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There’s no question that gender fluidity is a hot topic right now, with celebrities like Ruby Rose and Miley Cyrus filling the tabloids with their mix of both masculine and feminine looks. Gender fluidity can be defined as being androgynous with gender, or in other words, identifying as both male and female regardless of sex. Ruby Rose recently shared in an interview, “Well, if I had to choose it would be a boy, a guy. I feel like I’m a boy, but I don’t feel like I should’ve been born with different parts of my body or anything like that. I feel like it’s just all in how I dress and how I talk and how I look and feel, and that makes me happy.” Rose, along with several other celebs, has introduced the world to a concept that had been taboo.
As marketers, we have to consider what changing gender norms and expectations will mean as we think about marketing to consumers. Perhaps at some point the entire notion of “marketing to women” will become a thing of the past. As gender becomes a less fixed, and potentially less important, construct, we as marketers will have to reconsider our approach when it comes to segmenting, targeting and communicating with female consumers. Certainly we will have to be mindful of these shifts to prevent alienating the very people we hope to reach.
Some tough considerations and conversations will need to take place about what women are doing and talking about in the world around us. Additionally, impeccable creative thinking will have to accompany a tight marketing strategy in order to successfully reach the people we intend to reach. At Frank About Women, we are constantly evaluating and reevaluating trends to make sure we don’t miss the mark. In this case, the rise of gender fluidity could one day completely shift the idea of women as a critical market category. Do you find this new world of marketing to women confusing? Compelling? Thrilling? So do we.
To continue the conversation and learn more about Frank About Women, contact Chief Strategy Officer Shaun Stripling.
Kellie Sinkele About the Author
Kellie Sinkele Former Account Coordinator

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