Opinion | Erika Nicole Kendall: Water marketed to men is selling a fake idea of masculinity. Healthy habits have no gender. - NBCNewsTHINK
In a statement, Cessario denied that the marketing was gendered, claiming that his comments about yoga moms were designed"to make the point that the health food industry has a very narrow minded view of what health-conscious consumers are into."
"This then translates into health food advertising featuring 'aspirational' fitness models and airbrushed celebrities," he said,"nothing weird or irreverent." Whole Foods shoppers might not be his target , but his stereotypical"yoga mom" is certainly being targeted by someone, too — and that’s the dangerous thing about how “wellness" is sold.
Marketing has the ability to convey powerful messaging, drive consumer behavior and legitimize messages we frequently see and hear about ourselves. It simultaneously guides our aspirations and affirms how we see ourselves. When the marketing used to sell wellness brands to the public validates questionable ideas about gender — and, for that matter, race — we should collectively cringe.
This exact same conversation could — and should — be had about the health and wellness websites of the world that overwhelmingly target young white women, rarely showcasing any diversity in gender, skin color, religion, body size or, frankly, perspective. Such sites are telling people that fitness is the sole dominion of thin white women, which is a conversation frequently had within communities of color.
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