Addressing the Gender Gap in Brand Engagement
Lawrence A. Crosby and Jenny Darroch
America Marketing Association
I approach the question of gender differences in brand engagement with considerable trepidation. Whatever I say, I’m skating on thin ice with the nine female members of my immediate family. Fortunately, my co-author for this column is a leading scholar on marketing to women and has promised to keep me out of trouble.
Jenny Darroch, my colleague at the Claremont Graduate University and author of the forthcoming book, Why Marketing to Women Doesn’t Work, is joining me to address a crucial segmentation question: Do women engage differently with brands than men? Obviously, by writing this column, we’re acknowledging that the answer is yes, and we’re setting out to outline why that is and what that means for marketers targeting female audiences.