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The Gender Debate and Marketing: Then and Now

We feel like we’ve come so far as a culture, don’t we – and yet… the gender debate continues. While gender equality has been legislated into much of the public arena, the problems on the private side – how each individual experiences or deals with gender roles or stereotypes in his/her own life, persist. I am fascinated that the recommendations of a 1998 report by Sue Tibballs (a U.K. gender trend researcher/expert) on making sense of sex differences still feels so applicable to today’s discussion.

In her report, Tibballs mentions at one point how commercial activity based on exploiting gender differences has grown (noting that that is not a bad thing), and then goes on to write:

But it is interesting to note that this commercial activity around sexual differences is not matched by any efforts to consider gender differences in the employment practices or culture of the industries themselves, nor in the potential social impacts of these marketing campaigns.

It could also be said that current interest in gender difference from the political parties has much in common with the commercial model. The parties are currently more interested in how they can ‘market’ themselves to appeal to women voters than they are in considering how they can form policy responses to gender inequalities, or promote women within the still male-dominated party ranks. [ed. note - remember this was written mainly for UK readers and about a decade ago.] The logic of sex difference in the private realm is that gender differences are accepted and investigated when something is to be gained. When there is some responsibility to be borne, however, gender differences seem to melt away!

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For brands, is it possible that the perhaps hidden gender baggage of marketing team members might influence understanding of the end consumer and the strategy development process in general? I think so. Without honestly admitting our own gender biases and opening up that discussion among ourselves first, it will be a lot more difficult, later, to see the consumer for who he or she really. By 2008, we’ve run out of excuses for why not to try.

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Wednesday, September 17th, 2008 in Consumer Behavior and Research, Gender Trends | Tags: , ,

  • I saw that European Parliament discussion, too, Cara - thanks for bringing that up. I wonder if any such discussion (from the governmental angle, I mean) could ever develop here. Advertisers seem to often take that lazy route. "Sex always sells - so let's use it to sell dental floss." Advertisers should take more responsibility, indeed, and I also think consumers have to call them on it much more strongly. The brand/advertising decision-makers listen to consumers - so what will cause more consumers to say "wait a minute..." This may be more a human behavior/sociological study/question than anything.. thanks much for your comments (both Liz and Cara).
  • Cara
    We are a society that is constantly bombarded with media images promoting harsh gender stereotypes. A recent advertisement for the popular fashion designers Dolce and Gabbana depicts a young woman being pinned down by an aggressive male, while under the curious gaze of other young men. Stumbling upon this ad in magazines or online can be detrimental to the mindset of young individuals, as it promotes violence towards women and straightjackets females into the roles of passive objects.

    In her article, addressing women, advertising, and fashion, Susan Bordo suggests, “It is the created image that has hold on our most vibrant, immediate sense of what is, of what matters, of what we must pursue for ourselves,” (103). Young women strive to be what they see in ads; stick thin models, usually dominated by men or obscurely hiding behind the latest fashion trends. It is no wonder that over five million women in the world suffer from eating disorders.

    Recently, the European Parliament scolded advertisers for sexual stereotyping and adopted a non-binding report that seeks to encourage them to change their gender degrading ways. This move should serve as the springboard for change within the industry. Advertisers must overcome their “gender baggage” and realize the detrimental impacts their messages have on society. Perhaps advertisements could focus on promoting the actual product rather than gender roles, a shocking presumption, but one that must be considered in order for our society to move forward, free of gender discrimination and stereotypes.
  • Andrea. Interesting post, very provocative. I love the term 'gender baggage' and think that this subject should be incorporated into every ad course in college, not to mention employee training sessions.
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