It’s about time that traditional advertising evolved.
Gone are the days when marketing relied heavily on rigid gender stereotypes: pink for girls, blue for boys, and roles that feel like they’re straight out of the 1950s. Today’s consumers, especially Millennials and Gen Z, are looking for more. They want brands that speak to them as people—not just as a demographic box to check.
Gender-neutral advertising is a modern approach to inclusivity that’s reshaping how brands connect with their audiences. It’s about creating campaigns that break free from outdated gender norms and celebrate diversity in all its forms.
Why does this matter? Because inclusivity sells. Studies show that 70% of Gen Z consumers are more likely to support brands they see as inclusive. And when brands get it wrong—leaning into tired tropes or failing to reflect the diversity of their audience—the backlash can be swift and unforgiving.
But what exactly does gender-neutral marketing look like in action? How can your brand get it right? Check out these effective strategies and real-world examples that will help your brand be more inclusive.
What is Gender-Neutral Advertising?
Gender-neutral advertising is a marketing approach that intentionally avoids reinforcing traditional gender roles or targeting specific genders. It strives to be inclusive and appealing to people of all genders without leaning into biases or stereotypes.
This type of genderless marketing seeks to connect with individuals on a broader, more personal level. The goal? To show that brands see consumers as diverse human beings rather than conforming to outdated expectations.
Breaking Away From Traditional Gendered Advertising
Traditional advertising often relies on well-worn stereotypes—pink for femininity and softness, blue for masculinity and strength. These campaigns not only box people into narrow roles, but they also miss out on appealing to the growing number of consumers who reject these labels.
In contrast, gender-neutral ads foster a more balanced representation, avoiding these limiting labels altogether. It challenges assumptions and opens the door to a more authentic connection with a wider audience.
The Rise of Inclusivity: A Must for Today’s Consumers
As consumer demographics shift, so do their expectations. According to Statista, over 60% of Gen Z are more likely to buy from brands that align with their values. Other generations reflect this demand, with Gen X at 61% and Millennials at 64%.
These numbers signal a clear trend: today’s consumers—especially Gen Z and Millennials—want brands that reflect a diverse, gender-inclusive mindset. By embracing this shift, brands can foster deeper connections with younger generations while also enhancing their image as progressive, socially responsible leaders in the market.
Key Features of Gender-Neutral Advertising
Gender-neutral advertising is about creating authentic, inclusive messaging that resonates with a broad audience. Here are some key features of successful gender-neutral ads:
1. Using neutral language
One of the most important aspects of gender-neutral advertising is language. Avoiding gendered terms like “he” or “she” or using gender-neutral pronouns such as “they” helps to ensure the message feels inclusive.
Additionally, using words that don’t have association with specific genders, like “people” or “individuals” rather than “men” or “women,” expands the ad’s reach and connects with a more diverse audience.
2. Highlighting non-traditional roles and characters
Gender-neutral ads often feature characters who defy traditional gender roles. For instance, ads might depict men as caregivers, nurturing children, or women as leaders and professionals. These ads challenge old stereotypes and showcase a more realistic and diverse representation of society.
It’s a great way for brands to show they recognize and celebrate a range of roles beyond what’s traditionally expected.
3. Focusing on universal themes
Great gender-neutral advertising taps into universal themes like family, friendship, success, and love—ideas that resonate across gender lines. These messages emphasize shared human experiences rather than focusing on gendered ideals.
Whether it’s an ad showing people bonding over a meal, achieving career success, or celebrating milestones, the focus is on connection, not gender.
4. Including inclusive imagery and visuals
Beyond language, visuals play a crucial role in gender-neutral advertising. Ads might include a mix of traditionally masculine and feminine activities, or they may show people from various walks of life engaging in the same activities.
The goal is to move away from visuals that reinforce gendered norms—like women exclusively in the kitchen or men doing physically demanding tasks—and instead feature imagery that is both authentic and diverse.
5. Encouraging self-expression and empowerment
Gender-neutral ads often promote messages of self-expression, encouraging individuals to be their true selves without fear of judgment. It could include showcasing people proudly expressing their identity, style, and preferences.
By celebrating uniqueness and individuality, these ads empower consumers to embrace who they are, regardless of societal gender expectations.
10 Best Examples of Gender-Neutral Advertising
Gender-neutral advertising is breaking boundaries by challenging traditional stereotypes and reaching diverse audiences. Here are some standout gender-neutral advertising examples that embraced inclusivity and represented people beyond gendered assumptions:
1. Starbucks’s “What’s Your Name?”
Starbucks’ “What’s Your Name?” campaign was a groundbreaking effort to embrace gender inclusivity, particularly for the LGBTQ+ community. Instead of focusing on traditional gender identities, the campaign highlighted the importance of using a person’s preferred name and pronouns, showing a commitment to self-expression.
This approach resonated with people of all gender identities, reinforcing Starbucks’ reputation as an inclusive and progressive brand. The campaign was widely praised for promoting acceptance and was seen as a step forward in making public spaces more welcoming for everyone.
2. Ariel India’s “Share the Load”
Ariel India’s “Share the Load” campaign flipped the script on household chores by featuring men doing laundry—traditionally seen as a woman’s job. This campaign sought to challenge the gender stereotypes ingrained in society, particularly in Indian culture, by encouraging men to share household responsibilities equally with their partners.
Ariel’s message of breaking down these traditional gender roles gained immense traction, sparking conversations about equality in the home. The campaign’s success helped Ariel build a loyal customer base and strengthened its position as a socially responsible brand.
3. Coca-Cola’s “Share A Coke”
Instead of creating gender-specific ads, Coca-Cola printed names on their bottles, encouraging customers to share a Coke with friends, family, or loved ones.
By avoiding gender-based marketing and emphasizing personal connection, the campaign resonated with a broad audience. This inclusive approach helped the brand connect with people of all demographics and was a major success, driving engagement and sales globally.
4. Dove’s “Real Beauty”
Dove’s redefined beauty standards by featuring women of all shapes, sizes, and backgrounds in this campaign. Its focus was on promoting self-esteem and body positivity, moving away from traditional, often unattainable beauty ideals.
Dove’s gender-neutral approach appealed to all genders by celebrating diversity and encouraging people to embrace their authentic selves. The campaign sparked global conversations and helped Dove become synonymous with empowerment and inclusivity.
In 2024, they took this campaign further with their pledge to never use AI-generated imagery to represent women in their advertising.
5. Barbie’s “Imagine the Possibilities”
Long considered one of the brands that reinforced stringent beauty standards and gender roles, Barbie sought to break down gender limitations by encouraging young children to envision themselves in a wide range of careers, from astronaut to president.
By positioning Barbie as a figure of empowerment rather than a symbol of traditional gender roles, the campaign challenged the notion that toys are only for girls. This shift in perspective not only expanded Barbie’s appeal to all children, regardless of gender but also reinforced the idea that everyone can achieve their dreams, no matter their gender identity.
6. Heineken’s “Open Your World”
Can you bridge the rift between people who have different beliefs? Heineken’s campaign focused on creating connections between people with diverse opinions and backgrounds to answer that question.
In one of the most notable ads, strangers with opposing political views were asked to work together on building a beer bar.
The campaign emphasized the importance of open-mindedness and inclusivity, showing that regardless of differences, people can find common ground. Heineken’s use of gender-neutral marketing not only tackled political and cultural divides but also reinforced its commitment to unity and diversity.
7. Ikea’s “ThisAbles”
Not many brands think of being inclusive to people with disabilities when they create their products.
Ikea’s “ThisAbles” campaign aimed to make home living more accessible to people with disabilities by creating easy-to-use add-ons for furniture. This inclusive initiative focused on creating a product line that everyone could use, regardless of ability or background.
By using a gender-neutral approach, Ikea showcased its commitment to inclusivity, accessibility, and diversity.
8. Gucci’s “MX Project”
Source: Teen Vogue
By featuring models of various gender identities, including non-binary and gender-fluid individuals, Gucci redefined traditional notions of style with their MX Project.
The brand’s inclusive approach to advertising has made a powerful statement in an industry historically dominated by gendered marketing. This approach not only broadened Gucci’s customer base but also positioned the brand as a leader in fashion inclusivity.
9. Dollar Shave Club’s gender-neutral marketing
Dollar Shave Club has always been at the forefront of breaking down gender stereotypes in the shaving industry. By promoting its products as suitable for everyone, the company’s messaging is different from traditional gendered marketing that usually targets men exclusively.
Instead of focusing on macho imagery or gendered language, their ads have adopted a straightforward, humorous tone that appeals to a broad audience. This gender-neutral approach has proven successful, helping the brand grow rapidly by appealing to women, non-binary individuals, and men alike.
10. Burger King’s “Impossible Whopper”
Burger King’s “Impossible Whopper” took a refreshing approach by showcasing how its plant-based burger can be enjoyed by everyone, regardless of dietary preferences. While traditional fast-food ads often focus on imagery that targets meat-eaters, Burger King instead emphasizes the broad appeal of the Impossible Whopper.
Benefits of Gender-Neutral Advertising for Brands and Consumers
Gender-neutral advertising offers a range of benefits not only for brands but also for consumers. Some of them include:
1. Build a broader brand appeal
By adopting a gender-neutral approach, brands can expand their reach beyond traditional gender divides.
Rather than focusing on one specific gender, ads that embrace inclusivity resonate with a wider audience, including individuals of various gender identities, ages, and cultural backgrounds. This approach helps create a more universal appeal, attracting diverse consumers who feel represented and seen, regardless of gender norms.
2. Reduce alienation of potential consumers
Traditional gendered advertising often excludes or alienates certain groups of consumers, particularly non-binary individuals, women, or men who don’t conform to traditional gender roles.
Gender-neutral advertising can prevent this by ensuring that everyone feels included, regardless of their gender identity or expression. By focusing on universal human experiences rather than adhering to outdated gender norms, brands avoid inadvertently pushing away potential customers.
3. Increase brand loyalty among younger consumers
Millennials and Gen Z are particularly sensitive to issues of inclusivity and social justice. Studies show that these generations prioritize brands that embrace diversity and inclusivity, with many expressing a preference for brands that align with their values.
Running genderless ads can create stronger emotional connections with younger consumers, enhancing brand loyalty and fostering long-term relationships.
4. Enhance social impact and corporate responsibility
Brands that incorporate gender-neutral messaging demonstrate a commitment to social change and corporate responsibility. By challenging traditional stereotypes and supporting gender inclusivity, these brands can contribute to larger conversations around equality and diversity.
Gender-neutral advertising positions the brand as a leader in the movement for social good, which not only helps with public perception but also appeals to consumers who prioritize ethical considerations when making purchasing decisions.
5. Strengthen positive brand perception
Brands that adopt gender-neutral advertising and promote inclusivity often benefit from improved public perception.
In an era where social media and online reviews can make or break a brand, showcasing a commitment to gender equality can lead to positive press. In turn, the attention could result in word-of-mouth recommendations and an overall enhanced reputation.
FAQs About Gender-Neutral Advertising
1. Are there specific industries where gender-neutral advertising works best?
Gender-neutral advertising has proven effective across various industries, particularly those that traditionally relied on gendered marketing. For instance, the toy industry is shifting toward gender-neutral marketing, with brands like Toys R Us categorizing toys based on age and product category rather than gender.
Similarly, the beauty and fashion industries are also climbing aboard the train. Brands like Milk Makeup launched the #BlurTheLine campaign, targeting non-binary individuals and promoting inclusivity.
2. Is gender-based advertising effective?
Traditional gender-based advertising, which segments consumers strictly by gender, is now less effective. As brands increasingly adopt more inclusive strategies, gendered ads can often feel outdated and exclusionary.
Consumers, especially Millennials and Gen Z, are more likely to support brands that embrace diversity, challenge stereotypes, and speak to them as individuals rather than pigeonhole them into traditional gender roles.
3. What are the potential challenges of adopting gender-neutral advertising?
One primary obstacle is resistance from traditional consumers, who may feel uncomfortable with the departure from conventional gender norms. Additionally, some brands may struggle with internal resistance to change, requiring an organizational shift in mindset and approach.
However, brands can mitigate these challenges with a well-executed strategy. For example, involving employees at all levels in the process, training on inclusivity, and maintaining open communication can smooth the transition.
The Future Is Neutral
Gender-neutral advertising is a powerful strategy for building trust, loyalty, and broader brand appeal. By prioritizing inclusivity, your brand can connect meaningfully with diverse audiences, showing you align with the cultural shifts shaping tomorrow’s consumers.
This approach doesn’t just future-proof your business; it positions your brand as a leader in driving positive social change. As inclusivity continues to take center stage, businesses that embrace it will not only stay relevant but also inspire loyalty among audiences who share these values.
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