Businesses which recognise and understand the differences between the sexes can benefit enormously when selling to them. Amy Fridlund from research agency Kantar TNS says many products are designed and sold for men, alienating potential women buyers. She gives examples of companies like IKEA, which has designed its stores to cater for both feminine and masculine behaviours. As gender issues become prominent and consumers are more aware of gender identity, businesses that don't address their own biases will fall behind.

businessessentials.com.au