Gender-based marketing, also known as gender marketing or gender advertising, is a strategy where marketers divide and target their audience based on gender, crafting messages and products that appeal specifically to men or women

. This approach relies on assumptions about the different physical characteristics, interests, behaviors, and psychological patterns traditionally associated with each gender, which are influenced by societal and cultural norms

. In practice, gender-based marketing tailors various elements of the marketing mix-such as product design, pricing, promotion, and distribution-to meet the perceived needs and preferences of male and female consumers

. For example, products may be designed with features or aesthetics thought to appeal more to one gender, and advertising messages may emphasize traits stereotypically linked to men (like strength or power) or women (like beauty or nurturance)

. While gender marketing can help brands connect with specific audiences and build loyalty by addressing gender-specific needs, it often relies on stereotypes, such as marketing blue toys to boys and pink toys to girls or using different colors and themes for men’s and women’s products

. These stereotypes are increasingly challenged as society moves toward greater gender equality and inclusivity, prompting some brands to adopt more gender-neutral or stereotype-breaking marketing approaches

. In summary, gender-based marketing is the practice of segmenting and targeting consumers based on gender differences, using tailored messaging and product offerings that reflect traditional gender roles and behaviors, though this approach is evolving with changing social attitudes