US Insights

When Will Marketers Get Gender Targeting Right?

Kate Ginsburg

VP, Product Marketing & Innovation

Brands 02.14.2019 / 10:00


Progressive targeting can be as simple as challenging outdated and over-simplistic assumptions.

In the first part of our AdReaction: Getting Gender Right series, we discussed that while most marketers think they are avoiding stereotypes, female marketers are more wary than their male colleagues. In chapter two, we explore Getting Gender Targeting Right.

The issue is not that marketers aren’t trying to target women. Turning on a TV or opening a magazine will demonstrate a wealth of ads attempting to appeal to women. In fact, Kantar’s Link™ ad testing shows that women in the US may be overtargeted in categories like household products and laundry and under-targeted in other areas, like beverages and automotive.

Some categories are beginning to adopt more balanced attitudes toward gender targeting, particularly in categories like laundry products and household cleaners that historically suffered from the most stereotypically-female targeting strategies in the US.


Progressive targeting can sometimes be as simple as challenging outdated and over-simplistic assumptions. Don’t men also need to wash their clothing? Women purchase and drive cars, right?

This move toward a cultural correction in gender targeting is an important societal change, but also can have a direct impact on brand value. BrandZ data from 2016-2018 tells us that gender-balanced brands are more valuable, however, only a third are able to achieve this balance.


And how can marketers make sure they’re getting gender targeting right? Marketers need to acknowledge that while society has evolved, the industry lags in its responsiveness. The status quo is not optimal, and many brands are not meeting consumers’ gender needs as well as they could be. Marketers across the globe need to rebalance brands and embrace gender differences by eliminating the dead weight of inaccurate and outdated targeting strategies.

For more information and to check out the full study, click here.

To sign up for one of our webinar presentations of the study, click here.

Source: Kantar

Editor's Notes

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