to think this Dyson marketing is jaw droppingly sexist?

[wheresmymojo]

I received an email from Dyson today containing tips on how to clean my house.

Every single image in the email showed a woman cleaning.

There is one image of someone hoovering their dog (why?) where the arm may belong to a man but it's not clear.

I clicked through to the webpages the email linked to for 'more info' and again...all of the images showed a woman cleaning.

There was one with a man...doing DIY.

AIBU to think this is jaw droppingly sexist for 2023?

I'm not one of those people who get offended by everything and anything but I feel properly peeved about this...

Example images from the email attached...the email then links to these web articles

If you don't think AIBU then perhaps you could also complain to them?

If you think AIBU then feel free to follow the links for super cleaning tips for wimmins.

https://www.dyson.co.uk/newsroom/insights/cleaning/how-to-deep-clean-your-childrens-bedroom?utmsource=sfmc&utmmterm=&utmcontent=34414&utmmid=7cd71f94-614a-4065-8b1e-fd59ad90d29e&sfmcid=46136539&sfmccactivityid=4020991c-f623-4488-b4ec-58c4f711144e&utmmedium=email&utmmcampaign=GB-000011-Discover-Home-Cleaning-Tips-CARE-1

https://www.dyson.co.uk/newsroom/insights/cleaning/how-to-clean-common-areas-of-your-house?utmsource=sfmc&utmmterm=&utmcontent=34414&utmmid=7cd71f94-614a-4065-8b1e-fd59ad90d29e&sfmcid=46136539&sfmccactivityid=4020991c-f623-4488-b4ec-58c4f711144e&utmmedium=email&utmmcampaign=GB-000011-Discover-Home-Cleaning-Tips-CARE-1

In principle I agree with you.

But...aren't they all the same woman?

I'm sure that there are rules in the UK that adverts must not contain gender stereotypes, for example cleaning and love of hoovers being a woman thing.

Are those all AI?

Agree. If they have used the one model, fine. Various women but no men or children, not fine

Looks like the same woman to me.

As they say It's a man's world 😫men can hoover too.

This type of stick vacuum cleaner is marketed as being lightweight and suitable for people who find the other sort heavy and cumbersome - so it's more likely to appeal to women...maybe?

But can they vacuum with a Dyson?

On a loosely related note: Whenever I see discounted Dyson products, it's always the fans or vacs/cleaning stuff. I've not yet seen any of their hair tools reduced. 🤔

It is sexist. But maybe, statistically more women make vacuum choices and purchases than men, so they market to women.

Or maybe they just understand their target market

But would the target market/people who buy hoovers be women if they marketed fairly?

A bit chicken and egg, isn’t it?

If they know that you're a woman then you might have received female-led marketing. I doubt they'd have sent the same email to someone they knew was a man.

I'd actually buy a Dyson that was marketed to men as eg the vacuum cleaner that James Bond uses. Telling DH that he looks handsome every time he's hoovering isn't working as well as I'd hoped so I'm all for getting Dyson on board in making their marketing less sexist.

I was reading a book the other day aimed at teenagers including teenage girls. It was written 5-10 years ago.

It referenced throwing like a girl (to a girl), the teenage girl needing to lose weight from her hips and a comment on the size of another girls thighs. I was reading it like wtf? And it was subversive it wasn’t even the main point of the sentence, and it wasn’t challenged. The book is about bloody ghost hunting (Lockwood and co).

What the hell is that about? My DD’s might be reading that assuming no one had opinions about their hips, thighs or how they throw only to read that and assume they do!!! Weird.

I don’t get the insipid sexism all around us. Not nowadays.

I don't think James Dyson is well-known for his progressive views is he? Maybe it permeates?

Clearly not or I (the target market) wouldn't be so pissed off

This is the packaging for my hoover..

I think if you're jaw drops at this, you really must get out more.

They're all the same woman.

Maybe there could be more men. I don't think it's that big a deal, maybe they are targeting women more deliberately, maybe they're stats reflect who their main consumers are. They didn't insist that vacuuming is only for women . Jaw dropping sexism- no.

Christ. No. This is not sexist.

The you aren’t their target.

The have used one model for various photos. I don’t see the issue. I also don’t think they need to book a male and female model just so people don’t think it’s sexist.

I am sure the model was glad Dyson hasn’t banned women from advertising their hoovers.

You're looking at it, you're sharing it with significantly more women on this forum - clearly you are target market even if you're unaware of it.

It is sexist if women think it is. By definition. But I'd never buy another Dyson unless James Dyson personally paid for us all to have EU passports anyway.