Brands need to assess the gendering of tone and how they define
their target audiences. Today's younger consumer has a far more nuanced understanding of character and brand - the way we engage with them, inspire and sell to them has to change too. Stripping back on gender associated with brand voice, and seeking out areas where tone or targeting isn't inclusive is critical for longevity, especially as we grow out AI.
Global brands like Amazon/Apple are criticised for entrenching gender biases
with Alexa/Siri, stemming from the male-dominated engineering world. As brands we don't have to fall into that trap. Our tools, like voice search/chatbots, need to be designed from the ground-up with these new values in place.