Introduction
Role Stereotyping is a term that signifies expectations of specific roles and behaviors of individuals based on their gender by society. In marketing, this culminates in the distinguished portrayal of men and women into defined, rigid roles such as women being the primary nurturers and caregivers, while men are the breadwinners. By repeatedly reinforcing such narratives, the idea of femininity and masculinity is formed by depicting men and women in traditional roles. This has an impact not only on an individual level but also on a societal level.
According to Sara Picklesimer’s thesis, “Gender Role Stereotypes in Advertising”; Gender congruency is the relationship between the gender of the concerned stakeholder in an advertising and the gendered qualities of the product being marketed. The theory is that when the model’s gender fits the product’s typical gender connections, consumers regard the advertising as more effective or convincing.
Marketing and advertising are sister terms; even though they might be 2 sides of the same coin there are some distinctive differences. While marketing primarily focuses on selling products, advertising is a subset that uses various media for promotion. Thus messages are conveyed to the target audience to persuade them in buying the product.
Arnaut emphasises advertising’s tremendous cultural effect since it reaches a large audience and helps shape cultural standards. When commercials constantly depict specific gender roles, they help to normalize such patterns within society.
Hence, advertising and societal stereotypes, especially those about gender are a two-way street, where both influence each other.
Body
Social harms of role stereotyping
According to the book “Brandsplaining”- advertising can significantly vary across different cultures as what seems progressive in one context, might not be the case in another. Because of this cultural diversity, global companies struggle to navigate gender portrayal in a way that is universally appealing while not propagating preconceptions. However, these gender stereotypes are not permanent and also evolve. Based on Sara Picklemiser’s thesis- with a rising focus on equality for all genders along with LGBTQIA+ rights, some marketing agencies are still resisting the change owing to traditional marketing practices. Arnaut contends that, while advertising can question and modify gender conventions, it is more likely to perpetuate existing preconceptions. Since advertising is a reflection of prevalent cultural narratives that are most likely to resonate with the target demographic.
Thus, these portrayals can prove to be harmful in the long run by reinforcing problematic stereotypes that limit the aspirations and notions of what it means to be a man or woman and the ideas of masculinity and femininity.
Is Gendered marketing profitable for the marketing agencies?
The effectiveness of gendered marketing has been debated across research papers and by sociologists. According to some researchers, the profitability is seen to be only for a short period, since it taps into existing stereotypes that resonate with the larger societal norms. Aligning with the ingrained beliefs. However, the authors emphasize that, while gendered marketing may provide quick financial gains, it also risks alienating a sizable percentage of the consumer base in the long run.
While gendered marketing has proven beneficial in segmented markets where conventional gender roles are prominent, it may be less effective or profitable in regions where these roles are being challenged. Marketing agencies that include inclusion and diversity in their advertising strategies can increase their long-term profitability. Brands may reach new markets and strengthen relationships with consumers who value inclusion by shifting away from traditional gender stereotypes and appealing to a broader audience.
Recent trends that aim to resolve role stereotyping and their effectiveness
By challenging the predominant gender stereotypes, we can change the narrative for our future generations and the societal pressures along with it. Several brands have made an effort towards this cause through creative campaigns, some include:
Ariel: Share the load- the campaign sorts to advertise the use of Ariel by changing the narrative of only women doing household chores and rather “sharing the load” with other male members of the house. This not only challenges the traditional roles but shows a progression towards a more equitable community.
Gillette’s “The Best Men Can Be” ad is a famous example of how toxic masculinity was fought by pushing men to hold each other responsible and embrace a more positive kind of masculinity.
Havell’s: “Hawa Badlegi”- addresses the practice of women taking up the husband’s surname after marriage and the concept of identity in a patriarchal society.
Biba: Change the Convention- where the mother encourages the son to cook during a marriage proposal and not stereotypically assume it’s always a woman’s role. Thus, flipping gender roles in the context of both arranged marriage and larger societal trend,
What is the pink tax and its impact?
Pink tax can be seen as a spectrum to measure both economic and social inequality. Gender-based pricing results in higher pricing of women’s products. This pricing differential disproportionately affects women, who already face a disadvantage owing to the gender-wage gap. The added financial burden adds to increased economic inequality.
According to a study conducted by IIM Ahmedabad- Personal care goods such as razors, shampoos, and deodorants are priced significantly differently. Women’s razors, for example, were frequently priced 20-30% more than men’s razors but provided the same functionality.
Cultural expectations and societal conventions that require women to keep a specific look contribute to increased demand and costs for women’s fashion and beauty items.
According to the study by Sharma and Kumar (2022), titled “Gender-Based Pricing in the Indian Market: An Empirical Study,” published in the Journal of Consumer Research many customers are ignorant of the magnitude of gender-based pricing and its implications. Regulatory organisations should take steps to ensure price transparency and prevent discriminatory pricing practices. They advised that consumer protection laws be modified to include clauses against gender-based pricing.
Hence, legislative measures and improved awareness are necessary to remove discriminatory pricing and promote gender equality in the economy.
Is Brooklyn Nine-Nine Woke?
Critics claimed the show was trying to be too ‘woke’, because the characters did not necessarily conform to stereotypes. Captain Holt, a gay Captain , was unusual enough, but he also did not conform to the ‘gay’ stereotype. Gay men have often been stereotyped as being effeminate, frivolous and ‘party animals’. Holt and Cozner were very highly educated, masculine and thought that Classical music was the height of popular culture, exactly the opposite of a stereotypical gay man. Terry, a muscular, fit, ‘macho’ man, was in fact a family man who had to take a year off active duty after his twins were born, fearing his injury or death would ruin his family, Terrence Jeffords may have solved cold cases and worked out the whole day, but he was always there to sing his girls a lullaby. Jake left the NYPD, a job he loved, soon after his son’s birth, to become a stay-at-home father, just so Amy could continue to work her place up the rung of the force. Critics have called this action unlike Jake, who was immature and lived for his job, but fans feel that Jake grew up a lot after having his son, and in a world where stay-at-home fathers are emasculated and working mothers ridiculed, Jake making this sacrifice was a heartwarming scene to watch. People felt the show went “Full Woke” in its final season, which was made after the George Floyd murder. The writers had to make a police comedy show, while the public sentiment about cops was very negative. To keep the show from losing relevance and stirring controversy, they evidently tried to bring awareness to the very real issues that people faced and tried to fulfill their public responsibility.
T.S.P implications in marketing and society
Targeting, Segmentation, and Positioning (T.S.P.) is a key framework in marketing that deals with identifying and targeting certain customer groups and segmenting the market based on numerous criteria.
Traditional segmentation often reinforces gender stereotypes Progressive segmentation practices are moving away from rigid stereotypes to embrace more nuanced and varied consumer profiles.
Excessive gender segregation might lead to products that don’t satisfy current consumers’ different wants and tastes. Marketing home items only to women or sporting equipment primarily to males, for example, may be perceived as antiquated and restricting.
For example: Nike’s “Dream Crazier” ad: Ad portrayed female athletes shattering preconceptions and reaching success, portraying the company as a champion of gender equality and empowerment. The campaign resulted in a 31% boost in brand engagement among women, demonstrating the power of inclusive positioning.
CONCLUSION
Thus, by embracing diversity and questioning outmoded standards, marketers may promote good change and connect more deeply with a larger audience. Since gendered marketing has traditionally been widespread, it is now under scrutiny for reinforcing prejudices and promoting inequalities. Hence, brands must use inclusive, intelligent tactics to reflect changing societal ideals.
Bibliography:
Brandsplaining: Why Marketing is (Still) Sexist and How to Fix It” by Jane Cunningham and Philippa Roberts
Sara Picklesimer’s thesis, “Gender Role Stereotypes in Advertising: A Test of the Match-Up Hypothesis on Advertising EffectivenessThe scholarly article “Gender and Advertising” by Catarina Arnaut
Sharma, R., & Kumar, P. (2022). “Gender-Based Pricing in the Indian Market: An Empirical Study.” Journal of Consumer Research.
Indian Institute of Management, Ahmedabad: “Gender Pricing in India: The Pink Tax and Economic Inequality.”