Companies often target consumers based on gender, but this kind of advertising shortcut doesn't just perpetuate outdated stereotypes -- it's also bad for business, says marketing expert Gaby Barrios. In this clear, actionable talk, she explains why gender-based marketing doesn't drive business nearly as much as you might think -- and shows how companies can find better ways to reach customers and grow their brands.

Gaby Barrios: Why gender-based marketing is bad for business

Why gender-based marketing is bad for business

Using gender as a marketing shortcut is outdated and overlooks richer consumer insights, leaving business growth untapped.

Statistical analysis of 100,000 consumer profiles reveals gender predicts needs in just 5% of cases, challenging marketing norms.

Highlighting the universal needs of athletes regardless of gender, the approach shifts focus from demographic to psychographic metrics.