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Issue 56 - 01 | Beware the Gender Trap: Marketing to the Twenty-First Century Gender Neutral Consumer
By Andrea Learned Published March 12, 2009 1:32 a.m.

"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."

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About Andrea Learned | Andrea Learned, the co-author of Don’t Think Pink, is a leading women’s market and consumer gender insights expert, speaker and writer.

Andrea’s current mission is to make the whole idea of “marketing to women” obsolete - NOT to work herself out of a career, but to point out that serving the right brain-guided consumer, rather than serving solely women, should be any twenty-first century brand’s goal. In her view, human beings as consumers are not simply either “men” or “women,” but are instead much more complex individuals with varying interests, passions and values. While women may have driven many of the current trends in consumer behavior (such as the increased level of environmental expectations), men have taken their cues and are now becoming similarly tough customers.

Andrea shares her insights and analysis through her blog, Learned On Women, and in regular contributions to Marketingprofs.com “Daily Fix” and Women-omics.com. Andrea’s no-nonsense Vermont lifestyle (which she highly recommends) forms the foundation for her untraditional, sometimes counter-intuitive, marketing perspective.

http://learnedonwomen.com

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