The Cost of Wellness: A Discussion On “Health + Fitness” Targeting, Gendered Marketing & GOOP
We all know about the unnecessary gendering of certain products: BIC pens with flowers on the packaging (indicating pens for...girls?), DUDE Wipes made for....men's butts?, the pink tax, etc. But one area where unnecessary gendering can actually be dangerous is in the medication we consume - and yet, it's happening all over advertising in a big way.
There's a difference between marketing a medication or supplement to AFAB people who might be more likely to suffer from a specific condition, and marketing the same medication to different genders in markedly different ways...namely, along the dividing lines of women = emotional/men = reasonable and logical. Join us this week as we sit down with telehealth digital marketing expert KT Heins to talk about the sneaky ways companies are dividing marketing efforts along gendered lines, why it's actually a lot more dangerous than you might think, and how the goop-y wellness industry has set up a scary argument for its services that might put you in harm's way before you stand up against it.
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