Ethics and Gender Marketing

Abstract

Marketing continues to evolve in harmony with a constantly changing environment. New marketing approaches have emerged in the business world, reflecting the strategies adopted by companies. Gender marketing is one such strategy, designed to target both male and female consumers through differentiated products, while enabling companies to increase their revenues through mass sales. However, the principle that “the ends justify the means” raises ethical concerns, as the methods used in gender marketing are not always morally justifiable. Ethical marketing therefore seeks to regulate questionable practices, particularly those related to gender marketing, by encouraging companies to respect ethical standards in order to achieve their objectives responsibly and create value for both the firm and the consumer.

This literature review aims to define gender marketing and ethical marketing and to present examples of unethical practices in gender-based marketing.