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Pepsi and Cola are going gender neutral in their marketing, abandoning Pepsi Max and Coke Zero. Here's what this can tell us about gender expression and gender identity.

As I see it, there is nothing wrong with having pink and blue toys and clothing for kids. Children need symbols to explore their gender identity and their gender expression.

The problem is that the colors are not only associated with being a girl or being a boy, but that the they are accompanied by a lot of stereotypic ideas about the nature of gender and how girls and boys ought to behave.

On top of that are denied the right to choose the color they want. Only girls can be pink princesses. Only boys can be blue police officers.

You do not have to be transgender to see that this is about the kind of social conditioning that ensures that the children adhere to whatever is “normal” in that time and place.

And for some the choice of just two colors is just to limiting. We need the whole rainbow.

That being said: Both sex and gender are real. They are important components of who we are and can be.

Adults also need symbols and colors and words to express our gender identity. This applies to both straight and gay people (and all those in between), as well as transgender and non-transgender people (and all those in between).

Most sexualities depend on some kind of contrast between femininity and masculinity and beyond (whatever we mean by these words), which is why it makes sense to me that companies, in their branding, use gender signals to sell their products, even if the content is more or less similar.

Seen from this perspective marketing Pepsi Max for men and Diet Coke/Coca Cola Light for women makes sense, even i both bottles are filled with artificial sweeteners.

But now both cola-companies are abandoning gendered brands. What does that mean?

More about this here!