The use of gender-sensitive and non-sensitive concepts in marketing communication

Ila Prasad

Master's thesis

Abstract:

This thesis investigates the use of gender-sensitive and non-sensitive concepts in marketing communication, aiming to understand their impact on consumer perception and behaviour. The study delves into the historical context of gender representation in advertising, exploring the evolution from traditional gender roles to contemporary inclusive strategies. It examines the efficacy of gender-sensitive marketing, which seeks to avoid stereotypes and promote gender equality, versus non-sensitive approaches that may perpetuate traditional gender norms. Through a mixed-methods approach, combining content analysis of marketing campaigns and case studies of major brands, the research assesses how the consumer market responds to various types of gender representation and how it helps the brand’s image and business. The findings reveal significant differences in consumer attitudes, with gender-sensitive campaigns generally perceived more positively, especially among younger and more progressive audiences. These campaigns tend to foster stronger brand loyalty and higher engagement levels. Ultimately, this research provides valuable insights for marketers, demonstrating the benefits of gender-sensitive approaches in building inclusive and effective marketing communications. It underscores the importance of understanding and respecting gender dynamics to enhance brand reputation and consumer trust in an increasingly socially conscious market.

Keywords

Gender-sensitivity, Marketing communication, Brand Image, social media metrics, Advertising, Non-sensitive, stereotype

Language used: English

Date on which the thesis was submitted / produced: 27. 5. 2024

Thesis defence

• Date of defence: 10. 6. 2024
• Supervisor: Ing. Radim Dušek, Ph.D.
• Reader: Ing. Aneta Boušková

Institute of Technology and Business in České Budějovice

Master programme / field:
Business Administration / Business Administration