Jenny Chan 陳詠欣
May 28, 2019

Why gender-neutral marketing may not mean equality

Efforts to address authentic differences between men and women need not be held back in the name of political correctness or progressiveness, say practitioners.

A recent surge in campaigns around female empowerment and achievement, especially from developing markets in Asia, appear to signal changes in how marketers are thinking about men and women, whom they have treated so differently for centuries.

But does this new wave mean we can sprinkle 'hashtag equality' over advertising in this region Not quite. 

Fundamental truths about physiology and neurology continue to play a legitimate, evolving, role in marketing ...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Related Articles

Just Published

Premium
AnyMind forms influencer joint venture with Japan's Sunny Side Up
Premium
6 hours ago

AnyMind forms influencer joint venture with Japan's ...

AnyUp will offer services for marketers and influencers, and also announced it will be working with famed footballer Hidetoshi Nakata.

Premium
Apple set to toughen up ad tracking rules
Premium
6 hours ago

Apple set to toughen up ad tracking rules

Tech giant is burnishing its privacy credentials by cracking down on cookie workarounds.

Premium
Twitter launches six-second viewable video ad bids
Premium
6 hours ago

Twitter launches six-second viewable video ad bids

New ad format applies for videos that are 15 seconds or less.

Premium
Twitter, Facebook react to 'nefarious tactics' in battle over HK
Premium
6 hours ago

Twitter, Facebook react to 'nefarious tactics' in ...

Both platforms took action against accounts they said are connected to the Chinese government, and Twitter announced it will no longer allow advertising from state-run media sources.