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Gender Neutral Marketing

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Written by Carolin Fischer

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Bachelor Thesis


Business Administration>Marketing & Sales




Bachelor Thesis: Changes in gender classification Some studies have completed the investigation of "changes in gender classification", including changes in gender differences and definitions in our society over the past few decades. The question of whether they are defined by biology or society is an important question, which makes gender marketing and stereotypes questionable. According to Poaletti, “stereotypes encourage a simple way of looking at the complex world” (2015, p. 34). And divide our society into different categories, depending on our belief that gender and gender are binary. The stereotype also believes that testosterone Rex "consides that inequality and gender differences are natural, not cultural" (Fine2017, p.88). Gender categories are the main way to divide the social world. When we meet someone, this is usually the first thing we register. Our society "marks and emphasizes it with pronouns, names, titles, fashion, and hairstyles" (ibid.). Gender classification and gender equality have become major issues worldwide, especially the oppression of women by different cultures and countries. Afghanistan is the most oppressive regime. Women live in unworthy living conditions because they "refuse education, are prohibited from entering the workplace, and cannot take risks in public without men and burqas." In contrast, Sweden represents a social system in which women “have the highest level of representation in any national parliament in the world in terms of paid employment, extensive parental rights and children’s facilities” (Inglehart, Norris 2003). This significant difference conveys a clear message about the different ways in which gender is classified in social systems and different cultures. In contrast, women in the 19th century were fighting for their rights, and they were not even recognized as full citizens. It was not until 1882 that married women in the United Kingdom were allowed to own and control their own property—"In 1887, only two-thirds of the United States stated that married women were allowed to keep their income." (Saini2017). Traditional gender roles no longer exist in many countries. Men play the role of "housewives" and women hold senior positions in companies. Without the necessary arrangements to build society, gender equality has become more and more important and universal, and will become an important part of our future civilization. In conclusion, the research results show that our gender role classification has changed from traditional female roles to more independent versions over the years. Changes in gender classification and its results will support the relevance of gender-neutral marketing strategies and the disadvantages of gender-focused advertising. Marketing for Generation Z Another research has shown that marketing for Generation Z will become more and more relevant to the creative industries of the future. Generation Z is the population group after generation Y, also known as millennials or Gen Tech because of their addiction to technology (Rouse n. d.). The members of this generation who were born between the mid-1990s and the second decade of the 21st century "have more than 2 billion people, and Generation Z is the most populous generation group in history." They believe that gender and sexual behavior are a fluid structure that requires The individual is not defined (ibid.). Features such as using more phones than TV, less traditional attitudes, and greater flexibility in the workplace indicate that this group is becoming more independent and candid, which will affect current marketing strategies (Monnllos 2016). In addition, Gen Z strives to tolerate gender, sexual orientation, race, age, etc., which makes it difficult for marketers to define their target audience. With the increase in the number of Gen Tech members, the previous method of determining the audience based on gender and age and the value of income decline, because the current generation of the most populous generation has different lifestyles and ways of thinking (ibid.). This generation will continue to get rid of traditional stereotypes by increasing the visibility of gender diversity (Muttucumaru2017). They don't believe in stereotypes, they believe in "I" and want to be seen as individuals, rather than a group of people with the same interests (ibid.). In addition, they worry about the privacy issues of using social media on social media, such as snapchat and Secret and Whisperwhere messages, images and videos will be deleted once they are seen (Reynolds 2017). All in all, the marketing reference to Generation Zopinion is that "marketers and companies need to stop seeing them as a group of consumers with the same age, category, location, etc., and more as a group of unique individuals." (Reynolds , 2017) It is necessary to pay attention to the needs and interests of Gen Z because they are the future of our economy and are indispensable to the creative industries (ibid.). In addition, I will focus on researching statistics about Gen Z and its technologies, social media platforms, and the time they spend on them every day. This information will support a more detailed definition of gender-neutral marketing, focusing more on its target group, Generation Z. Toy Marketing Third, I investigated some research on the toy industry and its gender-focused products. The toy industry focuses on gender stereotypes, dividing their stores into pink departments, including things for princesses and dolls, and blue departments with cars and superheroes. (Checkout 2014). Read Less