Marketing the Gender Wars – HotAir

There are few issues in today’s society like the struggle over gender issues, and for good reason.

There has been an explosion in the number of children identifying as transgender, encouraged by an education and media ecosystem that preaches to children and in some cases actively recruits them to be trans. School curricula have changed dramatically; Disney openly embraced the ‘queering’ of children; men jumped into women’s sports; and doctors were advertising on TikTok to maim patients.

Even the president and the Administration embrace the most controversial elements of transgender ideology, openly attacking parents who object to massive changes in government policy in less than 2 years. POTUS sat down for an interview with a man who transitioned to “girl” a few hundred days ago; it was longer than his interviews with legitimate media outlets.

Obviously, this worries a lot of people.

Why, I wonder, would a sports league want to throw itself into the middle of a culture war it could easily avoid?

The short answer is: I can’t say for sure. I have a guess. I can only speculate. I can and do trend analysis. But if you look at the National Hockey League as a money-making enterprise, the move makes little sense at first glance.

Hockey is gaining popularity especially among women and young people. But the fan base still entertains men and the elderly. In fact, according to the NHL, 60% of hockey fans are over the age of 50.

This strikes me as a group less likely to jump on the “trans women are women” claim. The type of middle-aged guy who likes to sit around with a beer and watch men skate and fight seems unlikely to be a gender activist.

As the NHL revealed to The Associated Press earlier this year, a clue may be found in Hockey’s new marketing strategy.

Efforts to develop relationships include social media. The deal with Turner led to Bleacher Report expanding its reach and the B/R Open Ice vertical, while the league formed a content partnership with TikTok. Bleacher Report’s hockey site posted its most viewed month in May (35.8 million page views) and tripled engagements from last year.

Browning is also pleased with the NHL’s share of young fans. League research found that 80% of users on its digital channels are Gen Z and millennials. Created in 2019, the Power Players board polls fans and social influencers aged 13-17.

Aidan Gunn, part of the board, pointed to changes in marketing for growth.

“They are less professional in their marketing. And I mean that in the best possible way. It’s more personal,” he said. “I really believe that social media is basically an elevator pitch, you have two seconds to grab someone’s attention. I think recently in the NHL, which is completely reflected in their marketing strategy. They’ve done a great job expanding all their content.”

Mick said of what they’ve seen from the board’s recommendations, more activity on TikTok showing things like players entering the arena, similarly pregame fashion picks, has increased traffic on the NBA and NFL sites.

If you’re pitching your product to the TikTok crowd, your vacation zone is clearly the world’s most transgender-ideological audience.

This, of course, does not resolve the fundamental conflict of marketing between the interests of the existing fan base and the interests of the next generation. The more you push your product towards the youth market by adopting their most unusual tastes, the more likely you are to offend your existing fan base.

Another complementary explanation is that social media marketers come from the generation and groups most likely to embrace the current “thing” in social media. Just as corporations hire non-business types in their philanthropic and government affairs departments to shift their public policy and philanthropy to the Left, businesses hire TikTok types to market on TikTok. TikTok influencers don’t exactly reflect customer demographics.

Tampax, a company that manufactures menstrual products for women, also jumped into the gender wars. They posted a series of Tweets that many women found highly offensive and some found downright rude. Among the most offended are, ironically, feminists.

While this tweet is not out of character, it manages to be both extremely rude and extremely offensive. It’s offensive to both men (you’re in their DMs – meaning social media creeps) and women (“we’re in them” – meaning it’s inside women instead of used tampons). Yuck and yuck.

Another strange tweet from the company referred to their customers as “bleeding people” rather than women. I’m not sure how most of the company’s customers would refer to themselves. This is extremely reductive. Tampax reduces a class of people to a subhuman biological characteristic, while refusing to acknowledge that the biological characteristic is related to whether a person is female or not.

Does Charmin sell its products to “safety people”? If they approached you like that, would you hug them? Hey, sh!tspewer! Buy our product! Everyone is bad – do it with our product.

Charmin uses cartoon bears to market instead. Makes sense to me.

I have to believe that the cultural connection between corporations and the people they market to is a product of personnel choices. They recruit young Twitterati and TikTokers to market to other young people, completely missing the fact that they are alienating entire segments of the population.

Or maybe it works even though it hurts people. Perhaps it’s a rational marketing decision to secure the loyalty of one group and leave the rest to other companies. Segment the market by political and cultural affiliations.

It is tiring and tiring. Even if this marketing strategy works, and I doubt it, it is socially destructive. Inciting social discord to win your customers’ loyalty is a far cry from the Coke and Pepsi taste tests of old.

Now we have political trials and it is hateful.