COP 3 Reading: Gender-less or Gender-more

Although this article is largely opinion based article it was interesting to read about the issues of gendered product branding from someone who is affected by highly gendered products. Throughout the article Thompson discusses how androgynous aesthetics are becoming more mainstream as the demand for neutral products increases as brands that are highly gendered being to seem old fashioned and out of touch.Throughout the article Thompson looks at gender within product branding across a wide range of products from football teams to beer made specifically for women. Thompson also highlights the issues with brands creating more harm than good when creating products specifically aimed at women such as Aurosa (beer for women) which implies that women aren't capable of drinking normal beer. In contrast Cards Against Humanity created a humorous campaign selling 'Cards Against Humanity for Her', the traditional game sold in a pink box for $5 more to draw attention to discriminatory pricing against women. Within the article Thompson quotes Kate Moross who discusses the important role designers within gendered product branding 'designers and brands alike are in a prime position to influence and make change, by promoting acceptance, tolerance and tackling some of these issues head on, rather than undermining them'. Furthermore the article discusses how brands are alienating entire communities for whom gender isn't black and white which needs to change as gender fluidity becomes a growing choice for consumers. 

Thompson, G. (2017). Gender-less or Gender-more? Addressing gender in product branding.It's Nice That. Available at: https://www.itsnicethat.com/news/gender-in-design-130917.