This video explains the crucial role gender identity plays in product choice and marketing messages.
- Gender identity is an important component of a consumer's self concept. People often conform to their culture's expectations about how those of their gender should act, dress or speak. We refer to these sets of expectations as sex roles. Of course, these guidelines change over time and they differ radically across societies. As the famous book says, Men are from Mars, Women are from Venus. Gender differences are important for marketers to understand.
Consider the differences market researchers observe when they compare the food preferences of men to those of women. Women eat more fruit, men are more likely to eat meat. As one food writer put it, boy food doesn't grow, it is hunted or killed. Indeed, consumers do tend to view meat as a masculine product. In one case, a company that sells soy patties, found that men viewed the food as feminine so its solution was to add artificial grill marks on the patties to make them look like cuts of meat.
Another popular book once proclaimed, Real Men Don't Eat Quiche. In addition to Quiche, marketers promote many sex typed products. They reflect stereotypical, masculine or feminine attributes and consumers associate them with one gender or another. For example, the EPad Femme builds itself as the world's first tablet made exclusively for women. It comes preloaded with a pink background and a number of apps related to Yoga, grocery shopping, weight loss and cooking.
In contrast, Androgyny refers to the possession of both masculine and feminine traits. Androgyny can open new markets if marketers can expand the reach of their target audience. Some companies that sell exclusively to one gender may therefore decide to test the waters with the other sex when they promote gender bending products which are traditionally sex typed items adapted to the opposite gender. For example, the recent profusion of merchants that sell pink guns for women.
The gay market is significant and it may represent untapped business for many companies. To put things in perspective, the so called LGBTQ market is about as large as the Asian American population currently at about 12 million people. These consumers spend in the range of 250 billion to 350 billion dollars a year. A Simmons study of readers of gay publications found that these readers are almost 12 times more likely to hold professional jobs, twice as likely to own a vacation home and eight times more likely to own a notebook computer compared to heterosexuals.
Of late, the cultural spotlight has turned on transgender people, helped along by the media attention paid to a character in a popular TV show, Orange is the New Black and the debut of former athlete and current reality TV star, Bruce Jenner in her new identity as Caitlyn Jenner on the cover of Vogue. Our definitions of gender continued to evolve as a global third gender movement picks up steam.
For example, California now allows residents to register as non binary, if they don't see themselves as traditionally male or female. Gender definitions are increasingly fluid and it's important for marketers to keep us with these important changes in order to discover new opportunities.
First, learn the importance of consumer behavior in helping us understand when, why, and how purchasing decisions are made. Michael shares how factors such as color, shape, and sound influence our perception of brands and products. He discusses gender identity and products geared towards different genders, as well as how consumer lifestyles, values, and attitudes affect product preferences. Michael also goes into external influences on consumer behavior, covering how groups make decisions and how ideas spread. Finally, Michael explores the role emotion plays in purchase decisions, and how you can structure messages to maximize persuasion.
- Sensory marketing as a strategic tool
- How gender identity can affect product choice
- Personality and brand image
- Decision-making in groups
- Retailing as theater
- How ideas spread through the market
- Persuasive communications
- Influencing consumer behavior