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Masculine and Feminine

In: Why Marketing to Women Doesn’t Work

Author

Listed:
  • Jenny Darroch

    (Peter F. Drucker and Masatoshi Ito Graduate School of Management)

Abstract

Research data shows an increased blurring of the boundaries between female and male roles. For example, fathers do more around the house and take on more childcare responsibilities because their partners are more likely to work (Anon, 2007b). As a result, today’s fathers are more “hands on” with their children when compared to their own fathers and grandfathers (Anon, 2007b); the “jobs” fathers do at home now align more with the jobs traditionally reserved for mothers.

Suggested Citation

  • Jenny Darroch, 2014. "Masculine and Feminine," Palgrave Macmillan Books, in: Why Marketing to Women Doesn’t Work, chapter 0, pages 188-196, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-35817-2_11
    DOI: 10.1057/9781137358172_11
    as

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