03.04.2025

The article “Is gender-neutral design just a female thing? Exploring the role of consumer gender and gender identification on the appreciation of gender-neutral package design” by Kristina Nickel (Kiel Institute for Responsible Innovation, Kiel University) and Janneke Blijlevens (RMIT Melbourne) explores how consumers respond to gender-neutral package designs across different product categories and consumption situations. Key takeaway: Moving away from gender stereotypes in packages can be a smart move - consumers tend to respond more positively (e.g., with higher purchase intentions), as these designs are perceived as more modern.

You can read the full article here 

( Ein Post vom Kiel Institute for Responsible Innovation [KIRI]