The Zurich city administration is committed to gender. A rethink is now taking place in the marketing departments of large companies.
Illustration Dario Veréb / NZZaS
“The people of Zurich have more Lego than the people of Basel” – “The people of Glattbrugger buy more riding breeches than everyone else.” Two years ago, the mail order company Digitec Galaxus caused a stir – and criticism – with a campaign that prominently featured gender stars. While some praised the original idea, others were bothered by the prominent placement of the star. “Let it go,” were some comments online. “As a company, you shouldn’t jump on such trends.”
The gender star heats up people’s minds. Next Sunday, the people of Zurich will even vote on him: The “Bye Gender Star” initiative demands that the Zurich city administration refrain from using phrases like “citizens” or “police officers” in the future. According to an NZZ survey last year, 54 percent of Zurich residents “strongly disagree” with gender in public documents.
The asterisk – or related linguistic forms – has also enjoyed some popularity in corporate communications in recent years. A survey by the “FAZ” and the Darmstadt University of Applied Sciences in 2021 showed that 16 of the 30 DAX companies support gender language. According to a survey by the Munich Ifo Institute, one in three companies in Germany uses so-called gender-neutral language.
Migros receives criticism on social media
In this country, too, the gender star appears again and again in company communications. Migros uses it in its German-language social media posts, for example – and is met with rejection by many. After numerous negative online comments, the company felt compelled to publish a video at the beginning of the year in which the equal opportunities officer of the canton of St. Gallen explains the meaning and purpose of gendering. The reaction: even more angry comments.
Some companies are experiencing the same situation as Migros, explains brand researcher Oliver Errichiello. “The belief has become established in the advertising industry that customers are sensitive to certain social issues – and that you have to position yourself as a company.” Especially with the gender star, this could backfire: “The symbol is now so politically charged that gender is a political statement. “So companies share political positions.”
According to Errichiello, such political positioning ignores the needs of customers. In surveys, many checked values such as “sustainability” and “diversity” when they had to indicate what was important to them when it came to consumption. “But if you ask people spontaneously and without any predetermined answers what they look for when shopping, they will say quality and price. This is also reflected in purchasing behavior.” And companies are not concerned with contributing to greater gender equality, but rather with attracting more customers.
Not everything has to have a political message
For the brand researcher it is clear: a company should think carefully about whether a symbol like the gender star fits its own DNA. “It is completely right for companies that have been anchored in this milieu from the start and address a very political target group to send such signals.” For example, anyone who produces vegan products or sustainable clothing usually has a young, urban customer base who is also sensitive to gender issues. “If, on the other hand, you just jump on this bandwagon like Migros, you decorate yourself with feathers that you don’t really wear.”
This is a danger for Errichiello. “If buying mayonnaise, mineral water or chewing gum is a social statement, then at some point nothing is apolitical anymore.” There are much better ways for companies to fulfill their social responsibility: “namely by producing sensible, high-quality products, paying their employees decent wages and treating their suppliers fairly.”
Marketing departments are rethinking
But Errichiello also says he sees a change. Step by step, the marketing departments are starting to rethink things. «More and more companies are moving away from so-called purpose marketing. Even large international corporations such as Procter & Gamble and Unilever have recently changed their marketing strategy here.”
In Switzerland, Migros subsidiary Digitec Galaxus was the first company to experiment with the gender star in its advertising campaigns. Since 2019, the online retailer has been using the claim “Almost everything for almost everyone” – although this is only in small print on the sidelines of the advertising posters.
Upon request, the company stated that the gender star is not an integral part of external communication, but is only used for individual campaigns. In areas such as customer service, product marketing or media releases, the company does not use the star in order not to disrupt the reading flow of the texts. When asked, Migros said it was important to them that everyone felt addressed when using the language. How this is implemented in practice “can vary depending on the communication channel”.
Comedy instead of gender
For Errichiello, a clear sign that the wind is changing. Change has already begun in the advertising industry: “Meaningfulness has become less important in the creative awards that are given out in the industry in recent years. Instead, the focus is again on humor and humor.”
However, last year Tilsiter Käse was able to find out what can happen when topics like gender and comedy are combined. Advertising posters with the slogan “Everyone is now non-binary and love various Tilsit*ers” caused some criticism – for example from Queer Thurgau. The saying was also perceived as discriminatory in the transgender scene.
This year, Tilsiter followed up with the headline: “All three genders, no lie, enjoy the Tilsiter rainbow”. A more conciliatory formulation – and without a star.
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