GENDERED MARKETING | The Checkout

Summary

The video script critiques gendered marketing strategies, highlighting how companies segment products by gender to boost sales. It discusses the historical reversal of pink and blue associations, the impact of targeted advertising on children's toys like LEGO, and the absurdity of gender-specific versions of identical products, such as body glide for sports. The script also touches on the use of color, shape, and packaging to define gender branding and the potential backlash from 'gender contamination.' It concludes by encouraging consumers to question the necessity of gender-specific products and consider the potential savings from ignoring these marketing tactics.

Takeaways

• 🎨 The concept of market segmentation is used to divide consumers into smaller groups, which is believed to be beneficial for business.
• 👶 Traditional gender stereotypes have been used to market products to children, with 'frills for girls and paws for boys'.
• 🔄 Historically, pink was considered a stronger color for boys, while blue was seen as more delicate and suitable for girls.
• 🧩 Market segmentation in toys has led to the creation of gender-specific versions of the same product, such as LEGO Friends, which increased LEGO's revenue significantly.
• 💰 Companies use market segmentation not just to sell more products, but also to charge more for gender-specific versions, like 'Body Glide for Her'.
• 🛍️ Beyond color, companies use shape, texture, packaging, and branding to define the gender of a product, influencing consumer choices.
• 🚫 Gender contamination occurs when a product is so strongly associated with one gender that the opposite gender refuses to buy it.
• 🧴 Examples of gender marketing include men's skincare products with 'masculine' branding to appeal to male consumers.
• 💻 There are instances of products being specifically designed and marketed for women, such as the 'Floral Kiss' laptop and 'Pens for Her'.
• 🛍️ Unilever's Signal White toothpaste is an example of a product that was initially for the whole family but later segmented into gender-specific versions to boost sales.
• 🤔 The script encourages consumers to question whether they are buying products solely because of their gender-specific marketing and to consider the potential savings from choosing products outside their gendered range.

Q & A

What is the main theme of the script?

The main theme of the script is gendered marketing and how products are segmented and marketed differently to men and women, often leading to higher costs and reinforcing gender stereotypes.

How does the script describe the concept of market segmentation?

The script describes market segmentation as dividing consumers into smaller groups to improve business outcomes. It points out that an easy way to divide humanity is by gender.

What historical perspective on gender colors is mentioned in the script?

The script mentions that historically, pink was considered a stronger color suitable for boys, while blue, being more delicate and dainty, was seen as prettier for girls.

What example is given to illustrate how gendered marketing can increase sales?

The script cites LEGO's introduction of the LEGO Friends line, which tripled the number of girls using LEGO and increased the company's global revenue by 25%.

How does gendered marketing impact the pricing of products?

Gendered marketing often leads to higher prices for products targeted at women. For example, Body Glide for Her costs nearly 60% more per gram than the original version, despite being essentially the same product.

What is 'gender contamination' according to the script?

Gender contamination refers to a product being so strongly associated with one gender that the other gender refuses to buy it.

How did Dove adapt its branding to enter the male skincare market?

Dove adapted its branding for men by using stand-up capitals, a battleship gray background, and squared-off curves on its iconic soap bar to give it a more manly appearance.

What are some examples of products with 'stupid man names' mentioned in the script?

Examples of products with 'stupid man names' include Mancow, Ruger, Brotox, and Guyliner.

How did Unilever's Signal toothpaste line change to exploit gendered marketing?

Unilever's Signal toothpaste line initially targeted the whole family, but then introduced a glittery gold version for women and a mannish version for men to drive market growth.

What advice does the script offer to consumers regarding gendered marketing?

The script advises consumers to question whether they are buying a product just because it is marketed to their gender. It suggests checking out the other half of the range to potentially save money.