market segmentation:  what is gendered marketing?

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Gender stereotypes are not always obvious. They start to follow us from the our earliest days in the toy store and continues to influence us when choosing subjects at school and career. For the last couple of years EIGE is focusing on gender equality in the classroom:

I of IV: gender stereotypes and education:

One of the world’s largest engineering institutions is warning against gender stereotyping of toys in the run-up to Christmas amid concern it could be discouraging girls from pursuing a career in engineering and technology. Research by the Institution for Engineering and Technology (IET) found that toys with a science, technology, engineering and maths focus were three times as likely to be targeted at boys than girls. And despite high-profile recent campaigns that have had some success, toys for girls are still overwhelmingly pink.

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II of IV: girls vs boys toys: the experiment

Toys can influence what a child does in later years, experts believe.

The IET’s mission is to encourage more girls to pursue careers in engineering, science and technology. Latest figures show women account for just 9% of engineers in the UK, despite enthusiasm among girls at primary school for information and communications technology (ICT) and computing (according to recent IET research, 39% say they enjoy it), maths (38%) and science (36%).

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III of IV: gendered marketing: what is It?

“Societal stereotypes driving these gendered listings could be having a knock-on effect for the next generation of engineers, especially girls, impacting their future career choices,” the IET warned.

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Iv of IV: Girls & their interests: influenced early by toys :

               study by University of Washington

How often have you heard a student say "I'm not good at math or science?" University of Washington researchers have learned that girls in particular draw conclusions about their science and technology abilities much earlier than anyone suspected – even by the time they start elementary school. We speak with a researcher about ways to boost girls' interest in science and technology.