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 ...

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