Retailers and marketers started to ditch binary gender labels in a big way this year. Target is phasing out labels in some of its departments, such as toys and kids’ bedding. “Boys” and “girls” signs will be scrapped, along with blue and pink shelves.
The department store isn’t alone. In March, Selfridges in London launched an in-store boutique called Agender, describing it as “a celebration of fashion without definition.” In literal terms, the boutique offers accessories and beauty products free of gender stereotyping.
Even Anheuser-Busch InBev, maker of Budweiser, and its competitor MillerCoors are recognizing that times have changed. The beer makers are moving away from regressive advertising that objectifies women to what’s been called a “gender friendly” approach.
The change is driven by a need to appeal to women and increase sales—meaning it’s not necessarily done out of goodwill—but it represents progress nonetheless.
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What other progressive marketing trends have you noticed this year? Let us know by commenting below.