Gender Bias in Brands and Business: Using gender bias for good, not evil

This paper presents an approach that quantitatively measures conscious and unconscious gender bias across brand touchpoints as determined by the consumer in Australia.

Introduction

Businesses and brands have an opportunity to grow market share by better meeting the need of the genders. But it can be challenging to see the opportunities when gender bias, particularly unconscious gender bias, obscures them. This paper pilots and presents an approach that quantitatively measures both conscious and unconscious gender bias across brand touchpoints as determined by consumers to reveal areas for improvement. We show that armed with those numbers and a strong dose of organisational awareness, brands and business have the potential to overcome a legacy of gender bias and outdo the competition.

The indications

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