Gender-Coded Consumption
Products are assigned to genders and people buy to affirm or protect gender identity — avoiding what threatens it, paying more for the 'right' version; the coding is cultural, changeable and profitable.
An everyday example
Identical products at different prices in pink and blue; men avoiding a useful product marketed 'for her'.
What it can cost you
Paying gender premiums; forgoing useful products; identity threat steering choices.
Warning signs
- I would not be seen with it.
- I paid more for the version 'for me'.
One thing to do
Choose on function; notice when a gender code is doing the choosing or the pricing.
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