Epsilon Archive for Student Projects

Abstract

The marketing industry is undergoing significant transformation driven by technological advancements and shifting societal norms. This study investigates the impact of gender-neutral marketing on consumer behavior and perceptions of inclusivity. Utilizing a deductive quantitative approach, online surveys were distributed to gather data from diverse demographic groups. The study aims to determine whether there is a demand for gender-neutral marketing and if such marketing strategies are perceived as more inclusive. Additionally, it examines potential demographic differences in these perceptions, particularly focusing on age and gender.
Results indicate a notable preference for gender-neutral marketing among females and somewhat of a preference amongst males while age differences are less pronounced. The findings suggest that consumers of all ages are supportive of gender-neutral marketing, though the age effect is less significant than gender. This study underscores the importance of adapting marketing strategies to reflect evolving consumer expectations and promotes the adoption of more inclusive practices within the industry. The research contributes to the growing body of literature advocating for a reevaluation of traditional gender segmentation in marketing, offering insights into the benefits of embracing gender-neutral approaches.