Being inclusive of gender-neutral 

15th August 2022

Is gender-based marketing still relevant to brands? We live in an ever-changing society which can cause issues in knowing what consumers want from your brand. Typically seen, gender is a fixed definition. However, society now accepts this not to be the case. So how have we adapted? Within this blog, we will discuss the background behind gender neutrality, how to create a gender-neutral campaign and the benefits of a gender-neutral campaign.

What does gender-neutral mean? 

Gender as a concept is going through a change lately, especially in western cultures with Gen Z and Millennial consumers. It is believed that rather than gender being a male/female concept, it is a fluid concept where gender self-identification can evolve. ‘Globally, about 2-3% of populations in European counties identify as transgender or non-binary. In the US, one in five adults knows someone who uses a gender-neutral pronoun,’ according to Gender-Neutral Marketing: It’s More Than A Trend

Gen Z expects brands and other people to give up these divides on gender. ‘48% of Gen Z consumers and 38% of consumers in other generations value brands that don’t classify products by gender,’ according to Gender-Neutral Marketing: It’s More Than A Trend. This form of marketing creates a new consumer base by allowing them to view a brand’s product/service without focusing on the constraints of gender. ‘According to a 2021 study published by advertising agency Bigeye, half of the Gen Z individuals surveyed agree that binary gender labels are outdated, and 56% of Millennials believe the same; this shift requires brands to evolve with their customers and requires some soul searching to determine whether current marketing is falling into gender stereotypes,’ according to The advantages of gender-neutral marketing

Creating a gender-neutral strategy

Essentially gender-neutral marketing comes under inclusive marketing. Inclusive marketing acknowledges diversity and brings more people into a brand’s target audience. This is done by knowing the target market’s different needs, experiences, and perspectives. 

At GottaBe! Marketing, we work on ethnic and inclusive campaigns; we help clients create these strategies while selecting the right avenue of inclusive marketing. 

To create a strategy with a gender-neutral approach, you should start by identifying your current audience and see what diversity you need to reach your target audience. Try to find value or relevance in how your product can be used by all and not restricted to just use by one gender. Specific industries have already embraced gender-neutral marketing and products, such as apparel, cosmetics, and FMCG segments. Make sure your language is gender neutral by using plural pronouns. Ensure that artwork used is inclusive when representing services. ‘Don’t segment your audiences based on traditional gender norms. When building personas, focus on buying behaviours rather than gender,’ according to The advantages of gender-neutral marketing

Gen Z embraces the idea that gender is a fluid concept, and by removing that factor, you have to consider other aspects of the person. To that end, in marketing, gender can no longer be used to define a person or to determine specific characteristics.  Gender-neutral marketing isn’t simply changing pronouns and getting rid of stereotypes; it is about breaking past traditions and being fully inclusive. ‘ …for brands that target younger consumers and want to move towards gender-neutral marketing—similar to greenwashing—some settle for purely “cosmetic repairs”—for example, dropping the pink/blue product packaging or making their language more inclusive. However, merely adding a “unisex” descriptor to your product isn’t enough to get your brand into ‘neutral’ territory to better connect with your target audience. The changes in your marketing must be more meaningful, well-thought-out, and intentional,’ according to Gender-Neutral Marketing: It’s More Than A Trend

Benefits of doing gender-neutral marketing

Gender-neutral marketing is about being inclusive. It is a form of inclusive marketing that will allow your brand to be open to all. ‘You prevent your brand from unintentionally excluding anyone who doesn’t identify as male or female. This includes transgender, gender non-conforming, gender-fluid, or a gender people. Your brand becomes more diverse and inclusive when everyone is included, which can be a major selling point for today’s socially conscious consumers. You communicate that your brand is respectful of all gender identities. In an age where businesses are being called out for using sexist or transphobic language, using gender-neutral language sends a powerful message that your brand is progressive, forward-thinking and values diversity. You tap into a larger market by including values that might count by the time your customer has to make their mind between two options,’ as mentioned in Gender-Neutral Language: The Proven Marketing Benefits

At GottaBe! We strive to do inclusive marketing in every campaign with every client. By being inclusive, you are opening your brand up to a broader audience and identifying yourself with more diverse groups. This is important when your brand is trying to target Millennials and Gen Z, as they will go with brands that meet their ethical expectations. If you are interested in including gender-neutral and inclusion marketing in your strategy, contact our team today

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