TED Talks Daily Why gender-based marketing is bad for business | Gaby Barrios
Nov 15, 2019
Gaby Barrios, a marketing expert known for her innovative approaches, discusses the pitfalls of gender-based marketing. She argues that this approach not only reinforces outdated stereotypes but also limits business growth. Barrios emphasizes the need for nuanced strategies that recognize diverse consumer behaviors and identities. By moving away from simplistic targeting, companies can better connect with customers and enhance brand loyalty. Her insights challenge traditional advertising norms and encourage inclusivity in marketing.
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Targeted Commercials
- Gaby Barrios and her friends watched the Women's World Cup on a Spanish-speaking network.
- They noticed an abundance of commercials for makeup, cleaning products, and diets, feeling targeted as Hispanic women.
Gender as a Shortcut
- While targeting specific demographics like women seems logical for marketers, using gender as a shortcut is bad for business.
- It limits brand growth and perpetuates harmful stereotypes, hindering both business and societal progress.
The Shift to Gender
- Historically, demographics like gender served as marketing shortcuts, simplifying consumer needs into buckets like cooking or cleaning.
- Over time, marketers forgot these initial needs and instead used gender as a primary differentiator.