Maisie Lloyd
Maisie is the Digital Content Manager at Intelligency, handling all things creative for the agency. Her experience centres around the production of digital content, pertaining to graphic design, writing copy, and video and audio content.
Is there a gender bias in digital marketing? (the hidden agenda)
When we think of gender bias, we often think of the pink tax on products. The disparity in cost between products marketed to men and women, where a simple change in colour or packaging can increase the price without adding real value.
And, while that is a common issue with gender-bias in marketing, there are more subtle ways that brands tend to sneak in gender-based biases.
· Imagery – men are frequently positioned as leaders or decision-makers, while women are portrayed as caregivers or supporters
· Product naming – phrases like “boss babe” aimed at women, compared with words like “power,” “defence,” or “extreme” used for men
· Tone of voice – messaging directed at women may emphasise emotion or appearance, while men are addressed through performance or strength
· Audience assumptions – marketers often assume who the decision-maker is based on gender
The cost of business when being gender biased
Gender bias affects businesses in two key ways: brand perception and commercial performance.
When marketing relies on gender-exclusive messaging, brands risk alienating part of their potential audience. Excluding prospective customers ultimately limits revenue opportunities.
Consumers who feel misrepresented or overlooked may disconnect from the brand, eroding trust and reducing engagement. This is particularly relevant given generational shifts around diversity and inclusion, where younger audiences increasingly expect brands to reflect broader identities.
Perhaps the greatest commercial risk is competitive disadvantage. As more brands prioritise inclusive messaging, those that fail to adapt may lose relevance and market share.
Algorithmic bias
Algorithmic bias occurs when AI systems are trained on historical data that already contains social biases. As a result, these algorithms can unintentionally reinforce stereotypes or existing inequalities.
In digital marketing, this may influence who sees certain advertisements, which audiences are targeted, or how content is distributed. In some cases, biased datasets have resulted in patterns that exclude minority groups or reinforce existing disparities.
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Intersectionality: Gender isn’t one-dimensional
Women are more than just their gender. While this may seem obvious, many digital campaigns still fail to reflect that reality.
Intersectionality recognises that people’s identities are shaped by multiple factors, such as age, ethnicity, ability, and social background. These dimensions influence how individuals experience the world and how they respond to marketing messages.
When campaigns treat women as a single, uniform audience, they risk overlooking the diversity of real experiences. A one-size-fits-all approach cannot reflect the wide range of identities that exist within any demographic.
Understanding intersectionality allows marketers to design campaigns that resonate more authentically with their audiences. Ignoring these identity dimensions, however, risks creating content that feels disconnected from the people it aims to reach.
