Blog: Gender marketing

Catherine Sleep | 20 May 2004

One of the most talked-about trends in marketing today concerns the difference between men and women. Gender marketing is the new buzzword, so we commissioned one of our leading contributors, Hugh Westbrook, to investigate the matter.

The resulting story is intriguing. One of the experts Hugh consulted told him that the major difference between the genders is that “men buy products and women buy relationships. If a company wants to reach women they have to build up a relationship with them.” Another of Hugh’s interviewees talked of women as ‘storytellers’ who are prepared to buy a product that doesn’t taste as good as its rival as long as it has an interesting story on the packaging.

I’m not convinced the world is that simple. I’ve always thought dividing the whole planet up into 12 categories for astrological purposes was crude, never mind a mere two, and that on the basis of physiological make-up. I prefer to think of us all as individuals, randomly making choices in a manner undecipherable to even the shrewdest advertising people. But clearly I live in Cloud Cuckoo Land, as illustrated by Nestlé’s success with Yorkie (for boys) and Double (for girls).

Check out the open-access Feature of the Week below and make up your own mind.

Sugar & Spice meets Puppy Dog Tails


BLOG

UK M&A deal volumes slide in early months of 2017

Fresh data from Grant Thornton indicates the number of mergers and acquisitions in the UK food and drink sector fell to the lowest level for over two years in the first quarter of in 2017 - but the ac...

BLOG

Food policy returns to focus in Westminster

Amid the political turmoil in the UK caused by the EU Referendum, the resignation of a Prime Minister, subsequent burning debates over the Brexit “divorce” settlement and now by the surprise announcem...

BLOG

Danone closes WhiteWave, who will acquire Stonyfield?

Danone completed its US$12.5bn acquisition of WhiteWave Foods this week. The move will roughly double Danone's presence in North America, where WhiteWave is a top four dairy player. ...

BLOG

Premier Foods pension news offers cheer but challenges remain

Premier Foods plc revealed today (28 March) it has secured a deal with its pension scheme trustees that will see the UK food maker reduce its pension burden....

just-food homepage



Forgot your password?