Gender-neutral content can boost sales

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 21, 2021, 1:42 PM GMT+0

Crafting content with non-gendered terms like colour and material can help retailers overcome Google algorithm’s gender biases in search results.

Businesses must incorporate an inclusive mentality into their marketing campaigns to eliminate restrictive gender stereotypes and roles. Online search has its own set of issues when it comes to gendering, as Google often produces search results tailored to a specific gender for a given product.

With 50% of Gen Z and 56% of millennials opposing the concept of gender binaries, retail business would do well to incorporate gender diversity across ecommerce and marketing campaigns. Rather than segregating products by gender, online brands- particularly those in fashion - must categorise them into product types.

Creating authentic engagement advertising content with inclusive, gender-neutral keywords can help brands serve diverse gender groups and boost conversions. Providing gender-diverse and inclusive interactions online can help brands increase sales and enhance customer experiences.

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