The impact of gender roles on consumer behaviour has an important place in today's marketing strategies. Gender identity is one of the main factors shaping individuals' consumption habits, brand preferences and purchasing decisions. Cultural and social norms are among the factors that shape this identity and play a decisive role in the relationships that consumers establish with brands. This study examines the reflections of gender on marketing strategies and analyses its effects on consumer preferences. This issue, which is addressed from historical and contemporary perspectives, reveals how male and female consumers differ in their brand choices. It is emphasised that with the flexing of traditional gender norms, individuals can make freer choices and brands should develop gender-sensitive communication strategies. In addition, the impact of gender roles on brand loyalty and consumer commitment is analysed. The way consumers express themselves and the emotional bonds they establish with brands are directly related to gender-based perceptions. Therefore, the development of inclusive and egalitarian communication strategies by brands both increases consumer loyalty and contributes to social transformation. Finally, the impact of marketing strategies on consumer perceptions is evaluated in line with feminist and critical approaches. While new trends emerging with the rise of digital platforms contribute to the transformation of gender perception, they also bring ethical debates. In this context, brands developing strategies that challenge gender norms by adapting to changing consumer expectations will pave the way for a more inclusive marketing approach.