One of the primary tools used by marketers is segmentation and target audience analysis. But there can be eerie similarities between segmentation and stereotypes. The only differentiating factor between the two is data. If a brand portrays only men as the family’s bread earner, it is a stereotype, but if a study or research shows that in most households, women take up the role of homemaker, the data can be used for segmentation.

Although no one can deny that stereotypes exist for a reason; they are derived from consumer behaviour patterns and can be used for target profiling. Men are more likely to analyze and discuss the mileage of a bike, or women would be more interested in a cosmetic brand ad. Even though these stereotypes are discriminatory and insensitive, they help in identifying the target consumer. The ideal solution, in this case, would be to focus on the primary segment while including other segments in the background.

Categorizing and classifying people into boxes often leads to generalization. Some brand advertisements showcase mostly new mothers taking care of the baby; these ads target only young mothers, whereas fathers too have an active role in child care.

A new wave of ‘breaking stereotypes’ has emerged where brands have become more conscious about inclusivity and gender representations. There have been constant efforts not to repeat the classic ‘ad stereotypes’ as ads impact society and its voice.

To avoid stereotyping, keep in mind:

• Don’t over-segment

When categorizing data, don’t give a rigid definition to a segment. Your target consumer might comprise majorly that particular segment, but segmentation should be flexible enough to include variations.

• Avoid broad segmentation

Describing a whole generation as a target segment can go wrong. Millennials, GenZ, Boomers all are generations and can’t be classified under segmentations as a whole generation won’t have the same behaviour patterns. Making products for ‘only millennials’ or ‘only women’ can alienate audiences.

• Ignore prejudices

Segmentation should be research-based and not prejudiced and oversimplified; it can lead to stereotyping of consumers.

To wrap it up,

Segmentation, when done correctly, can lead to effective marketing strategies and desired results. If not, it brings back the age-old stereotypes and consumer backlash.