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Pink or blue – unlike babies in neonatal units, adult consumers in a store can make their own decision which color they prefer: At least that’s the assumption. But in reality, when we’re shopping we allow ourselves to be led by codes determined by product designers and advertizing strategies. More specific product tailoring helps manufacturers boost sales figures. For example, suggesting to men and women that they need different deodorants, shower gels or hair care products. This differentiation, which has total control over the market for personal hygiene products, pays off for manufacturers. Demand increases with the differentiated offering – and research shows that products for women are basically more expensive. This gender split in the commodity world starts at birth. The pink-for-girls, blue-for-boys concept works especially well in the toy shop. Often, some items will be bought twice – after all, no parent wants to give their son his big sister’s pink scooter.
A social psychologist reveals the tyranny of gender-differentiated codes, and a marketing expert explains the business model that underpins them. Cosmetic industry representatives also have their say – after all gender maketing is highly effective in this sector in particular. And in one example, we see how a company still turns a good profit despite rejecting the mechanisms of gender marketing.
Not least, it’s down to us consumers. Quite apart from being more expensive, there’s nothing natural about pink for girls. It just happens to sell very well.
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