Ethical concerns – sustainability, ingredients, production values, honesty to consumer
Social issues – gender neutral
Link the two issues – gender and sustainability. Younger market cares about environment and is more likely to respond to gender neutral packaging. In making packaging more environmentally friendly, it often becomes less gendered which in turn appeals to a market who crave neutral products.
Through making their products sustainable and ethically sound, the packaging has become more neutral and less concerned with gender. This is relevant is today’s market where people are becoming less concerned with binary gender.
Using gender neutral packaging is being sensitive to the current market.
Research sources
Online sources – current social issues, articles
Books – research into ethical issues and sustainability
Primary research – visiting shops, emailing brands which use gender neutral or sustainable packaging
Case studies – Lush and the Ordinary. Why do they have gender-neutrally designed products?
Books
Designing
Sustainable Packaging by Scott Boylston
While packaging is one part of a much larger marketing mix which includes
advertising, e-commerce and direct marketing, once a consumer has arrived at a
retail site, and more immediate relationship between package, product and
consumer predominates. A package on the shelf is much like an actor on
stage-the potential connection between this’ stage player’ and the audience
will only occur if the stage player
lives up to all the promised hype. This analogy is however, somewhat
simplistic, because it neglects to consider that while real actors work in
concert with each other, packages must compete with other ‘actors’ right next
to them, and each of these actors possess as much motivation to connect with
the audience as they do. p.g. 22
A package is a functional tool that fulfils the various
requirements of commerce. package designers must take into account the entire
life-cycle of the package they are proposing, from its place within the brand
hierarchy to the practicalities of transportation, containment, storage,
display, and-use and disposal. p.g. 26
Designers with the ambition to ’make their mark’ should
consider what design should and could be in the larger context of culture,
rather than what new typographic distortion they can make up for the sake of it
own visual novelty’. p.g. 35
Designers must not become so enamoured with the idea of a
package performing as a product that they lose sight of the fact that more
material is being used that in the original packaging. p.g. 52
Advertising as
communication by Gillian Dyer
Gender is routinely portrayed according to traditional cultural
stereotypes: women are shown as very feminine... and men in situations of
authority and dominance over women. Femininity and masculinity are prototypes
of an essential expression p.g. 98
Gender, Race, and Class in Media: A Text-Reader By Gail Dines, Jean M. Humez
“Male”
products were produced in black and white whereas those promoting “female”
products feature full-colour, pastel shades and soft tones. P.g. 269
The differences between advertisements for male
toiletries and those female searches are marked and, to a certain degree,
conform to certain binary oppositions which are generally accepted to relate to
men and women. In this particular case it needs to be acknowledged that in our
society are far less accustomed than women to purchasing sing a wide range of
toiletries. P.G.269
“Male” products, which are aimed not only at men but also
actually buying for now, therefore needed to take account of this when
promoting “masculine” products that, in some or many ways, be regarded as
“feminine”. p.g. 269
An important factor in the different presentations of
products for men and women is,,. a distinction by which gender stereotypes are
reinforced. Cosmetic advertisements frequently use colour as an “objective
correlation,” that is, the colour of a product and its surroundings are used to
link and enhance the quality and style of that product. Not surprisingly, therefore,
colour played an important role in the gender differentiation. p.g. 269
Slot as beautiful and landing at the beauty and
femininity they promised the beholder/purchaser. p.g. 269
Gender Advertisements by Erving Goffman Introduced by Vivian Gornick
What the human nature of males and females really consists of, then, is
a capacity to learn to provide and to read depictions of masculinity and
femininity and a willingness to adhere to a schedule for presenting these
pictures, and this capacity they have by virtue of being persons, not females
or males. One might as well just say there is no gender identity. P.g. 8
Given our stereotypes of femininity, a particular woman will find that
the way has been cleared to fall back on the situation of her entire sex to
account to herself for why she should refrain from vying with men in
mechanical, financial, political, and so forth. P.g. 8
Ethics in Social Marketing by Alan R. Andreasen
Unethical-or even ethically questionable-behaviour can
reflect negatively on such institutions. p.g. 160
Market research aimed at a target segment should
investigate how ethical practice is packaged (product), how it is delivered
(please), why, where, and how social matters would participate in ethical
practice (price and place), and how the change agent can promote routine
ethical assessment and consideration (promotion). P.g. 170
Otherwise, marketers are (at the least) accomplices if,
for example, they undertake projects that waste are misused public funds or
private funds to solve social problems. They cannot simply identify projects
from which they would profit and seek to undertake these without engaging in
thoughtful consideration of the consequences. p.g. 54
Third, the above general ends extend to all people
equally and in a similar manner must good reason can be given to show that they
must be restricted in their extension to the particular class of people
(e.g.,women; children; people of certain race, ethnic group, or religion), or
significantly modified (in a morally relevant fashion clothes, in their
realization by that group of people. p.g. 54
Such modifications or restrictions may be justifiably
imposed only if they can be shown to promote those general ends. This is
different from saying that they promote the general welfare. Instead,
restrictions on how it worth the expense to certain persons must search promote
equality; restrictions on how justice is administered to various people must
serve promote justice. p.g. 54
Within the preceding quotation, the traditions, history,
and customs of the society played an important and justifiable. In particular,
social marketers must be able to show that no other specific and end compatible
with the general and would accomplish or fulfil the same end (and its priority)
and do so with greater compatibility with the target group’s although moral
views, customs, traditions and history. p.g. 54
Giving voice to those affected, not simply with regard to
the means, but also regarding general ends is surely a matter of treating those
people with respect. If targeted individuals are permitted no say, and little
awareness, regarding the general ends towards which they are being directed,
they are treated more like incompetent individuals than adults. p.g. 56
We may feel compelled to promote certain other general
ends, such as the importance of diversity. Still, diversity can be overdone; it
can rupture social bonds. Societies need bonds that create unity within a
society. And a society may take limited, but positive steps to ensure that that
takes place. 56
Social marketing involves creating or identifying a
product that those addressed will seek or adopt, a place where those
individuals can get that product, price they can afford, and the promotion of
that product. Social marketing is an integrated effort to bring about desired
behavioural change. p.g. 57
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