Correcting unconscious bias in automotive marketing is at risk of oversteer

Unconscious bias is a strategic problem as much as it is a political correctness problem and the automotive industry seems to be rife with it, missing out on market growth. There’s so much lost opportunity according to McKinsey who say this may be a lost opportunity of 7% to the bottom line, by making a workplace diverse. I think this projection can equally be applied to our marketing and sales performance. Having worked on automotive brands as the dominant category for decades, I can see it is struggling to release the masculine foothold, and also at risk of a political correctness oversteer to become too feminine if we’re not careful too. By taking learnings from other categories, it seems to me that a gender neutral place will win in this category. So, what does that look like in our creative and channel planning?

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