What is gendered marketing?

Gendered marketing involves segmenting the market and tailoring products, services, and communications according to gender, often based on stereotypes or perceived differences. Historically, it has boosted sales by targeting men and women differently, as seen in gendered toys or cigarettes marketed to women. However, this approach is now being challenged. Brands must evolve to reflect all gender identities and move beyond potentially discriminatory stereotypes. A more inclusive society expects genuine strategies that avoid gender washing and authentically celebrate diversity.