No more pink barbies? : Investigating customer acceptance towards gender neutral marketing initiatives

Abstract: Background: Marketing communication often uses gender-stereotyped messages to reach their target groups more effectively. Activities like this can have harmful consequences, especially when aimed towards children. Those effects have been found to also contribute to gender inequalities, among other aspects. Therefore, such practices have generated criticism and as a consequence the search for possible solutions. One of them being gender neutral marketing. Purpose: This thesis aimed to investigate gender-neutral marketing with a focus on the children’s toy industry. While taking into account customers’ acceptance, as well as companies’ economic interests, a potential solution for gender neutral marketing initiatives is presented as a result.  Methodology: To get an insight into the requirements of customers’ acceptance for GNM, their thoughts, opinions, and experiences where of high interest. For this reason, an inductive, qualitative approach has been chosen. An exploratory research design, with a sample consisting of German parents, teachers, and psychologist, have been used to answer the research question.  Main Findings: The color pink has been found as a particularly high barrier towards equal playing behavior amongst children and towards gender neutral marketing. Regarding the area of children’s toys, boys have been found to be more restricted than girls. Conducting small steps, while not moving away too far from socially accepted behavior, is the key to a successful implementation of GNM. Delimitations: This study is limited to only German participants. As the sample size is relatively small, different cultural backgrounds would have added further demographic differences and consequently would have complicated the analysis. Therefore the researcher decided to focus solely on respondents of one origin, in this case German. Due to time restraints, the sample size was limited to only 9 Interviews. The lack of willingness from other psychologists to collaborate in the research also limited the sample size. Not chosen as one of the focal points in this study is a differentiation based on educational background. As the area of marketing is too broad, and unreliable for the sample, the researcher furthermore narrowed the topic of this thesis down on the child’s toy industry. As the sample size is relatively small, the respondents were meant to be as similar as possible, in order to analyse and compare their answers. Therefore, divorced or same-sex couples have been excluded from the sample. Please turn to the author if you want access to the transcripts of the interviews ([email protected]).