Gender bias in brands and business

Date of publication: December 4, 2017

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.

  • Video
  • This could also be of interest
Closing session Authors: Wim J. de Jonge, D. Rettie
Distribution surveys about food-stuffs Authors: Philippe Baur
Wanted! Authors: J. F. A. de Soet
Discrimination testing Authors: C. Greenhalsh
Introduction to the sequence of papers Authors: Jan van Rees
Using research in organising a conference programme Authors: Lorne James Rothman, Peter B. Mooney, Elizabeth Fallaw
Measuring the determinants of prescribing behaviour amongst doctors Authors: B. Bright, Hugh Robert Stammers
Consequences of applying the Fishbein model to advertising planning Authors: A. B. Cowling
Generating new product ideas Authors: Colin Greenhalgh
The application of market research techniques to the financial field Authors: James Rothman