![Engineer Karen de Sousa Pesse](https://img.etimg.com/thumb/msid-110699880,width-650,height-488,imgsize-664067,resizemode-75/engineer-karen-de-sousa-pesse.jpg)
The Experiment: A Gender Switch
Once she changed her gender to male, the ads targeting her underwent a significant transformation. The familiar sights of baby products and children's clothing ads faded away, making room for promotions related to MBAs, executive courses, and career advancement opportunities.Also Read: Video of 3 friends sharing a hug before being engulfed by floods shakes Internet
"Around 2 years ago, I changed my gender to male on all social media. This is what happened next," Pesse shared on LinkedIn. She outlined the noticeable changes she observed after adopting a 'male' identity on her social media profile:
- No more advertisements about baby products, children's clothing, or family-related activities.
- A significant increase in ads promoting pursuits like pursuing an MBA, executive courses, and career advancement.
- Absence of ads related to pregnancy tests, menstrual products, or undergarments.
- A surge in ads for luxurious holidays, sports cars, and real estate.
- Disappearance of ads targeting expat jobs typically associated with women, replaced by ads for roles like street cleaners and bus drivers.
- Introduction of ads concerning financial management, investing, and wealth growth.
- A notable increase in political advertisements.
Reactions To The Gender Experiment
Responses to Pesse's experiment varied. One commenter shared their own experience, stating, "I did this too, but it wasn't exactly an experiment. What I can add to this list: a massive amount of ads about working out, growing muscles, clothes that make you look more muscular, and soaps that smell nice to women. (Body positivity doesn't really exist for men yet). And a lot of ads about meals that are healthy but don't require any cooking skills."The discussion extended beyond personal experiences to encompass broader societal implications. It sparked broader discussions about gender stereotypes in marketing. Users pondered over the perpetuation of stereotypes through marketing strategies and contemplated the potential for change if marketers challenged conventional norms. Some even suggested that major corporations undertake similar experiments to assess the effectiveness of targeting non-stereotypical audiences.
Also Read: Why does Anurag Kashyap believe Mammootty stands apart from Bollywood stars? Director highlights key differences
"Wow, what a great illustration of how stereotypes are kept alive and promoted. Thanks for sharing," remarked one user. Another pondered, "Really interesting experiment, indeed! Marketing is based on stereotypes... But what if ‘smarter’ marketers started questioning the status quo? I wonder if some of the big companies would be willing to do such an experiment (of marketing to a non-stereotyped audience) and report on the outcomes)."
One user highlighted the role of algorithms in perpetuating biases, citing a comparison between their TikTok feed and that of their teenage daughters as evidence.
Karen de Sousa Pesse's LinkedIn profile sheds light on her professional background as a Nanotechnology and Material Science Engineer. Having worked across multiple countries in America, Europe, and Asia, she has contributed her expertise to renowned companies like IBM and Microsoft.
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