aalto1 untyped-item.component.html
Gender-neutral marketing: Exploring marketing strategies beyond the gender stereotypes
Loading...
URL
Journal Title
Journal ISSN
Volume Title
School of Business |
Bachelor's thesis
Unless otherwise stated, all rights belong to the author. You may download, display and print this publication for Your own personal use. Commercial use is prohibited.
Authors
Date
Department
Major/Subject
Mcode
Degree programme
Language
en
Pages
44+6
Series
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.