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Hiking Marketing Gender

What Backpacks Reveal About Gendered Marketing

Adrianne Wadewitz, Ph.D. | Posted 01.27.2014 | Women
Adrianne Wadewitz, Ph.D.

The assumptions behind these marketing strategies reinforce stereotypical ideas of gender: that women are physically weak, that women are fascinated by fashion, that there is one specific female body type, and that women are "soft."