Gender Marketing and Diversity Trends in Society PDF

Gender Marketing and Diversity Trends Learning Goals: ▶ To understand the changing way in which we market to different genders ▶ To understand how marketers are trying to increase diversity in their marketing Success Criteria: ▶ I can explain what trends are occurring related to gende...

Gender Marketing and Diversity Trends Learning Goals: ▶ To understand the changing way in which we market to different genders ▶ To understand how marketers are trying to increase diversity in their marketing Success Criteria: ▶ I can explain what trends are occurring related to gender and diversity ▶ I can evaluate an advertisement to recognize appropriate versus inappropriate use of gender and diversity ▶ I can debate whether or not gender based market segmentation is ethical or  Gender Based Marketing: Promotion and Placement Discuss with a partner: ▶ What do you notice about her surroundings? ▶ What are the marketing teams assuming about what boys want versus what girls want? ▶ Is this a good marketing technique? ▶ Is this an ethical marketing technique? Let’s Listen to Riley’s Thoughts  Gender Based Marketing: Product Offerings Discuss with a partner: ▶ What is Riley angry about? ▶ Why do you feel Captain Marvel, Scarlet Witch, Black Widow and the other female superheroes are not included? ▶ Do you feel these product development decisions are made consciously or subconsciously? Older Riley! What are your ▶ Is this a problem? thoughts?  Gender Based Market Segmentation ▶ During the 4 P’s and 2 C’s of marketing, we learned that markets divide the population up into to targeted market segments based on demographic, psychographic and geographic characteristics ▶ One common demographic that has traditionally been used to create distinct market segments is gender ▶ Traditional marketing clearly targeted certain product to boys/men or girls/women ▶ This marketing technique is now being challenged and the trends are changing  Gender Based Market Segmentation Your Turn: Find an example of a product that would traditionally be marketed to a certain gender but now has advertisements showing it being targeted more inclusively Learning Goals: ▶ To understand the changing way in which we market to different genders ▶ To understand how marketers are trying to increase diversity in their marketing Success Criteria: ▶ I can explain what trends are occurring related to gender and diversity ▶ I can evaluate an advertisement to recognize appropriate versus inappropriate use of gender and diversity ▶ I can debate whether or not gender based market segmentation is ethical or  Diversity in Marketing ▶ It’s vital for modern marketers to know their audience, but they should also remember that diversity extends beyond race alone ▶ promoting revenue and brand image means defining and communicating with audiences as individuals, including people of all ages, socio-economic classes, and genders ▶ the key to staying competitive lies in providing diversified content for diversified audiences, in a way that actually represents present-day society ▶ When people recognize themselves in messages, they’re more likely to respond ▶ Up to 83% of people pointed to better representing modern society as the reason marketing campaigns were impactful in a positive way Lego  Discuss with partner (2 min) How is the process of globalization creating more need for marketing departments to be aware of diversity? Can marketing teams afford to ignore diversity?  How Not to Include Diversity... ▶ You will be put in a group of 3 ▶ Go to the link below and have each group member read through one of the three examples of bad marketing decisions ▶ As a group, discuss what happened and how the marketing campaign failed ▶ 1. Houston 1836: New Name Fouls Out ▶ 2. "Felicia the Goat": Mountain Dew Goat Gone Baa-d ▶ 3. "La Vida Toma Visa": Lost in Translation https://www.inc.com/yuriy-boykiv/lessons-from-history-s-worst-multicultu ral-marketing-campaigns.html Are these better? Worksheet 4.5b Learning Goals: ▶ To understand the changing way in which we market to different genders ▶ To understand how marketers are trying to increase diversity in their marketing Success Criteria: ▶ I can explain what trends are occurring related to gender and diversity ▶ I can evaluate an advertisement to recognize appropriate versus inappropriate use of gender and diversity ▶ I can debate whether or not gender based market segmentation is ethical or