Companies often target consumers based on gender, but this kind of advertising shortcut doesn't just perpetuate outdated stereotypes -- it's also bad for business, says marketing expert Gaby Barrios. In this clear, actionable talk, she explains why gender-based marketing doesn't drive business nearly as much as you might think -- and shows how companies can find better ways to reach customers and grow their brands.

Why gender-based marketing is bad for business

Relying on gender as a shortcut for targeting consumers doesn't just reinforce stereotypes, it also wastes valuable business opportunities. In a study of 100,000 data-driven analyses across 20 countries, gender proved to be the most useful factor only 5 percent of the time. Companies that focus on deeper, more meaningful drivers of consumer behavior—like context, attitudes, and needs—unlock new avenues for growth and connection. Sticking to outdated gender categories leaves both profits and progress behind.

Gender-Based Marketing Holds Businesses Back And Misses Real Growth

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