Project:
Target group orientation and gender specific design for consumer policies
Project head in ISOE
Cooperation:
Gender-Institute Sachsen-Anhalt
Client:
Ministerium für Gesundheit und Soziales des Landes Sachsen-Anhalt
Duration:
04/2005-12/2005
Target group orientation and gender specific design for consumer policies
Consumer oriented policies in the EU as in Germany experienced a paradigm shift and the development of a new model. The idea of a uniform, rather passive consumer has been replaced by a more multifaceted image of intelligent and well-informed consumers. As a consequence males and females have to be taken more closely into account in their different roles as citizens, as participants in the market economy (in commerce) and as managers of every day life.
How to support consumers’ personal responsibility is a crucial issue of consumer oriented concepts. Together with the Gender Institute of the state of Saxony-Anhalt, the ISOE advises the ministry of Saxony-Anhalt in the conception of a new consumer-oriented model. Particular emphasis is placed on a gender and target group oriented perspective.
The ISOE and the Gender Institute of Saxony-Anhalt organized a workshop with decision makers from ministries of the states of Bavaria, Hesse and North Rhine-Westphalia in May 2005. The ISOE developed the concept of the workshop and made thematic contributions, illustrating on the one hand the paradigm shift in consumer policy drawing on examples from the EU, Federal and State level and emphasizing on the other hand the structural meaning of gender specific aspects within the new framework of a new consumer policy.