Target is taking the reigns on reducing gender stereotyping for children by eliminating gender-specific signage in stores. Things like toys and bedding will be advertised as gender-neutral. The signifying colors of pink or blue will be removed from the back walls of shelving units, and overhanging signs will suggest "for kids" instead of "for girls" or "for boys".
This advertising move will reduce gender stigmatization for kids who want to play with all kinds of toys. Instead of perceiving a toy as "meant for boys," parents and children will be more inclined to purchase items that were previously marketed to only one gender.
As stores change their layouts to embrace gender-neutral advertising, it's only a matter of time before manufacturing companies like Hasbro or Fisher Price do the same with their products, eliminating gender stereotyping from play.
Gender-Neutral Store Branding
Target Redesigned its Store Layouts to Decrease Gender Stereotyping
Trend Themes
1. Gender-neutral Advertising - Eliminating gender-specific signage and colors in stores to reduce gender stigmatization and encourage inclusive play.
2. Gender-neutral Products - Manufacturing companies like Hasbro or Fisher Price will likely follow suit and eliminate gender stereotyping from their toys and products.
3. Inclusive Marketing - Businesses are shifting towards advertising that appeals to a broader audience, creating opportunities for innovative marketing strategies.
Industry Implications
1. Retail - The retail industry is leading the way in implementing gender-neutral store layouts and advertising.
2. Toy Manufacturing - Toy companies such as Hasbro and Fisher Price can seize the opportunity to disrupt the market by producing gender-neutral toys.
3. Marketing and Advertising - Assisting companies in creating inclusive marketing campaigns that resonate with a diverse customer base.