Abstract:

Businesses and brands have an opportunity to grow market share by better meeting the need of both genders. However, it can be challenging to identify the opportunities when gender bias, particularly unconscious gender bias, obscures them. This paper present an approach that quantitatively measures both conscious and unconscious gender bias across brand touchpoints as determined by consumers to reveal areas for improvement. Armed with those numbers and a strong dose of organisational awareness, brands and business have the potential to overcome a legacy of gender bias and outdo the competition.