Generational Cues

Previous generations of women may have responded more readily to visible, or "for her," marketing efforts, because they were novel and seemed to represent a new sense of respect for gender differences. However, younger generations have now grown up in more gender-neutral worlds and so are less likely overall to respond to that approach to marketing to women.

Oatmeal for women? Whatever. Why do I need my own oatmeal? For some reason this approach really turns me off. But you know who would buy this? My mom!

”Lori T., age 28, advertising account manager

 

The one caveat in marketing to the younger generation is that they can always turn a stereotype on its ear and play against it just for fun. In the early 2000s, the retail marketplace went through a "pink" and "girly" craze, of sorts, in clothing, gadgets and other nonessential products geared toward younger women. This trend was almost a sophisticated embracing of the stereotypes, a sort of "wink-wink, nudge-nudge" way of responding with humor and sass to the age-old paradigm that women love things pink, feminine and flowery.

Furthermore, while some Mature generation women and even some Baby Boom women may not have previously been offended by visible campaigns , the tide may be turning. These older women's exposure to marketing messages over the years has surely made them more discriminating consumers. And, there is nothing like too-quickly adding "for women" to a product's name , or painting its package pink, to make your marketing motives suspect.