While there is no standard definition to gender-based marketing, it essentially means marketing differently to a man versus a women (and vice versa). While target audiences help determine a marketing strategy, some gender-based marketing is seen as irrelevant and may feed into negative stereotypes.
Target, among other companies, has come under scrutiny for gender-based marketing, especially towards children. The toy aisle and other departments often use color schemes, advertisements, and gender stereotypes to separate boy’s items from girl’s. For example, in June, a mother tweeted a sign in Target that separated “Building Sets” from “Girls’ Building Sets.” The tweet went viral and was favorited and retweeted thousands of times.
Likely at least in part to the criticism, Target recently announced that stores will be removing certain gender-based signage over the next few months. Bedding and toys will be among the first departments to not include gender-based signs, suggestions, or colors. Other departments, like clothing, will be unchanged, where fit and sizing differ between the sexes.
Target’s changes may pave the way for other businesses and influence marketing trends in the future.
So, how are people reacting?
Gender-based marketing is nothing new, but some critics suggest it has become an increasing problem in today’s society. Opponents of gender-based marketing feel the separation of gender may limit the toys children play with and negatively shape their worldview around stereotypes. For example, products aimed towards females have historically been more domestic than those for males, including dolls and toys for cooking and cleaning. As a result, girls may feel like they have to be homemakers, and boys may feel like they cannot be.
While some have praised Target’s decision, others do not feel the same way and are disappointed that Target would give into political correctness. After all, while gender stereotypes may be present in toys, the toy companies do not force customers to buy them.
The way a child views gender can also be shaped by upbringing, personal values, and other factors. Getting rid of the signs may also increase time spent in the store, as it may become more difficult to find a specific item. While colors and labels may be deterring, there is also nothing physically preventing a boy from picking out a toy in a “girl’s” aisle and vice versa.
There are still others who believe removing colors and signs is not enough. The increase in gender-based marketing is not limited to the way products are marketed, and much of it has to do with the products themselves. Although Target will no longer have a pink aisle, for example, the packaging for many products speaks for itself. Since its release in 2011, LEGO Friends, a LEGO set made specifically for girls, has sparked a lot of controversy. This product line has been compared to the iconic 1981 LEGO ad depicting a little girl proudly holding up her LEGO creation. The 1981 ad makes no mention of gender and has a tagline of “What it is is beautiful,” while the LEGO Friends box is pink and purple and obviously targets girls.
You decide: When is gender-based advertising appropriate, and at what point should the line be drawn?
Blog post by: Kimberly Schwarzenbart
Sources:
http://www.nytimes.com/2012/12/23/opinion/sunday/gender-based-toy-marketing-returns.html?_r=0
http://www.huffingtonpost.com/2014/01/17/lego-ad-1981_n_4617704.html
http://www.post-gazette.com/business/pittsburgh-company-news/2015/08/11/Target-phases-out-some-gender-categories-in-its-products/stories/201508110056
