Gender-neutral marketing: exploring marketing strategies beyond the gender stereotypes

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bachelor_Ferm_Noora_2024.pdf (1.24 MB)

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School of Business | Bachelor's thesis
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Date

2024

Department

Markkinoinnin laitos

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Mcode

Degree programme

Markkinointi

Language

en

Pages

44+6

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Abstract

This thesis explores the use of gender stereotypes in marketing practices and the need for gender-neutral marketing. The aim is to provide a comprehensive overview of gender stereotypes used in marketing and their effects on consumers as well as suggest strategies for gender-neutral marketing. The thesis also discusses the current marketing scene considering gender representation and why is it important to have more inclusive representation of all binary and non-binary genders. Gender stereotypes and their use in marketing with a special focus on advertising portrayals was studied through comprehensive bibliometric analysis and literature review that reveals the complexity of gender portrayals. The findings of this thesis highlight the need for more inclusive gender representation and a need for further research on the topic of non-binary genders in marketing to gain a better understanding of needs of the customer segment. The findings provide valuable insights on gender-neutral marketing tools for managerial decision-making.

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Thesis advisor

Sakhnovskaia, Elizaveta

Keywords

gender-neutrality, gender stereotypes, gender in advertising, gender stereotypes in advertising, gender in marketing

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https://urn.fi/URN:NBN:fi:aalto-202501261736

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[kand] Kauppakorkeakoulu / BIZ (Open Access)