Firstly, it is important to note that this blog has no intention of devaluing any male individuals that commit to the climate cause. The IST Environment Group’s sole aim is to highlight the correlation between the consumerism of green products and gender. All evidence given is based on factual knowledge and statistics.
The “Eco Gender Gap” is a concept that has recently been researched amongst marketing firms keen to understand the targeted audience of consumers that buy eco-friendly products. The term was created by market research firm, Mintel, who found that 71% of women try to live “more ethically” as opposed to only 59% of men. The company admits that these statistics may be a reflection of women who still make up the majority of house care-takers who clean, cook and buy for family house-holds. However, due to gender norms and stereotypes, being an environmentalist has been closely associated with femininity. As a result, men who wish to maintain a masculine status, have been less willing to commit to the climate cause than women.
But what exactly does this marketing for female audiences involve?
Green products targeting female audiences are extremely common. Female hygiene products such as baths soaps, skincare and menstrual products all have numerous companies creating sustainable alternatives, whereas there is nowhere near the same variety for masculine products.
Unfortunately, this division has influenced consumers that sustainability is “women’s work”, and men should doubt their sexual orientation if they decide to buy eco-friendly products. Men carrying re-usable tote bags for shopping or eating a veggie burger have been mocked for seemingly being “feminine” and fear to be “perceived as gay”.
This is an unacceptable attitude that many of us subconsciously adopt. Most of the authors who wrote articles concerning this “Eco Gender Gap” offered ideas as to how we can improve in the future to eliminate this gap. Unsurprisingly, many believe that more companies should market their products to male audiences as well as female. However, this does not get rid of this “Gap” since sustainable products would be marketed to two separate audiences. The root of this problem is the social distinction between what is considered feminine and masculine. Therefore, the only right course of action is to not fall victim to societal norms and focus on the main problem at hand; actively choosing to be sustainable to protect our environment!
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