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