Male Marketers, It’s Time to Grow Up. Marketing to Women is Not Childs Play

Although intended to be humorous, the video below from BuzzFeed that shows how foolish it would look if co-workers were to carry out assumed childhood gender roles in the workplace, is pretty spot on.

It also reveals just a few of the stereotypical gender traits that are portrayed in advertising messages daily.

• All women must like pink, for everything
• Men should never like, wear or even consider the color pink, for anything
• Women cannot be mechanically-minded
• All men are mechanically-minded
• Only women like cooking, dolls, keeping house, fairytales, unicorns and rainbows
• Only guys like sports, fast cars, adventure and excitement, ninjas and dinosaurs
• Women are bossy and uptight divas
• Men are leaders and playful studs

So, if you want the female audience to choose your brand, forget what you learned as a child. Stereotyping women is one of the quickest ways to be shunned on the playground.

 

 

 

 

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Filed under: Advertising during recession, Buying Power of Women, Marketing to Women, Marketing to Women Myths, Targeting Women

Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising,Birmingham, AL. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email

6 Responses to “Male Marketers, It’s Time to Grow Up. Marketing to Women is Not Childs Play”

1. Bibijoux, on May 8th, 2014 at 12:52 pm Said:

   As consumers most women focus on practical decision making.They make decisions based on value, on how the product helps simplify their lives, and at least for me, whether the quality of what they bought brings beauty to their lives. Not that far different than Steve Jobs’ philosophy of perfectly merging aesthetics with functionality. -Make a good product that works well, is pleasing to look at and makes my life easier….. et voila’, you have my attention. When women say they feel misunderstood as consumers, it just means you might want to to go back to the drawing board and reread what I just wrote. Good luck.

2. sheconomy, on May 8th, 2014 at 3:06 pm Said:

   I completely agree!

3. Misandry Much?, on May 8th, 2014 at 3:01 pm Said:

   How wonderfully offensive of you!

4. sheconomy, on May 8th, 2014 at 3:05 pm Said:

   🙂

5. Francene, on May 11th, 2014 at 7:29 pm Said:

   So what do you think women really want? A choice on the diner menu featuring :recipe of the week ; with recipe attached ( something quick yet nutritional. Style shows during lunch featuring women’s and children’s clothes.

   History of……feature an interesting item say “make-up or perfume….”lady mechanic ideas”….websites for bargains
   list…..open job lists …..current reader’s list. Short programs on health happiness and “surprise guests”

   I did this for a lunch and learn and attracted 300-400 per month for specific lunches. Maybe open three days during the week and Saturdays.

6. Action Figure Games, on June 24th, 2014 at 11:18 pm Said:

   Action Figure Games

   She-conomy