I enjoy drinking beer.
I do not have a favorite, but any beer will satisfy my tastebuds in the partying moments. My male friends say otherwise; there are feminine beers and masculine beers. They wouldn’t drink the ‘feminine beers’ and believe that ‘masculine beers’ taste better.
What? Seriously? Why?
I was confused at this assumption since it’s the 21st century and Vikings no longer wander the earth. I am still in the age of lazily enforcing old-fashioned gender roles. Women, constructed in society’s minds, continue to be recognized as incapable, weak, and emotionally unstable. This culture also includes brands or companies that define what masculine or feminine behavior should be. Their archaic marketing campaigns and our societal beliefs of men, women, and leadership have contributed to the human rights struggle, reminding us that gender is essential.
Some people fit very comfortably into roles their society put them into, but others don’t. With the powerful shift in gender roles, we need to embrace the fluidity of gender, which does not have to fall under masculine and feminine stereotypes. Women don’t want to destroy or oppress men: they want to destroy toxic masculinity. We cannot expect individual women to solve the problem; that is a societal issue.
Are women who drink beer seen as obnoxious, loud, or have a social problem? Most men exhibit similar and its’s socially “acceptable” behavior. How can brands support gender equality and reduce related social issues?
Brands Superhead Change. Brands need to see the importance of responding to the current change relating to gender roles. Collaborate with women groups to spread the drive against gender stereotyping. This can offer authentic representations and experiences of the female consumer base.
Move Toward Gender-Neutrality. This shift is slow but international brands are beginning to realize a solid portion of their consumer base is women. Create more neutral content that invites everyone and stays with marketing trends.
Not Enough Gender Diversity. Companies should take the lead in promoting gender diversity, especially beer brands. It’s outdating to think of beers as a male industry; women drink beer. You don’t have to be the target audience to be a successful marketer.
Implementing change is complex, but where do we draw the line between gender stereotypes and standard segmentation. Consumers should hold brands and companies accountable for failing to properly represent the culture shift.
