Marketing
In the past decade, marketing professionals have been increasingly aware of how important it is to consider gender roles in order to better serve other communities. According to a recent study conducted by Nielsen, “women are driving the majority of consumer purchasing decisions, with influence over 70-80% of all consumer purchases” (Nielsen, 2018). Marketing campaigns must consider not just traditional gender roles, but the differences among them. Marketers must also consider the needs of other groups such as religious, cultural and racial communities in order to develop a inclusive communication strategy. Companies should not use stereotypes in their messaging and make sure that they are relevant for every audience. Marketers of green products can use attitude studies to forecast sales. According to a study by O’Brien (2018), “attitude studies have been useful in predicting the sales of green products, as they have been able to measure the impact of attitudes on behaviors”. The research shows that attitudes studies are able to predict consumer behavior. This is often a good thing. Attitude studies are a powerful tool to help marketers market green products. Cont…
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