As concepts of cultural gender shift, beer is reformatted for female drinkers
Implications - The strict gender roles of years past are continuing to be broken down with reversals like women in the workforce and men as homemakers, but a broader cultural shift towards consumers that are less concerned with how they are perceived is giving way to the feminization of the masculine and vice-versa. As such, the rebranding and consumption of beer as a more approachable beverage for women drinkers is taking precedent, and marking a larger cultural shift towards heightened androgyny in products with unnecessarily gendered associations.
Trend Themes
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Gender Neutrality — The androgynization of traditionally gendered products is becoming increasingly relevant as consumers are less concerned with socially constructed gender norms.
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Humorous Advertising — Humor can be an effective tool for connecting with audiences on sensitive issues like gender equality.
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Fruit-infused Beverages — Pursuing new and exciting fruit-infused beverage flavors that translate well into a canned beer format presents a disruptive innovation opportunity.
Industry Implications
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Alcohol — Gender-neutral branding strategies and innovative fruit-infused flavors are particularly relevant in the alcohol industry.
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Fashion/jewelry — Gender neutral products, such as jewelry with built-in bottle openers, presents an opportunity to promote functionality and fun in fashion accessories.
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Marketing/advertising — Humorous advertising has the power to grab attention and promote meaningful messages on a range of societal issues.
