Is the Future of Personal Care Product Packaging Gender Neutral?: a Comparative Study on the Consumer Perceptions of Gendered Packaging by Generation Z and Generation X

Abstract

Traditional gender roles and stereotypes are changing yet certain industries rely on these stereotypes in their marketing, such as the personal care product industry and its common usage of gender-specific packaging. Therefore, this study aims to investigate how consumers perceive the gendered packaging of personal care products to evaluate the effectiveness of this marketing strategy. Through the qualitative research method of focus groups, the consumer perceptions of generation Z and generation X consumers in Helsinki were investigated and compared. The researcher asked general questions about gendered packaging and showed examples of personal care product packaging to gauge their perceptions. The main theories used in this study to develop the method and analyze the results were theories related to packaging as a marketing tool, gendered marketing, the stages of consumer perception, and generation Z and generation X as consumers. The focus group data was then analyzed using thematic analysis.

The results indicate that there are both similarities and differences between the perceptions of gendered packaging amongst generation Z and generation X. Both generations believe that most personal care products are gendered. Generation Z showed more of a preference for gendered products over generation X, yet both groups were in favor of a more gender-neutral approach. Both generations showed a preference for being able to decipher the scent, and purpose of the product on the packaging. Therefore, the results lead to the conclusion that marketers should consider focusing more on highlighting the product's features rather than its gender. Both generations also believed there is a demographic of non-binary consumers being left out by gendered packaging, which marketers should also consider. The scope of this study does not involve other product categories or consumers of other demographics and geographical locations. The study results are also limited by a small sample size, meaning more research would be needed to increase the generalizability of the results.