In Insight, Marketing, Trend

Breaking traditional gender roles goes far beyond society’s perception of women and the push for equality between men and women. Addressing gender stereotyping to include issues of transgender, non-binary, and genderqueer people is also of growing importance.

“From a statistical standpoint, 50% of millennials feel that gender is on a spectrum, and 56% of Gen Zers know someone who uses gender-neutral pronouns,” said Andy Bossley, senior manager of global marketing campaigns at IBM, citing statistics pulled from a Fusion poll and a study from the The Innovation Group, respectively. With technology and data targeting marketing off intent and base signals, considering gender in one-on-one marketing has become unnecessary and potentially less accurate.

“From a dollar and cents standpoint […] a 5% increase in customer retention can lead to 95% more profits,” Bossley said. “If you are able to speak to an audience with the terms that they use in an inclusive way, you’re going to facilitate a brand that’s built on trust and respect.”

Read more in Marketing Dive.

Photo: Sandy Millar via Unsplash

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