5 less common tactics to be more gender inclusive

As a marketer, it's important to create marketing campaigns that appeal to a wide range of customers, including those of different genders. Unfortunately, many marketing efforts have been criticised for perpetuating gender stereotypes, excluding certain groups of people, and only focusing on traditional norms.

A common strategy is to ensure that all products / services are equally marketed to both men and women. But gender equality is more than just engaging with men and women, regardless of our own opinions.

To avoid these issues and to create a more inclusive marketing environment, there are several less common strategies that marketers can use. Here are some additional tips for being more gender-inclusive in your marketing efforts:

1. Use gender-neutral pronouns: One way to create a more inclusive environment is by using gender-neutral pronouns in your marketing materials. This means using "they/them" instead of "he/him" or "she/her". This approach acknowledges the existence of non-binary and genderqueer individuals and ensures that they feel represented in your marketing efforts.
   
   For example, instead of saying "he" or "she" in your marketing copy, you could say something like "they" or "the customer". This small change can make a big difference in creating a more inclusive environment.
   

2. Feature diverse gender identities: In addition to using gender-neutral pronouns, it's important to feature a diverse range of gender identities in your marketing materials. This means showing people of different genders in your ad imagery, but also including people who are gender non-conforming or trans.
   
   For example, clothing brand H&M launched a campaign in 2020 featuring a diverse range of models, including a trans woman and a non-binary person. This approach acknowledges that people of all genders wear clothes and creates a more inclusive environment for customers.
   

3. Consider the gender spectrum: Gender is not a binary construct and there are many different ways that people identify. When creating marketing campaigns, it's important to consider the gender spectrum and avoid reinforcing the idea that there are only two genders.
   
   For example, beauty brand Fluide created a campaign featuring models who identify as non-binary, trans, and gender non-conforming. The campaign celebrated diversity and challenged traditional gender norms in the beauty industry.
   

4. Use gender-neutral language: In addition to using gender-neutral pronouns, it's important to use gender-neutral language in your marketing materials. This means avoiding words that are traditionally associated with a specific gender, such as "manly" or "feminine".
   
   For example, instead of describing a product as "manly", you could use words like "strong" or "powerful". This approach creates a more inclusive environment and avoids excluding customers based on their gender identity.
   

5. Avoid gender-specific marketing: Finally, it's important to avoid marketing products or services specifically to one gender. This approach reinforces traditional gender norms and can be alienating to customers who don't identify with those norms.
   
   

By implementing these strategies, marketers can create more gender-inclusive marketing campaigns that appeal to a wider range of customers and create a more welcoming and inclusive environment for all.

Remember, being gender-inclusive isn't just about avoiding stereotypes, it's about actively celebrating diversity and creating a more equitable world for all people.

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