The Evolution of Gender-Related Marketing [PODCAST]
June 30, 2021
The following is republished with the permission of the Association of National Advertisers. Find this and similar articles on ANA Newsstand.
Gender norms are shattering fast. Procter & Gamble, Mattel, and Mastercard are just a few of the brands that are moving their advertising beyond the binary and marketing their products in ways that don’t adhere to pink and blue protocols. With more than 12 percent of U.S. millennials identifying as transgender or gender-nonconforming and 20 percent identifying as LGBTQ, marketers can no longer take traditional gender constructs for granted.
Brent Miller, senior director, global LGBTQ+ equality; creative content and partnerships at Procter & Gamble, and Lisa Kenney, CEO of Reimagine Gender, are at the forefront of these changes, from both a brand and policy perspective.
In this episode of Champions of Growth, Miller and Kenney provide valuable insights about what changes in gender marketing mean for CMOs, how to avoid “rainbow washing,” and the most effective ways for companies to communicate with a growing cohort of people who simply don’t view gender in the same way as previous generations.
