Subscription services market to men with items traditionally targeted to women
Trend - Brands looking to overthrow gendered marketing are offering subscription services targeted to men, with products that were once almost entirely marketed towards women. Avoiding the pitfalls of gendered selling, these brands are contributing to a growing narrative that’s pushing for brands to be more inclusive and less divisive in how they associate “genders” with specific products or rituals.
Insight - For many North American consumers, particularly those who belong to Gen Z and Millennial demographics, gender is no longer the defining aspect of their self-identity. Gender norms are increasingly being shed and replaced with more neutral and progressive notions of how gender can and should be expressed. These changing dynamics have resulted in the consumer push for brands to stop boxing them into traditional categories, and instead focusing on their individual needs and preferences.
Insight - For many North American consumers, particularly those who belong to Gen Z and Millennial demographics, gender is no longer the defining aspect of their self-identity. Gender norms are increasingly being shed and replaced with more neutral and progressive notions of how gender can and should be expressed. These changing dynamics have resulted in the consumer push for brands to stop boxing them into traditional categories, and instead focusing on their individual needs and preferences.
Workshop Question - In what areas could your brand be more inclusive?
Trend Themes
1. Gender-neutral Marketing - Subscriptions and product lines traditionally targeted to women are now being positioned to male consumers.
2. Simplification and Convenience - Brands are offering products and services that simplify purchasing processes and are geared towards a more convenient lifestyle.
3. Inclusive Male-specific Beauty Products - Brands are developing masculine-focused products that address male-specific needs and self-care trends.
Industry Implications
1. Subscription Services - Brands are offering subscription services that provide consumers with convenient and personalized products on a regular basis.
2. Beauty and Personal Care - Brands are developing product lines that are gender-neutral and cater to specific male beauty needs.
3. E-commerce and Retail - Brands are redefining how products are marketed and sold, specifically targeting Millennial and Gen Z consumers and their preferences.
