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Marketing Beyond the Gender Binary
Article

Marketing Beyond the Gender Binary

Marketers must rethink gender to win the next generations of consumers.


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Editorial Rating

9

Qualities

  • Applicable
  • Overview
  • Concrete Examples

Recommendation

Concepts of gender identity are changing rapidly – and driving changes in consumers’ expectations. For brand marketers, this brings opportunities to know customers better and serve their needs more accurately as well as challenges to align marketing efforts with new and shifting gender concepts. Including numerous examples of brands that incorporate these new concepts with authenticity, Dipanjan Chatterjee and Nick Monroe from Forrester Research outline the necessity and rewards of embracing an inclusive view of gender identity.

Take-Aways

  • Attitudes about gender are changing.
  • To heed new gender concepts, adjust your products and other aspects of your marketing mix.
  • Marketers will need to take a holistic – and heartfelt – approach.

About the Authors

Dipanjan Chatterjee is a vice president and principal analyst at Forrester Research, where he heads the brand strategy research practice. Nick Monroe is a researcher at Forrester and a doctoral candidate in sociology at Brandeis University.