June 2024

Hey Caddyshackers 

Feeling polarised with pink for girls and blue for boys? Same! It’s 2024, why are we still doing these binary gendered stereotypes? And where are trans folks represented in the commercial pink or blue marketing? There is a shift in language, assumptions and expectations around masculine and feminine but let’s get the message out one more time for the people in the back!  

Historical side note. In the 19th century and early 20th century, it was common for mothers to be told that boys should be dressed in a masculine colour like pink in order to grow into a more manly individual later in life, while girls should be dressed in a more feminine alternative like blue. 

Post Mother’s Day on the 12th May in Australia, we thought we would feature, with her consent, guest blogger, Angie Ruperto from marqued marketing.

Her message certainly resonates with our work and challenges gender norms by questioning and deconstructing the traditional expectations, roles, and stereotypes associated with masculinity and femininity. 

Let’s get to it 

“If you acknowledged Mother’s Day growing up, what do you recall buying for your mother? A vacuum cleaner? Iron? Fluffy pink slippers? Pretty pink flowers? That saucepan she really, really wanted. Marketers of the 80s and 90s were on-point for gender stereotypes.  

It’s said, according to marketers around the world, that in the 2020s our beloved Mothers still really want a few special items each year for Mother’s Day: fluffy slippers (ideally pink); cookware; household appliances; pyjamas and dressing gowns (also ideally pink); maybe a piece of jewellery; definitely a lovely indoor plant; oh, and breakfast in bed.  

How is it that we continue to be bombarded with stereotypical messaging around what our mothers really want, and apparently, need, this Mother’s Day.  

How is it that marketers today still adhere to the old gender, and gender-role stereotypes of yesteryear. Have marketers today not caught up with society? Or is it simply this, lazy marketing, and those that have the largest share of market and share of voice get noticed more? Has segmentation stalled that much? 

Go to any shopping mall the day before Mother’s Day and watch the many bamboozled partners (men and women) wandering around looking completely befuddled, with kidlets happily announcing they know what Mummy wants, and importantly, what Mummy neeeeeeds!  

Of course, kids are marketers’ best friends. Little sponges that they are. When they see colour and happy smiling faces of Mums wearing pretty pink pyjamas with fluffy pink slippers they are like moths to a flame. And you can bet your bottom dollar partners will follow suit and be out of that shopping centre quick smart with requisite pinkness in hand!  

Why is it that we here marqued marketing are getting so hot under the collar about Mother’s Day marketing? Simply, we received one too many emails and SMS messages along the lines of “Mum’s kitchen rules”, “What Mum really wants”, and “25% off all gowns and slippers”. Really? 

We jumped onto the website of a department store to see how they were marketing Mother’s Day. To their credit, Mother’s Day wasn’t their headline act. But it didn’t take long to scroll and find, apparently, all mothers want handbags, sleepwear (check), clothes, kitchenware (check), and jewelry (check). So, apparently, if Mums aren’t cooking, they’re sleeping.  

So, why is it that we are still portraying these gender stereotypes? Generally, at Father’s Day, marketers go crazy for all things outdoors, bbqing, sports, books, and cars. Are we hearing this right? Mothers want to stay home, while fathers are looking to escape the home?  

Where are the marketing efforts showing mothers that aren’t interested in pink fluffy slippers, indoor plants and kitchenware? And we’re not talking just marketing activewear! Marketing can do one of two things: represent the general consensus of society, or alternatively, set the tone for society. Always has, always will.  

If society is ever going to move on from these so-called traditional gender stereotypes, aren’t times like Mother’s Day and Father's Day the perfect times to do so. And it starts with marketers shaking the proverbial tree. Yes, we agree, some brands just have bigger budgets, greater share of market and share of voice, therefore they are the most visible. If this is the case, shouldn’t these be the ones that lead the charge.  

Or is it simply safe (and dare we say, lazy) marketing, to simply tow the gender stereotyping party line? 

Ok, if you’re a fashion retailer with sleepwear product lines. Mother’s Day is the perfect time to ramp up your marketing efforts. We get that. It is the law of economics: when there is more money circulating in the economy, your marketing investment increases to ensure you have a greater share of voice in the market. It also helps that Mother’s Day falls at the beginning of a new season (as does Father’s Day interestingly), so it stands to reason that there is newness galore and the perfect opportunity to give Mum something new for the coming months.  

But maybe, just maybe, it’s time to rethink the creative? Rethink the strategy? Hells bells, why not break the internet and go with black fluffy slippers instead of pink in your lead promotions? Wouldn’t that be revolutionary!  

Heaven forbid Mums that really want a cordless drill! None to be found in any marketing efforts. We’re not talking about tokenistic efforts that are wrapped by the traditional stereotypical marketing messages.  

Let’s also not even go there with the lack of diversity in most marketing materials, that’s a whole other blog in itself! 

When are we going to stop marketing stereotyping gender roles and really portray today’s society and community? Isn’t that what good marketing is about? Understanding your audiences and speaking to them in their language? We’re sure lots of Mummas really love their fluffy pink slippers, and the great cookware, but does everyone? Personally, we’d love a cordless drill!"

Want to get in touch with Angie, you can reach her at hello@marquedmarketing.com.au 

The Shift 

Expectations and assumptions around masculine and feminine traits are undergoing significant changes which indicate a broader societal shift & global movement towards greater acceptance, inclusivity, and recognition of the diverse ways in which individuals experience and express their gender. However, progress is ongoing, and there are still many challenges to overcome achieving gender equality and dismantling harmful gender stereotypes. 

While there are still certainly very polarized elements around gender, society in general is becoming more accepting of diverse gender identities and expressions. This includes recognizing that individuals may not fit into traditional masculine, or feminine categories and that gender is a spectrum rather than a binary. 

We’ve noticed a growing push for more diverse and realistic representations of gender in movies, TV shows, advertising, and other forms of media. This includes showcasing a wider range of gender expressions and roles. 

Many companies and organizations are implementing policies and practices to promote gender diversity and inclusion. This includes efforts to address gender bias in hiring, promotion, and workplace culture. Shout out to ACON’s Pride Inclusion Program which offer a range of services to assist and support employers, sporting organisations and service providers with all aspects of LGBTI inclusion. 

Legal and policy changes also contribute to shifts in gender expectations with laws protecting against discrimination based on gender identity and sexual orientation are becoming more common, providing legal protections for individuals who do not conform to traditional gender norms. 

Our use of language reflects changes in society and we can use language that supports equality between all genders. Avoid terms that discriminate on the basis of a person’s gender or sexual identity like fireman, female nurse and chairman.  Respect peoples’ gender and sexual identity with pronouns, job and personal titles. Learn more on the Australian Government Style Manual for Gender and Sexual Diversity. Use language that is culturally appropriate and respectful of the diversity of Australia’s peoples.  Find out more information on the Australian Government Style Manual for Inclusive Language. 

When someone tells you their pronouns, they are letting you know how to refer to them, without you having to make any assumptions. Using someone's correct pronouns is an important way to be inclusive and respectful. Asking and correctly using someone's pronouns is a way to show respect for gender identity. Learn more on the Minus18 website. 

 More support 

There are some safe and supportive services to discuss sexuality and gender with, either for yourself or as an ally.  

TransHub are a digital information and resource platform for all trans and gender diverse people in NSW, loved ones, allies and healthcare providers. 

Twenty10 provides mental health and psychosocial support programs in NSW to ensure LGBTIQA+ people are secure, connected and celebrated. 

QLIFE provides anonymous and free LGBTIQ+ peer support and referral for people in Australia wanting to talk about sexuality, identity, gender, bodies and feelings.  

ACON is a NSW's leading LGBTQ health organisation, providing community health, inclusion and HIV responses for people of diverse sexualities and genders. 

PFLAG is a peer support group assisting parents, families and friends who have a loved one come out as LGBTI. 

BLAQ are an organisation for Aboriginal Lesbian, Gay, Bisexual, Transgender, Queer, Intersex, Asexual + Sistergirl and Brotherboy (LGBTQ+SB) Peoples and Communities in NSW. 

 
Until next time,

Peace, Love & Protection

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