IDEAS home Printed from https://ideas.repec.org/a/aza/jbs000/y2023v11i3p241-247.html
   My bibliography  Save this article

Deconstructing gender in brand, products and marketing

Author

Listed:
  • Kenney, Lisa

    (Reimagine Gender, USA)

  • Skees, Sandy

    (Porter Novelli, USA)

  • Pitchel, Cali

    (Porter Novelli, USA)

Abstract

As society embraces diversity in gender, so too must companies. People are also expressing their opposition to the growing number of anti-LGBTQA+ legislative efforts, specifically those levied against the trans community. Research shows that a growing number of customers are expecting brands to move away from outmoded views of gender roles. Those brands that do not adapt to this shifting gender landscape will be left behind by the consumers of today and experience stunted brand growth and innovation. This paper explores how brands can navigate an all-gender approach to the social landscape as well as innovation, product development, marketing and communications. We will explore how companies can take a fresh look at gender — whether it be a decades-old organisations or a start-up — and the real challenges businesses face when rethinking stereotypical (and outdated) gender norms. It is time for companies to design, create and think beyond the binary: how does ideation, R&D and marketing look, feel and sound when brands embrace an expansive understanding of gender?

Suggested Citation

  • Kenney, Lisa & Skees, Sandy & Pitchel, Cali, 2023. "Deconstructing gender in brand, products and marketing," Journal of Brand Strategy, Henry Stewart Publications, vol. 11(3), pages 241-247, January.
    • Handle: RePEc:aza:jbs000:y:2023:v:11:i:3:p:241-247
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/7438/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/7438/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    brand; marketing; gender; identity; binary; innovation; product marketing; consumer profiles; media segmentation;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jbs000:y:2023:v:11:i:3:p:241-247. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.