Why gender-based marketing is bad for business | Gaby Barrios

TED Business

TED

Business, Modupe Akinola, Ted Business Podcast, Business Leadership Podcast, Ted Talks Business, Ted Modupe, Ted Talks

4 • 1.2K Ratings

🗓️ 4 October 2021

⏱️ 15 minutes

🔗️ Recording | iTunes | RSS

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Summary

Companies often target consumers based on gender, but this kind of advertising shortcut doesn't just perpetuate outdated stereotypes -- it's also bad for business, says marketing expert Gaby Barrios. In this clear, actionable talk, she explains why gender-based marketing doesn't drive business nearly as much as you might think -- and shows how companies can find better ways to reach customers and grow their brands. After the talk, Modupe discusses why labeling and categorizing consumers in any way will negatively impact marketing strategy.

Transcript

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0:00.0	Ted Audio Collective.
0:07.5	I'm not sure if you remember,
0:09.7	but there was a time when the internet went crazy
0:13.1	over pens marketed just for women.
0:16.5	It was called the BIC for her pen.
0:19.3	And even though the ink was black,
0:21.0	the body of the pen came in shades like pink and baby blue.
0:25.5	And it was advertised as having a quote,
0:28.1	elegant and unique feminine style.
0:31.1	Whatever the heck that means.
0:33.1	And once it hit the shelves,
0:35.1	people were not having it.
0:37.1	The reality is our notions around gender have evolved.
0:41.1	So why is our marketing stuck in the past?
0:44.1	Well, today's speaker is here to tell us
0:47.1	why advertising based on our assumptions around gender
0:50.1	is not just bad for society,
0:52.1	it's also bad for business.
0:59.1	I'm Madu Baganola. This is Ted Business.
1:02.1	In today's talk, Gabby Barrios,
1:05.1	a marketing expert at the Boston Consulting Group,
1:07.1	will explain the pitfalls of relying on gender
	...

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