The Peloton ad has been generating quite a buzz for the company and for all the wrong reasons. The backlash on Twitter and other social media has been intense and swift. The company lost over $1.5 billion in value as shares took a nosedive.

Gender scholars have been working on this topic for a while and you can see their research here.

Dr. Susan Dobscha, Professor of Marketing at Bentley University, provides an ever-growing list on how to market to women. Add your thoughts and suggestion in the comments.

  1. Treat women as equals.
  2. Don’t show women as dumb blondes or dumb anything.
  3. Don’t show men as doofus dads either. It gives men social validity at being bad at domestic work and parenting. We can have two smart, caring parents.
  4. Show people of color, ethnicity, sexual orientation, gender identity, all body types, various people of abilities, and other intersectionalities.
  5. Fat women are not for your humor
  6. Show older women
  7. Support female athletes & female sports
  8. Ask yourself – does it pass the Bechdel test
  9. Support minorities
  10. Be aware of your privilege

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