An analysis of gender specific marketing in the drinks industry today

Abstract

In today’s society, gender perception is ever changing. Individuals are challenging traditional definitions of man and woman and creating a new standard in society. With women’s rights and gender equality taking the limelight in many sectors of society, gender neutrality is closer than before. Generally, society is becoming more accepting of these new norms and yet many industries deny progression – including the drinks industry. The literature indicated that society had this progressive mind set but the marketing and advertising within society was failing to meet demand. In order to understand the motivations of the drinks industry it was important to analyse the different methods of segmentation and exploring The Marketing Mix. As well as addressing the perceptions of gender neutral marketing within the industry and society. Semi structured interviews were implemented, a qualitative research method which ensured that the researcher required insightful thought into factors including: toxic masculinity, an individual’s taste preferences, and the perceptions of specific types of alcohol. In addition, it drew attention to the legislation involved – indicating exactly how plausible gender neutral marketing would be. This research found that the public is making statements that suggest that a gender neutral marketing approach would be well received. With new legislations coming into place later this year, the drinks industry will have to abandon those lazy gender stereotypes that they previously have relied on and think outside of the box to potentially target a whole new consumer.