The Role of Social Media in Genderless Marketing Trend: Fostering or Shaping

Abstract

This article aims to examine the role of social media in fostering and shaping the genderless marketing trend, an emerging phenomenon that reflects contemporary social changes emphasizing gender equality and sexual diversity. In doing so, the study analyzes the impact of genderless marketing on products, services, and consumer behavior. It compares traditional advertising content, which relies on gender-based segmentation, with campaigns that adopt a genderless marketing approach. Furthermore, the article applies a Queer theoretical framework to elucidate how the genderless trend is constructed and manifested in society, thereby contributing to an understanding of its implications for social transformation toward greater inclusivity. The discussion highlights the potential of social media as a vehicle for promoting genderless marketing strategies that not only limit gender stereotypes but also raise consumer awareness of gender equality and diversity. From a business standpoint, genderless marketing can enhance brand image, expand market value, and support long-term competitiveness. Ultimately, the insights gleaned from this study offer guidelines for organizations and marketers seeking to advance genderless marketing in order to encourage societal change and inclusion, as well as to foster positive engagement with diverse consumer communities.