The use of gender approaches in marketing: successful and unsuccessful practices

Modern society is increasingly focusing on issues of gender equality. This article examines the problem of the relevance of the use of gender approaches and peculiarities in marketing, the study of successful and unsuccessful brand practices in this direction. The article pays special attention to the key aspects of gender marketing, the advantages of its implementation and the impact on the growth of specific indicators. Attention was paid to the study of gender-neutral marketing. Based on the analysis, it is established that the introduction of gender-neutral marketing is acceptable, but due to psychological differences, there is a need for gender marketing. This problem is becoming increasingly relevant over time due to the strengthening of the gender equality agenda in society and requires further study.