This Element is an excerpt from The Truth About What Customers Want (9780137142262), by Michael R. Solomon. Available in print and digital formats.
Marketing to men, marketing to women, and marketing to “übersexuals”…
Sexual identity is an important component of a consumer’s self-concept. People often conform to their culture’s expectations about how those of their gender should act, dress, or speak. Consider the gender differences that market researchers observe when they compare the food preferences of men to those of women. Women eat more fruit; men are more likely to eat meat. As one food writer put it, “Boy food doesn’t grow. It is hunted or killed…”