Men and woman are about to become one sex - at least in the eyes of industry and advertising, a new consumer trends report claims.
Changes in the structure of society have blurred traditional distinctions between men and women, according to research group Datamonitor.
This has forced manufacturers and advertisers to adopt new marketing strategies to woo consumers.
"Gender complexity" has made men become more feminised, taking an active role in parenting while becoming more fashion conscious and spending more money on beauty products, according to Datamonitor's research.
Women, meanwhile, have more earning power, marry later in life or stay single, while catching up with men in the boozing stakes.
The changes in gender attitudes are already reflected in advertising where ads for Pampers nappies feature a father or in the design of All Bar One bars which sport a lighter female-friendly decor.
"Age complexity" is another mega-trend, where children grow up young while more adults want to act like teenagers.
Link: BBC NEWS | Business | 'Gender blur' impacts sales tactics.
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