Beware the Gender Trap: Marketing to the Twenty-First Century Gender Neutral Consumer

"If marketers continue to create campaigns based on thinking that 'men always do this' or 'women always do that,' they are going to fall into a gender trap. In this era of the much more diligent shopper, we just can't make assumptions about how gender influences consumer behavior. Those marketers that do risk irrelevance in a very demanding marketplace. Those marketers who avoid the gender trap and instead serve the highest consumer standard represented by 'women's ways' but serving everyone, will reap immeasurable and lasting brand love."