Does a pink design make a product more expensive? Gender marketing remains controversial and is sometimes prohibited. Today we explain when it would still make sense to use a gender-specific approach.
𝗪𝗼𝗺𝗲𝗻 = 𝗛𝗶𝗴𝗵𝗲𝗿 𝘄𝗶𝗹𝗹𝗶𝗻𝗴𝗻𝗲𝘀𝘀 𝘁𝗼 𝗽𝗮𝘆💰 Products for female target groups, such as the more expensive pink unicorn dust🦄, utilise clichés and are often more expensive (pink tax). Companies assume that women are more willing to pay more. According to marketing professor Michael Schleusener, this is true when products offer a special benefit, e.g. through design. Gender marketing makes sense when clear gender-specific needs are recognisable, but this is complex. Companies often rely on simple clichés such as colouring instead of adapting products in depth. The decisive factor is the actual benefit that these elements offer.
𝗚𝗲𝗻𝗱𝗲𝗿 𝗘𝗾𝘂𝗮𝗹𝗶𝘁𝘆 𝗔𝗰𝘁 ⚖️
One example of clumsy gender marketing is shown by A. Nattermann & Cie. with Buscopan, which was more expensive in pink packaging, although the formula remained the same. Such cases are prohibited in Germany by the Equality Act, but occur time and again, e.g. with pink shaving products. Today, manufacturers tend to focus on additional benefits through fragrances or design in order to justify higher prices. According to Schleusener, gender marketing has a negative reputation in Germany as it is associated with discrimination. However, he emphasises that targeted gender marketing can also draw women’s attention to products that they would otherwise overlook.
𝗧𝗵𝗲 𝗕𝗼𝘀𝗰𝗵 𝗰𝗼𝗿𝗱𝗹𝗲𝘀𝘀 𝘀𝗰𝗿𝗲𝘄𝗱𝗿𝗶𝘃𝗲𝗿🚧 One example is a handy cordless drill driver from Bosch, marketed specifically for women and adapted to their needs: lighter and easier to use. According to reviews, however, this does not mean that sales are restricted to women: ‘Men might also prefer a lighter drill driver.’
🗣️Bereits At the beginning of the century, Bosch’s gender marketing triggered a debate that remains open to this day. Schleusener emphasises that different online search behaviour should be taken into account when designing websites in order to do justice to both genders.
💙Blue and 💖pink marketing will not last, as such colour categorisations are social phenomena and are subject to change. Companies only use clichés as long as they are widespread. According to Schleusener, it is unclear whether marketing stereotypes are reinforced or merely reflected, and ultimately adapt to social changes.
What do you think about marketing stereotypes? Let us know in the comments!🖋️👇
