Rather than endearing a brand to its target audience, it often has the reverse effect—it dissuades the intended audience from choosing a product they would otherwise consider.

The reason? People don’t like being categorized or boiled down to a single identity. Even when the stereotype is cast in a positive light, it can still backfire. Gender labels bother women more than men, likely because women have consistently been marginalized by negative stereotypes.

Read the full article from Forbes.