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strategies are aligned with the brand’s identity, there are opportunities to advocate for gender equality, eliminate outdated gender stereotypes and normalize more modern representations of gender roles and identities.
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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