Step aside from gender targeting to resonate with “nonbinary” audiences

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 27, 2021, 3:22 PM UTC

Brands must incorporate elements like use cases and product affinity to move beyond gender targeting.

Governments and brands are finally taking note of gender-nonconforming individuals. Marketers must also revisit their practices and strategies when approaching customers along the wide gender spectrum, beyond those who identify as male and female. About 56% of millennials and half of Gen Zs believe the traditional gender binary is outdated for modern times. Instead of focussing on gender identities, brands should highlight the actual needs and desires of their target audience.

When it comes to creating brand campaigns, copywriters must avoid gendered language, while designers must stay away from gendered colours and elements. For instance, consider saying, “parents” instead of “moms and dads”. Brands should also analyse if the imagery they use perpetuates binary thinking.

Along with changing external communication policies, companies must also update internal communication materials to reflect their gender-inclusive approach. This is crucial, given that customers today deeply value brands’ social responsibility efforts. With the nonbinary audience increasing in number, brands must create consumer personas that combine a variety of attributes and preferences.

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