EXPRESS: The Effect of Gender-Neutral Marketing on Consumer Attribute Preference

As consumer demand for gender inclusivity grows, numerous brands are actively embracing gender-neutral communication and practices to signal their commitment to inclusivity. While companies generally assume gender-neutral marketing (i.e., efforts that explicitly reject binary gender categorization and stereotypes) nets favorable benefits, this research uncovers an unintended consequence of this marketing practice on consumer attribute preference. Specifically, the authors find that gender-neutral marketing decreases consumers’ reliance on aesthetics in product evaluations by reducing their endorsement of binary gender stereotypes in their decision making. Eight pre-registered studies—including field experiments, an eye-tracking study, and lab and online experiments—provide triangulating evidence for these propositions. The authors also identify three boundary conditions by revealing that the effect is less pronounced when the brand exhibits a prominent binary gender personality, among consumers who primarily rely on visual elements in their information processing, and when the target product is expected to be used in a social context. These findings deepen our understanding of how Diversity, Equity, and Inclusion (DEI) in marketing shape consumer behavior and provide valuable insights for managers seeking to implement gender-neutral marketing tactics.