The triumphs of Carlos Yulo and Hidilyn Diaz at the Olympics have not only brought immense pride to the Philippines but have also shattered long-held gender stereotypes. Their victories offer valuable insights for Filipino brands seeking to connect with a diverse audience and create a more inclusive image.
Yulo and Diaz’s victories symbolize the power of hard work and dedication, regardless of gender.
1. Brands Need To Redefine Masculinity & Embrace Female Power
Yulo’s prowess in gymnastics, a sport often associated with femininity, challenges traditional notions of masculinity. Brands can learn to portray men in a wider range of roles and emotions, without compromising their strength or competence.
Diaz’s gold medal in weightlifting, a traditionally male-dominated sport, showcases female strength and determination. Brands can leverage this to empower women in their advertising and marketing campaigns, highlighting their capabilities and achievements.
Takeaway: gender stereotypes in marketing (either in casting, promotions, or copywriting) are a thing of the past. Brands need to approach marketing through inclusive lenses.
2. It's Hard Work That Brought Them Victory, Never Their Gender
Yulo and Diaz’s victories symbolize the power of hard work and dedication, regardless of gender. Brands can use their platforms to advocate for gender equality and challenge discriminatory practices. Both athletes represent a diverse Philippines. Brands can follow suit by featuring individuals from various backgrounds, ages, and abilities in their campaigns, promoting inclusivity and representation.
3. Male-Tagged Sports Like Basketball Or Boxing Ain't All That
For years, sports like basketball and boxing have dominated the public consciousness as the epitome of athletic prowess and entertainment. These male-tagged sports, traditionally associated with masculinity and physicality, have overshadowed many other equally deserving sports. However, the rise of athletes from diverse disciplines is challenging these stereotypes and proving that excellence in sports comes in many forms. It’s time to recognize and celebrate the broad spectrum of athletic achievement that goes beyond the confines of male-tagged sports.
4. Transphobia Should Never Be Used To Justify One's Lack Of Research, Bigotry, or Hate
Transphobia should never be used to justify one’s lack of research, bigotry, or hate. The case of Algerian boxer Imane Khelif highlights the urgent need for a more informed and compassionate approach to discussions about gender identity in sports. By prioritizing research, education, and inclusive policies, we can combat transphobia and create a supportive environment for all athletes. It is time to move beyond prejudice and recognize the value and dignity of every individual, regardless of their gender identity.
5. Using "Resiliency" As A Core Value For A Filipino Brand Smells Like Privilege
While it can sound like a positive trait at first, resiliency could show a perception of complacency, of accepting conditions as they are instead of improving them. It puts the brand in a context of survival instead of growth, and diverts accountability from the government–as in the case of athletes representing the country.
While overcoming adversity is commendable, a brand’s core value that focuses too much on struggle can create a narrative that is less aspirational. Customers and stakeholders might prefer to align with brands that emphasize positive, forward-looking values.
The success of Yulo and Diaz is a testament to the power of human potential when given the opportunity to shine. Filipino brands can capitalize on this momentum by embracing diversity, challenging stereotypes, and creating campaigns that resonate with the Filipino spirit.
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