Is Diet Soda Girly? Marketing companies take on gender contamination, the idea that when women flock to a product, men flee

Is Diet Soda Girly? Marketing companies take on gender contamination, the idea that when women flock to a product, men flee

Within the business world, this squeamishness has long been the problem that has no name; marketing executives and consultants I spoke with were well aware of the issue but didn’t have the vocabulary to talk about it. Avery had to borrow from anthropology to find the term ‘gender contamination,’ which traces back to the kind of ancient cultural taboos that banished menstruating women to special huts for fear they’d pollute everyone else.