Gender Marketing in the Automotive Industry - Differences in the Design of gender-specific Communication using the Example of Volkswagen AG

Abstract

Gender roles of women and men have undergone a serious transformation in recent years. This has been triggered by social changes within the population. Accordingly, women are more multi-faceted and multi-optional in terms of who they want to be. The already established roles of housewife and mother have not been exchanged but expanded to include the position of a career woman.1 In the past, women's lives were often limited to household chores and raising children. Today, women are not only better educated, but they are also in- creasingly employed. The greater earning power and the associated increase in disposable income have ensured that the female target group has become much more important for companies in recent years.2 Their increased pres- ence in what used to be typical "men's markets" has also raised the importance of women in the automotive industry.3 Just like women, men are also undergoing a period of transition regarding tra- ditional gender roles. Even though many of them still measure themselves by their professional success, status, and high income, career no longer takes up the center of life for all men. They also like to take on household tasks, grow in their role as fathers and integrate areas such as fitness, health care, and cosmetics into their everyday lives. These "new" women and men are more likely to be found in the younger generation.4 Companies perceive these changes and adapt their marketing strategies con- cerning the needs of women and men.5 The gender marketing approach is therefore being used increasingly in the marketing activities of companies. The 1 Cf. Canzler, Julia: Gender Marketing – Die Geschlechterrollen heute und daraus resultierende Ansätze für das Marketing, Erfurt, 2009, p.7. 2 Cf. Halfmann, Marion: Zielgruppe Frau – Marketing wird weiblich, Wiesbaden: Springer Gabler: 2014, p. 17. 3 Cf. Canzler, 2009, p. 19. 4 Cf. Canzler, 2009, p. 3. 5 Cf. Baig, Ulrike: Gender Marketing. Handlungsempfehlungen für ein erfolgreiches geschlechtsspezifisches Marke- ting, Hamburg: Diploma Verlag, 2015, p. 7-8. 1 implementation considers the biological as well as social gender differences and thereby tries to meet the customers’ requirements on products and pro- cesses in the best way possible. Based on these characteristics, a product- specific orientation towards "masculine" and "feminine" gender attributes takes place.6 This adaptation affects not only the product or service itself but also the way it is marketed. Marketing accompanies us from birth and therefore influences the way people identify with certain role models in the long term. Despite the changes in soci- ety, gender roles in advertising have not become more gender-neutral. While women are shown in less stereotypical, traditional roles, the portrayals of men still reflect a very traditional male perspective.7 The traditional gender roles that are still presented in advertising are crucial for the maintenance and re- production of inequalities between the genders.8 This raises the question of whether it is still necessary at all to advertise the same products differently in an age of equal rights for women and men. Be- cause even though this social change has taken place, it is particularly im- portant today to point out current problems regarding the reinforcement and spread of gender stereotypes.