Consumers’ Perceptions of Gender-Neutral Advertising: An Empirical Study

  • Aikaterini Stavrianea
  • Antonios Theodosis
  • Irene Kamenidou
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)


Traditionally, but also nowadays, advertising employs gender representations which are widely used and recognized. At the same time, we witness a constantly growing number of advertisements and brands that attempt to challenge the prevailing images and entities of masculinity and femininity. This paper presents the outcome of research regarding perceptions towards gender-neutral advertising and stereotypes. Specifically, it explores gender differences related to gender-neutral advertising and also differences regarding stereotypes amongst members of two different generational cohorts. The targeted population consists of the Greek generation Z and generation Y cohorts. Statistical analysis was employed to examine the hypothesized differences. Discussion based on results and advertising techniques is pointed out for a brand’s communications strategies.


Generation Z Advertising Gender-neutral marketing Gender fluidity Stereotypes 


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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Aikaterini Stavrianea
    • 1
  • Antonios Theodosis
    • 2
  • Irene Kamenidou
    • 3
  1. 1.National and Kapodistrian University of AthensAthensGreece
  2. 2.Athens University of Economics and BusinessAthensGreece
  3. 3.International Hellenic UniversityKavalaGreece

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