by Marzena Żurawicka
In the past, consumers could identify the gender of a brand without major difficulties. It was enough to ensure that the brand’s communications use the sign of a man or a woman, or objects that explicitly represent the world of males or females. For example, in Polish culture the object-sign of masculinity was a disposable razor and the object-sign of femininity – perfumes. The term “perfumes” was not used to describe a man’s fragrance at all, the term “eau de toilette” was used instead. These two signs were clear for consumers and their use in communications sufficed to identify either of the two worlds.
Danielle Todd was a finalist at last year’s ESOMAR Young Research Award with her paper Male, Pale and Stale. Here she revisits her original paper for Women in Research, looking at the benefits of diverse business environments.