Why Greatist Isn’t Just for Women

Recipes By Elena Boaghi |

Greatist isn’t a site for women or men; it’s for every gender.

To be a successful brand, product, or service, you have to super-serve your audience. And that’s never been truer today. If you’re not really relevant to someone, you’re not relevant enough to anyone. Then you fail.

Our audience skews female (like just about all things health and wellness that don’t have “men’s” in the title), so it’d be easier to go all-in, commit, tell the world we’re just for the ladies (though we probably wouldn’t put it that way), and instantly become more relevant to women.

But easy things aren’t always right. Sometimes you have to take a harder path for long-term success. So why choose this harder way? What’s wrong with us?!

Well, for one, I’d estimate 95 percent of health and wellness advice is true no matter your gender (or even age, BTW).

But there’s an even bigger reason: We think people aren’t just their gender. In fact, we think people are less “just their gender” than ever before.

We hear from our female audience that they’re tired of being treated as if they’re all the same. And we hear from our male audience that there are far too few places for them to turn that aren’t just about helping them “get HUGE!!!”

(By the way, there’s definitely a HUGE!!! opportunity to speak to a more mindful, healthyish male. We’re doing more of this at Greatist, and I’ve heard some other smart folks are working on this area as well. But as more men get comfortable being honest about their health and admitting—to themselves and to others—that they’re far from perfect, the more they’ll be seeking something that speaks their language.)

Millennials of all genders have been shamed and shaped and triggered and angered by the body pressure they’ve been subjected to since childhood. I know I have.

I’m also a male—surprise!—and, for better or for worse, that obviously shapes my perspective here. I may be the only male on our executive team (and even board of directors), but it doesn’t feel appropriate for me to run a brand dedicated just to women. It’s not what I intended to build nor what I think I’d be best at leading.

The future of health (much like the future of everything probably) is undoubtedly less gender-centric. As gender becomes more fluid (even me referencing “men and women” as the only genders here seems out of touch given Facebook now gives the option to self-identify as 71 different gender types).

We want to be relevant at Greatist today AND we want to be relevant tomorrow, so we’re taking the hard way today so we can last well into tomorrow.

I created this company to speak to anybody and everybody trying to get better… no matter their size, creed, or gender.

That’s why we’re proudly a gender-neutral brand and always will be.

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