Different Environmental Advertising Appeals Resonate with Young Men vs. Women

Summary

Previous research shows men under 30 care the least about the environment and taking steps to protect it, and are averse to traditionally feminine behaviors, which environmental appeals usually angle toward. A new study compares young men and women’s responses to a “take care of your planet” messages perceived as feminine, with other appeals emphasizing physical activity or “sweating” for the environment, seen as more masculine. Although “caring” is less effective, a gender-neutral-themed message resonates more broadly.