Women’s Day gives brands the opportunity to practise gender-neutral marketing
It seems that, finally, brands are starting to recognise the purchasing power of women. This is reflected by the trend towards more gender-neutral marketing campaigns, as well as products that are usually targeted at one specific gender now finding their space somewhere in the middle. This year’s International Woman’s Day had brands across the globe pulling out the stops to celebrate women’s place in the world of consumerism. Clearly change is afoot when fashion doll Barbie starts celebrating the “shero”. Mattel launched the “shero” programme in 2015, in a bid to highlight the possibilities for girls everywhere. This year, in time for International Women’s Day, it launched a new set of dolls featuring acclaimed Mexican artist Frida Kahlo, British boxer Nicola Adams and American snowboarding champion Chloe Kim. Ever heard of Jane Walker? In the US, for the month of March, Johnnie Walker Scotch Whisky replaced its iconic walking man with a walking woman on some of its bottles. The m...
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