Share these talks and lectures with your colleagues
Invite colleaguesPractice paper
Deconstructing gender in brand, products and marketing
Journal of Brand Strategy,
11
(3),
241-247
(2023)
Abstract
As society embraces diversity in gender, so too must companies. People are also expressing their opposition to the growing number of anti-LGBTQA+ legislative efforts, specifically those levied against the trans community. Research shows that a growing number of customers are expecting brands to move away from outmoded views of gender roles. Those brands that do not adapt to this shifting gender landscape will be left behind by the consumers of today and experience stunted brand growth and innovation. This paper explores how brands can navigate an all-gender approach to the social landscape as well as innovation, product development, marketing and communications. We will explore how companies can take a fresh look at gender — whether it be a decades-old organisations or a start-up — and the real challenges businesses face when rethinking stereotypical (and outdated) gender norms. It is time for companies to design, create and think beyond the binary: how does ideation, R&D and marketing look, feel and sound when brands embrace an expansive understanding of gender?
Keywords: brand; marketing; gender; identity; binary; innovation; product marketing; consumer profiles; media segmentation
The full article is available to subscribers to the journal.
Author's Biography
Lisa Kenney is the CEO of Reimagine Gender and the former executive director of Gender Spectrum. Leveraging decades of corporate leadership experience, Lisa has worked with brands of all sizes to help them understand gender and implement changes across the organisation. Lisa is a frequent speaker at conferences, including SXSW, The Economist, Techonomy, the 3 per cent Conference, Debug Summit and Sustainable Brands. In addition to co-writing The Transgender Teen: A Handbook for Parents and Professionals Supporting Transgender and Non-Binary Teens, Lisa has authored several papers on gender, including the Harvard Business Review, USA Today, Campaign, Fast Company, Fortune and Quartz at Work.
Sandy Skees aligns purpose, sustainability and ESG (Environment, Social, Governance), DEI (Diversity, Equity, Inclusion) and social justice programmes with compelling communications. Over the years, her work with corporations, nonprofits and NGOs has been focused on LGBTQ and racial equity issues, climate crisis, recycling and waste, renewable energy, supply chain and human rights issues. Her clients include CVSHealth, Visa, Dicks Sporting Goods, LL Bean, Abercrombie & Fitch, Keurig Dr Pepper, OXO, Carton Council, Cradle to Cradle’s Fashion Positive Initiative and EcoAmerica’s Blessed Tomorrow climate initiative for faith-based communities. She sits on numerous boards, including Sustainable Brands (currently as Chair) and the Community Foundation of Santa Cruz County, and is an Advisory Board member of The Diversity Center. She is a seasoned speaker on brand, messaging and sustainability/ESG and DEI strategy.
Cali Pitchel is a brand strategist with over ten years of experience in consumer research, creative strategy and brand storytelling. She started her career in academia, exploring the sociology of nostalgia and its implications for consumer behaviour and media consumption. After an MA programme and two years of PhD coursework, she made the move into marketing and communications, where she learned to leverage her research and writing skills into creative strategy and ideation. At Porter Novelli, Cali uses her expertise in creative, brand and content strategy to help global consumer brands articulate their unique position — creating internal alignment and external consistency for long-term brand durability. Before joining Porter Novelli, she was a creative director and strategist at a creative agency in Seattle, Washington, where she built brands and campaigns and led award-winning work for clients like Amazon and Microsoft.
