The Mindful Marketing Podcast

Episode: Why I Don’t Use Gendered Language in Marketing
Host: Andréa Jones
Date: August 19, 2025

Overview

In this episode, Andréa Jones explores the reasons she avoids using gendered language in her marketing strategy. Drawing on her professional journey, insights from diversity, equity, and inclusion (DEI) work, and industry statistics, Andréa discusses how gendered marketing may inadvertently exclude potential clients and why inclusivity should be a core value for modern brands. Listeners are invited to reflect on their own language choices and consider whether their messaging truly aligns with their intentions and values.

Key Discussion Points and Insights

Andréa’s Marketing Journey and Initial Reflections

• [02:05 – 07:22]
  • Andréa shares her early experiences in entrepreneurship, noting that although her original branding was "totally pink, very feminine coded," she never used language such as "social media manager for women."
  • She felt different from her peers who marketed themselves explicitly towards women (coaches, therapists, gyms); something didn’t sit right with her even before she could articulate why.
  • The turning point came around 2020 after reading a post by Liz Goddard about gendered marketing—Andréa internalized that such language confuses intention and can be exclusionary.

    “When you market your business as for women, you’re actually excluding everyone else. When really what you’re saying is you don’t want straight men.” – Andréa Jones [07:58]

The Shift Toward Inclusive Marketing

• [11:22 – 20:10]
  • She emphasizes that this conversation isn’t about “canceling” anyone but is an invitation to reflect on the impact of our words.
  • Andréa acknowledges her own ongoing work to shift everyday language towards greater inclusivity, consciously replacing "hey guys" and phrases like "that's crazy" with more neutral or considerate alternatives like "y'all," "friends," and "that's wild."

    “Sometimes this old dog is hard to learn new tricks... But the hey guys slips out. I’ve been focusing on y’alls and folks and friends, so that has been a great journey for me.” – Andréa Jones [12:42]

Citing Powerful Statistics

• [20:11 – 26:29]
  • 64% of consumers take action after seeing inclusive marketing, a statistic even higher among LGBTQ2S+ and marginalized groups.
  • Inclusive marketing boosts short-term sales by 3.5% and loyalty by 15% ([21:27]).
  • 61% of consumers say they’ll stop buying from a brand if they feel excluded.
  • Andréa highlights the importance of objective data:

    “If we want to kind of take the feelings out of it and focus on the facts, that’s where we are. People buy from brands that they feel are aligned with their values.” – Andréa Jones [23:05]

How Gendered Language Excludes

• [26:30 – 34:58]
  • Using specific niches like "web designer for women" may unwittingly exclude non-binary, trans, or gender-fluid individuals.
  • Andréa shares stories about memorable clients she may not have worked with if her branding had been overtly gendered, including actor Brian Michael Smith.

    “I would not have worked, I don’t think, with Brian Michael Smith, if I had said I was a social media manager for women.” – Andréa Jones [33:50]

  • She notes that even with mostly women clients, being open in branding brings wider opportunities.

The Decline of Gendered Branding and Importance of Values

• [34:59 – 44:50]
  • Observes the “girlboss” era (2010–2020) and how “for women” branding is losing momentum.
  • Cites examples like “Bic for Her” pens failing because unnecessary gendering was seen as insincere.
  • Advocates for leading with values rather than labels, using inclusive signals in bios and communications (rainbow flag, pronouns, welcoming hiring forms).
  • Values and personality shine through client stories and the type of advice she gives, such as "simpler, smarter marketing for busy people.”
  • Uses diverse names in examples and case studies (Kenesha, Aria, Darius) to reflect real people and lives:

    “I actually had someone reach out to me afterwards and said, thank you for naming your characters with diverse names... I do that intentionally.” – Andréa Jones [43:45]

Notable Brand Examples: Wins and Missteps

• [44:51 – 49:57]
  • Fenty Beauty: Succeeds by embracing "Beauty for All" and authentic inclusive marketing, leading to extraordinary financial returns.
  • Target: Attempts at Pride campaigns lack consultation with intended audiences and often fall flat.
  • Dove: Celebrated for inclusive ads and "real beauty" campaigns, showcasing diverse bodies and building loyalty.

Reflection and Self-Inquiry

• [50:50 – 59:19]
  • Encourages listeners to check whether language matches their intentions and values, or if gender is being used as a shortcut.
  • Provides reflective questions:
    • Do you truly intend to work only with women?
    • Are you using gender as a proxy for a vibe or certain client qualities?
    • Would trans, non-binary, or gender expansive folks feel welcome?
    • Are you unintentionally excluding people you’d love to work with?
  • Reminds that inclusive marketing is a process with no finish line; openness to feedback is crucial.

    “My first response is always, well, you still may get it wrong because we’re all learning, right? ... As long as you’re open to hearing feedback, gathering that feedback, and adjusting, then I promise you, you’re going to be a better person by the end of it.” – Andréa Jones [55:11]

  • Asserts:

    “I don’t think marketing can be neutral anymore. Every buying decision we make in 2025, the year of Beyoncé, is and has to be intentional.” – Andréa Jones [54:09]

Notable Quotes & Memorable Moments

• “Marketing for women might help you feel specific enough to include people, but it also might be quietly closing the door on the people who would have walked through it.” – Andréa Jones [25:45]
• “Leading your business with values instead of labels...that’s what I do in my business.” – Andréa Jones [38:30]
• “Your business values are your personal values. And so you really have to look deep into what your values are and make sure that they’re accurately reflected in your business.” – Andréa Jones [58:29]

Timestamps for Key Segments

• 02:05 – Andréa’s marketing beginnings and feminist-coded branding
• 07:58 – Realizations about gendered marketing via Liz Goddard’s post
• 12:42 – Personal anecdotes about shifting everyday language
• 20:11 – The power of inclusive marketing: research and statistics
• 25:45 – The paradox of specificity and exclusion
• 33:50 – How non-gendered branding led to working with diverse, notable clients
• 38:30 – Leading with values, not labels
• 43:45 – Intentional use of diverse character names and feedback from audience
• 44:51 – Major brand case studies: Fenty, Target, Dove
• 50:50 – Reflection questions to assess language and values alignment
• 54:09 – “Marketing isn’t neutral anymore” moment
• 58:29 – The central role of value alignment in business

Conclusion

In this engaging and thoughtful episode, Andréa Jones urges business owners and marketers to critically examine their use of gendered language. She provides both actionable strategies and self-reflective questions, making a compelling case for inclusive, values-based marketing. Through anecdotes, data, and practical takeaways, listeners are encouraged to embrace evolving language with humility, intentionality, and authenticity.