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In a rapidly evolving marketing landscape, inclusivity has emerged as a key pillar for brands to resonate with diverse audiences.
Gender-inclusive marketing strategies are emerging as a powerful tool for brands looking to connect with diverse audiences and increase engagement and conversion rates in the digital realm.
In this editorial, Heriot-Watt University Regional Director Clare Roper Browning explores the transformative impact of gender-inclusive marketing, highlighting successful campaigns that resonate with consumers.
Gender-inclusive marketing strategies offer a unique opportunity for brands to overcome cultural barriers and establish deeper connections with consumers. This inclusivity increases brand awareness and increases engagement and conversion rates, as consumers tend to respond positively to messages that resonate with their experiences.
Achieving gender balance in marketing has become essential for brands and a key touch point for value-conscious consumers. Millennials and Gen Z are more aware of social justice issues and are more likely to support brands that align with their values of inclusivity and equality.
According to Deloitte research, 70% of Millennials are more likely to choose brands that demonstrate a commitment to diversity and inclusion. Also, an Ipsos survey found that 76% of respondents agreed that advertising can influence how they perceive each other. Iconic campaigns such as Nike’s “What Are Girls Made of?” and Always’s “Like A Girl” have garnered widespread attention from brands and consumers.
Gender bias persists in modern advertising. Stereotypes that may have been acceptable in the past are now discouraging both women and men from purchasing and using products. The brand significantly promotes women’s empowerment and equality by normalizing men’s involvement in everyday tasks, such as sharing household responsibilities and advocating for inclusivity in the workplace.
Brands can contribute to this by eliminating gender stereotypes from their marketing and advertising materials. For example, rather than only depicting women doing household chores such as laundry, emphasize the benefits of sharing responsibilities.
Brands that successfully navigate social responsibility, sustainability, health, and convenience will continue to earn consumer loyalty.
A recent McKinsey report found that 9 out of 10 Gen Z consumers believe brands have a responsibility to address social concerns. According to research conducted by Ipsos, the role and portrayal of women in advertising can influence attitudes towards evaluating advertising.
Additionally, positive portrayals of women in advertising are more likely to have a positive impact on long-term brand relationships and short-term behavioral changes.
In 2019, P&G’s men’s grooming brand Gillette replaced its long-standing tagline “The Best A Man Can Get” with “The Best Men Can Be” to combat toxic masculinity. Similarly, Ariel’s “Share the Load” campaign highlighted the unequal division of household chores.
The Dove Real Beauty campaign, which featured “real women” in advertising, transformed the company and society.
In the Middle East, gender-inclusive marketing campaigns have demonstrated the impact of inclusive messaging on brand resonance and commercial success. A standout example is the work of Saudi women’s fashion label Femi9 to inspire Saudi fashion designers and provide them with opportunities in the business world.
The campaign was praised for its powerful message and led to a significant increase in brand awareness and sales for Femi9. Similarly, Always’s marketing campaigns in the Middle East, starting with “Girls Can” and continuing with “Generation of Firsts,” “New Brave” and “Born Brave,” revolutionized brand equity in the region. I did.
The campaign received widespread acclaim for its powerful message of gender equality and authenticity, and resonated with a diverse audience. As a result, Always experienced significant increases in brand awareness and market share.
Additionally, Vodafone Egypt’s campaign directly confronted gender stereotypes by showcasing children who questioned the challenges women face on a daily basis. The initiative resonated with local audiences and sparked a discussion about gender equality and empowerment.
Vodafone Egypt has strengthened its brand reputation and fostered stronger connections with consumers by highlighting diverse perspectives in line with progressive values.
Gender-inclusive marketing can drive social change and promote gender equality in the Middle East. As consumers become more aware of social issues, brands that prioritize inclusivity may gain a competitive advantage and forge stronger connections with their audiences.
As the region undergoes continued transformation and consumers continue to seek authenticity and representation from brands, gender-inclusive marketing will be critical to fostering effective brand communications. It will shape perceptions and make a huge difference for future generations.
It is time for Middle Eastern brands to embrace inclusivity and lead the way towards a more just and inclusive future.
Written by Clare Roper Browning, Regional Director of Marketing Recruitment Admissions and Communications, Heriot-Watt University
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