Consumers’ outlook on gender identity and the gender spectrum are shifting. However, gender continues to be a critical aspect of consumers’ identity and sense of self. Furthermore, the gender nonconforming population continues to make up a notable and growing portion of the LGBTQ+ community.
Across categories, brands can appeal to consumers’ gender identity and expression whether that’s with products and services that are gendered, gender-neutral or gender-fluid. Consumers see brands as having power and influence regarding gender acceptance and rights. Though brands should take cues from their established consumer base and ensure that all strategies are aligned with the brand’s identity, there are opportunities to advocate for gender equality, eliminate outdated gender stereotypes and normalize more modern representations of gender roles and identities.
This report looks at the following areas:
- Review of the LGBTQ+ and gender nonconforming population in the US
- The state of gender rights and inclusivity in the US today
- An overview of consumers’ beliefs about gender identity and expression
- Consumers’ gender expression in practice and across categories
- Consumers’ opinion on gender rights and the role they expect brands to play
- A look at how brands across categories are redefining traditional gender norms, exploring genderless product opportunities, and normalizing more expansive representations of gender
Although views on gender as a spectrum are shifting, gender remains an important aspect of consumers’ identity, especially for the gender nonconforming population.
Lisa Dubina, Associate Director, Culture & Identity
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Executive Summary
- What you need to know
- Consumer trends: key takeaways
- Opportunities
- What consumers want and why
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Market Dynamics
- Market context
- Terms and definitions
- The landscape of gender identity in the US
- The LGBTQ+ population has been steadily increasing over the past decade
- Graph 1: percentage of LGBTQ+ adults in the US, 2012-23
- The LGBTQ+ population is diverse across sexual orientation and gender identity
- Graph 2: gender identity and sexual orientation, among LGBTQ+ population, 2023
- Gender identity is highly personal, complex and nuanced
- A rise in anti-transgender rhetoric and legislation
- The increase in anti-trans attacks seems to be influencing a shift in Americans’ views on gender identity
- The landscape of gender equality in the US
- The continued fall-out of the repeal of Roe v. Wade
- The gender politics of presidential campaigning
- A look at exit poll stats by gender
- What a second Trump presidency means for gender identity and expression in the US
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Consumer Insights
- Consumer fast facts
- Outlook on gender and identity
- Consumers’ views and outlook on gender identity are shifting
- LGBTQ+ consumers’ outlook on gender has remained fairly consistent, but the total population is less likely to believe it’s a spectrum
- Graph 3: outlook on gender, by LGBTQ+ identity, 2022 vs 2024
- Gen Z consumers’ outlook on gender shows the most significant shift over the past two years
- Graph 4: outlook on gender, by generation, 2022
- Graph 5: outlook on gender, by generation, 2024
- However, half of consumers do consider gender to be different from sex assigned at birth
- Graph 6: gender vs sex, by LGBTQ+ identity, 2024
- Regardless of their views, consumers consider their gender to be an important aspect of their identity
- Regardless of their views on the concept of gender, the majority of consumers consider their gender to be an important aspect of their identity
- Graph 7: agreement – “My gender identity is an important aspect of who I am,” by LGBTQ+ identity, 2024
- Mintel Trend The Next Genderation
- Nearly a quarter of consumers know someone who is transgender or nonbinary
- Graph 8: personal prevalence of gender variance, by LGBTQ+ identity, 2024
- Among the total population, fewer consumers are sharing their pronouns compared to 2022
- Graph 9: sharing pronouns, among LGBTQ+ consumers, 2022 vs 2024
- Graph 10: sharing pronouns, among total population, 2022 vs 2024
- The share of Gen Z consumers who share their pronouns has held steady since 2022
- Graph 11: sharing pronoun, by generation, 2024
- Outlook on gender expression
- Authentically presenting and expressing their gender is important to more than half of consumers
- Graph 12: importance of gender expression, by LGBTQ+ identity, 2024
- By understanding which consumer segments prioritize gender expression, brands can better tailor their products, services and messaging
- Graph 13: importance of gender expression, by race and Hispanic origin, 2024
- Graph 14: importance of gender expression, by gender, 2024
- LGBTQ+ consumers are more fluid in their gender expression compared to the total population
- Graph 15: gender expression – fixed vs fluctuating, by LGBTQ+ identity, 2024
- Young and multicultural consumers’ expressions of gender are more likely to fluctuate
- Graph 16: gender expression – fixed vs fluctuating, by generation, 2024
- Graph 17: gender expression – fixed vs fluctuating, by race and Hispanic origin, 2024
- Recent fashion trends offer examples of increasing gender fluidity
- Gender expression in practice
- Clothing is the most common way consumers express their gender, but LGBTQ+ consumers are likely to use jewelry and tattoos/piercings as well
- Graph 18: five primary ways consumers express their gender, by LGBTQ+ identity, 2024
- Modes of gender expression vary across gender identities
- Graph 19: five primary ways consumers express their gender, by gender identity, 2024
- Beauty and personal care brands have the most direct connection to gender expression for companies to take advantage of
- Graph 20: five primary ways consumers express their gender, by generation, 2024
- Graph 21: five primary ways consumers express their gender, by race and Hispanic origin, 2024
- Brands embracing and appealing to various forms of gender expression
- More than a third of LGBTQ+ consumers crave more ways to express their gender and identity
- Graph 22: agreement – “I have trouble finding products/brands that authentically align with my gender identity,” by LGBTQ+ identity, 2024
- Graph 23: agreement – “I wish I had more ways to express my gender identity,” by LGBTQ+ identity, 2024
- Men, more than women, are looking for more brands and ways of expressing their gender identity
- Graph 24: challenges in gender expression, by gender identity, 2024
- Virgin Atlantic redefines flight crew “professionalism” by implementing a gender inclusive uniform policy
- Gender fluidity across categories
- Personal care products have the best chance of appealing to both the total population and LGBTQ+ consumers with gender-neutral/-fluid products
- Graph 25: interest in gender-neutral or gender-fluid products across categories – any likelihood to purchase, by LGBTQ+ identity, 2024
- Younger consumers are most open to gender-neutral and gender-fluid products
- Graph 26: interest in gender-neutral or gender-fluid products across categories – any likelihood to purchase, by generation, 2024
- Despite notable interest in genderless or gender-fluid personal care products, the category remains fairly gender coded
- The common practice of marketing products as gender coded or specific can potentially polarize some LGBTQ+ consumers
- Graph 27: agreement – “Gender-specific products perpetuate outdated gender stereotypes” – among the total population, by generation and parental status, 2024
- Graph 28: agreement – “Gender-specific products perpetuate outdated gender stereotypes,” by LGBTQ+ identity, 2024
- New, independent and premium personal care brands are increasingly appealing to all genders
- Gender-neutral or fluid outerwear, jewelry, fragrances and color cosmetics hold notable interest among transgender and LGBTQ+ consumers
- Graph 29: interest in gender-neutral or gender-fluid products across categories – any likelihood to purchase, among LGBTQ+ consumers, by gender identity, 2024
- Opportunities to expand the aesthetic and functional products available for trans, nonbinary and gender-fluid consumers
- State of gender rights and equality
- The majority of consumers feel traditional gender roles and stereotypes are still too prominent in society
- Graph 30: agreement – “The US has yet to achieve true gender equality,” by LGBTQ+ identity, 2024
- Graph 31: agreement – “Traditional gender roles are still highly influential in society today,” by LGBTQ+ identity, 2024
- In consumers’ own words: gender equality in the US
- Outlook on gender equality varies by generation, political affiliation, ethnicity and employment
- Graph 32: [no title]
- Graph 33: outlook on gender equity in the US – any agree, among the total population, by gender and race/Hispanic origin, 2024
- Outlook on gender equality varies by generation, political affiliation, ethnicity and employment
- LGBTQ+ consumers are much more likely to have felt limited by traditional gender roles
- Graph 34: agreement – “I personally have felt limited by gender norms and stereotypes,” by LGBTQ+ identity, 2024
- LGBTQ+ women, transgender/nonbinary consumers and gender-fluid individuals are most likely to have felt negatively affected by gender norms
- Graph 35: personal impact of gender norms and stereotypes – any agreement, among LGBTQ+ consumers, by gender identity and gender expression, 2024
- Among the total population, younger consumers and parents are more likely to have felt negatively affected
- Graph 36: [no title]
- In addition to the limitations of gender stereotypes, there are also the continued dangers of gender discrimination and harassment
- Graph 37: agreement – “There are times I have been concerned for my safety because of my gender identity/expression,” by LGBTQ+ identity, 2024
- Graph 38: agreement – “Discrimination/harassment based on gender identity or gender expression is still a concerning issue in the US today,” by LGBTQ+ identity, 2024
- Women and Black consumers are more likely to see and have experienced the dangers of gender-based discrimination and harassment
- Graph 39: outlook on gender harassment in the US – any agree, by gender, race and Hispanic origin, 2024
- Transgender, nonbinary and gender-fluid consumers are most likely to have feared for their safety due to their gender expression
- Graph 40: agreement – “There are times I have been concerned for my safety because of my gender identity/expression,” among LGBTQ+ consumers, by gender identity and gender expression, 2024
- Role of brands in gender expression and equality
- About half of consumers view brands as having power and influence when it comes to gender equity and acceptance
- Graph 41: agreement – “Brands have the power to help eliminate gender roles and stereotypes,” by LGBTQ+ identity, 2024
- Graph 42: agreement – “Brands have the power to help improve acceptance and understanding of transgender and nonbinary people,” by LGBTQ+ identity, 2024
- Brands working to normalize gender noncomformity through advertising
- Younger consumers are more likely to view brands as having power and influence in shaping gender roles and gender acceptance
- Graph 43: outlook on power of brands in gender equality, by generation, 2024
- In consumers’ own words: the role of brands in gender equality
- A third of consumers feel brands should be closing the gender pay gap, eliminating gender stereotypes and supporting trans/nonbinary employees
- Graph 44: top three ways companies should already be supporting gender equity – any rank, by LGBTQ+, 2024
- Young and LGBTQ+ consumers have higher expectations for brands when it comes to gender inclusion and equity
- Graph 45: top three ways companies should already be supporting gender equity – any rank, among LGBTQ+ consumers, by gender identity, 2024
- Graph 46: top three ways companies should already be supporting gender equity – any rank, among the total population, by generation, 2024
- Brands should also be aware of and work to address the further pay disparity for women of color
- Graph 47: top three ways companies should already be supporting gender equity – any rank, among the total population, by race and Hispanic origin, 2024
- e.l.f. Beauty cheekily calls out gender inequities in corporate leadership
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Innovation and Marketing strategies
- Launch activity and innovation
- Phillips launches a unisex trimmer for intimate grooming
- Mexican awareness campaign utilizes AI and TikTok to educate on the public on the discrimination and oppression trans people of color face
- Lyft prioritizes the comfort and safety of women and gender nonconforming consumers with its Women+ Connect feature
- Clean Age puts sustainability and natural ingredients before gender
- Marketing and advertising
- Bodyform’s “Never Just a Period” campaign captures the harsh realities of the menstruating population
- Representation of gender variance among underwear brands continues to grow and improve
- Ally Financial commits to being a supporter and champion of women’s sports
- Sephora reinforces and affirms its commitment to global inclusivity in the brand’s first worldwide campaign
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Appendix
- Consumer research questions
- Consumer research methodology
- Research methodology note
- Consumer qualitative research methodology
- Generations
- Abbreviations
- Terms and definitions
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