Shifting Paradigms: Gender-Inclusive Advertising

In recent years, some brands have begun to challenge the traditional gender norms in advertising. One notable example is the online shop Zalando, launched a campaign titled “Zerotypes“, which prominently features individuals across a spectrum of ages, genders, and lifestyles, emphasizing inclusivity in regards to fashion, rather than segmentation.

As mentioned in a blog post before, traditional advertisements often rely on color codes, fonts, and images that are stereotypically associated with masculinity or femininity. For instance, bold fonts and dark tones are frequently used for “male” products, while soft pastels and cursive scripts are common for “female” items. Recent campaigns have embraced minimalist design with neutral color palettes and straightforward typography. This approach not only appeals to a wider audience but also allows the product itself to take center stage, rather than the gender of the user.

There exists a common misconception that gender stereotypes in advertising help boost sales, but this is largely the opposite of the truth. Gender stereotypes in advertisements generally have a negative impact on the product and company, but the evaluation of these stereotypes and advertisements by an individual is much more nuanced than any generalization can be. But most companies are aware of the sensitivity of the issue of gendering.

Another example is Bosch. Bosch has recognised that female users have different needs to men, with the former placing more value on aesthetics. Instead of designing special women’s products, which are rejected by many women for this reason alone, Bosch launched a cordless screwdriver 15 years ago, which is aimed at occasional DIY enthusiasts.

How Genderless Design Promotes Inclusivity

Genderless design is not just about neutrality; it’s about inclusion. By removing gendered assumptions, this approach allows people to engage with products and spaces without feeling excluded or stereotyped. This is particularly significant in branding, where inclusivity can directly impact a company’s reach and reputation.

A notable example is Lush Cosmetics, which has embraced gender-neutral branding. Their minimalist packaging and inclusive marketing campaigns appeal to a wide audience, regardless of gender identity. Similarly, the fashion brand Telfar has gained acclaim for its “Not for You—For Everyone” slogan, challenging the exclusivity of luxury fashion. Another great example is Ikea: “Alle dürfen sich wohlfühlen“. Furniture for the men, decoration for the women? Not at Ikea. The Swedish furniture store is constantly attracting attention with its inclusive campaigns – and has thus created a broad audience. It communicates a family feeling that is informal and outside the classic norms. Whether friends, a patchwork family or a queer couple: everyone wants a cosy home. With this feeling, the brand has succeeded in positioning itself for many target groups at the same time.

Data supports this shift. A study by Accenture found that 41% of consumers have shifted to brands that prioritize inclusivity in the past year. Genderless design fosters a sense of belonging, making it a powerful tool for brands aiming to connect with diverse audiences.

Challenges and Critiques

Despite these progressive shifts, not all efforts have been successful. Critics argue that some brands adopt gender inclusivity superficially, using it as a marketing gimmick rather than making meaningful changes. For instance, token representation in advertisements can feel performative if not backed by inclusive policies within the company itself.

Moreover, gender-inclusive advertising can face backlash from more conservative audiences. This was evident when a German department store faced criticism for introducing gender-neutral sections in their stores, sparking debates about whether these changes were necessary or overly “woke.”