011 - 41833126
Different products have been marketed toward different audiences since the advent of mass consumer spending. Since customers have different needs, desires, values, and concerns, having a target audience is an integral part of the territory of selling things. Many brands, however, have long defined their audiences with a heavy reliance on gender roles. Pink was for girls, blue was for boys. While in the personal care, toy, and household products industry this gender-specific marketing was particularly pronounced, it really extended throughout all markets, from food and beverages to beer and beyond.
Over the last few years there has been increasing resistance to gender-specific consumer packaged goods, and a new trend has emerged toward gender-neutral packaging. New brands in the personal care industry have been the most visible and vocal about steering away from out-of-date gender tropes, but regardless of company size or product offering, many brands have recognized the importance of rethinking how they are using gender-specific marketing.
There are complex sociological reasons behind the demand for gender-neutral products, so it’s essential for brands to consider their identities as a whole before making superficial changes to packaging and label design. It’s a mistake to try to trick increasingly informed customers who have more access to products than ever before by changing out a color here or there. But once you’ve decided that being more inclusive is a principle you uphold and you’re ready to reach a wider market with your product, gender-neutral label and packaging choices are a superb way to communicate your values to potential customers. And as Design Analytics puts it: “Let’s face it—unisex sells.”