2020
9
US Gender Identity and Expression Market Report 2020
2020-11-19T03:03:46+00:00
OX987292
3695
127752
[{"name":"Culture and Identity","url":"https:\/\/store.mintel.com\/industries\/demographics\/culture-identity"}]
Report
en_GB
“Today more people are coming to accept the gender spectrum model that supports fluid and non-binary gender identification. While gender-expansive identities remain a minority, they are most common among Gen…

US Gender Identity and Expression Market Report 2020

£ 3,695 (Excl.Tax)

Description

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Gender Identity and Expression – US market including the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Today nearly half of Americans view gender as a spectrum rather than as a traditional binary model. While the majority continue to personally identify as male or female, many Americans are aware of and believe that a person’s gender can be a blend of or independent of these two mutually exclusive options. Regardless of how people identify or the pronouns they use, a person’s gender is an intimate and crucial aspect of who they are. It’s important that brands understand the gender spectrum paradigm and how it impacts the identity, self-expression and behavior of all consumers.

Expert analysis from a specialist in the field

Written by Lisa Dubina, a leading analyst in the Culture and Identity sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Today more people are coming to accept the gender spectrum model that supports fluid and non-binary gender identification. While gender-expansive identities remain a minority, they are most common among Gen Z and LGBTQ+ adults. The widespread awareness and acceptance among these segments indicates that this shift in the concept of gender is more of an enduring change rather than a fleeting fad. As the gender spectrum paradigm continues to grow more mainstream, brands must understand this framework and how it impacts the gender identity and expression of all consumers
Lisa Dubina
Senior Culture and Identity Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definitions
    • COVID-19: market context
  2. Executive Summary

    • Top takeaways
    • Overview of the gender landscape
      • Figure 1: Perception of gender – by LGBTQ+ identity, by generation, September 2020
      • Figure 2: Gender expansion in social circles – by LGBTQ+ identity, by generation, September 2020
    • Challenges
    • Consumers feel limited by gender norms
      • Figure 3: Eliminating gender norms – by LGBTQ+ identity, September 2020
    • Employees want more gender diversity training
      • Figure 4: Gender education in the workplace – by generation, September 2020
    • Opportunities
    • Expanding identification options
      • Figure 5: Government ID – by LGBTQ+ identity, September 2020
    • Gender-neutral and gender-fluid products
      • Figure 6: Personal care items – by LGBTQ+ identity, September 2020
  3. The Gender Landscape – Key Takeaways

    • The gender spectrum model is increasingly widespread and accepted
    • Gender-expansive identity and expression is more common among Gen Z and LGBTQ+ adults
    • Gender-expansive identities are more common than one would think
  4. The Gender Landscape

    • Defining sex and gender
    • Seeing gender as a spectrum is becoming mainstream philosophy
      • Figure 7: Perception of gender – by LGBTQ+ identity, September 2020
    • Women and younger generations are more likely to believe gender is a spectrum
      • Figure 8: Perception of gender – by generation, September 2020
      • Figure 9: Perception of gender – by gender, September 2020
    • Among LGBTQ+ adults, the gender spectrum is less embraced by men and transgender adults
      • Figure 10: Perception of gender – by gender and transgender identity, September 2020
    • Transgender identity versus non-binary identity
    • Gender-expansive identity is more common among the LGBTQ+ population
      • Figure 11: Gender identity – by LGBTQ+ identification and transgender identity, September 2020
    • LGBTQ+ adults also see gender expression as more nuanced and fluid
      • Figure 12: Gender expression – by gender, by LGBTQ+ identity, September 2020
      • Figure 13: Gender expression – by gender, by LGBTQ+ identity, September 2020
    • Gen Z and Millennial LGBTQ+ adults are more likely to personally embrace gender-expansive expression
      • Figure 14: Gender expression – by LGBTQ+ population, by generation, September 2020
      • Figure 15: Gender expression – by total population, by generation, September 2020
  5. Prevalence of Gender-expansive Identities

    • Nearly one in five Americans know someone who uses gender-neutral pronouns or identifies as non-binary
      • Figure 16: Gender expansion in social circles – by LGBTQ+ identity, September 2020
    • Younger generations are more likely to know someone who identifies as non-binary
      • Figure 17: Gender expansion in social circles – by generation, September 2020
      • Figure 18: Gender expansion in social circles – by generation, September 2020
    • Americans are unsure if the use of gender-neutral pronouns will be an enduring trend
      • Figure 19: Gender-neutral pronouns – by LGBTQ+ identity, September 2020
    • Whether or not gender-neutral pronouns are a fleeting fad, most Americans feel government IDs should be more gender inclusive
      • Figure 20: Government ID – by LGBTQ+ identity, September 2020
  6. The Consumer – Key Takeaways

    • Gender is a critical part of a person’s identity
    • Traditional gender roles remain prevalent and frustrating
    • Gender-neutral, gender-fluid and gender-bending products are gaining attention and appeal
    • Workplace training on gender-expansive identities is lacking and desired
  7. Role of Gender Identity

    • Gender is an important part of personal identity, for both the general population and LGBTQ+ adults
      • Figure 21: Role of gender – by LGBTQ+ identity, September 2020
    • The general population is more likely to be offended by misgendering than LGBTQ+ adults
      • Figure 22: Being misgendered – by LGBTQ+ identity, September 2020
      • Figure 23: Gender pronouns and identification – by LGBTQ+ identity, September 2020
    • Sharing pronouns is also more common among young, urban-dwelling adults
      • Figure 24: Gender pronouns – by generation and location type, September 2020
    • Not knowing someone else’s gender identity is less of a concern
      • Figure 25: Recognizing gender – by LGBTQ+ identity, September 2020
  8. Gender Roles and Society

    • Nearly half of LGBTQ+ adults feel limited by gender norms
      • Figure 26: Gender norms – by LGBTQ+ identity, September 2020
      • Figure 27: Gender norms – by sexual orientation and transgender identity, September 2020
    • Younger generations are more impacted by the limits of gender norms
      • Figure 28: Gender norms – by generation, September 2020
    • Men feel more limited by gender norms than one might think
      • Figure 29: Gender norms – by gender, September 2020
      • Figure 30: Feminine traits – by gender, September 2020
    • The majority of people feel gender norms should be eliminated
      • Figure 31: Eliminating gender norms – by LGBTQ+ identity, September 2020
  9. Gender and Brands

    • Clothing and personal care product purchases are the most likely to be influenced by consumers’ gender identity
      • Figure 32: Gendered products – by LGBTQ+ identity, September 2020
    • Nearly half of LGBTQ+ adults experiment with personal care products designed for a different gender
      • Figure 33: Personal care items – by LGBTQ+ identity, September 2020
      • Figure 34: We Are Fluide, Fluide Universal Gloss, September 2020
    • Interest in experimenting and mixing gendered personal care items increases with younger generations
      • Figure 35: BiC Us razor, June 2020
      • Figure 36: Personal care items – by generation, September 2020
    • Gender bending has noteworthy interest among the general population
      • Figure 37: Gender bending – by LGBTQ+ identity, September 2020
      • Figure 38: Decades of gender-bending fashion of the MFA Boston
      • Figure 39: Billie Eilish’s fluid gender expression
      • Figure 40: Gender bending – by gender, September 2020
    • Gender bending is more of interest among younger generation
      • Figure 41: Gender bending – by generation, September 2020
    • Unisex clothes for adults is more niche, but unisex clothes for children has more mass appeal
      • Figure 42: Unisex clothing – by LGBTQ+ identity, September 2020
    • Gender equity across products is desired by all
      • Figure 43: Brand and gender-neutral products – by LGBTQ+ identity, September 2020
      • Figure 44: Always removes Venus female symbol from packaging, October 2019
  10. Gender and the Workplace

    • Workplace diversity training on gender identity and expression is not widespread
      • Figure 45: Workplace training – by LGBTQ+ identity, September 2020
    • Workplace inclusivity is noticed, but not by all
      • Figure 46: Workplace inclusivity – by LGBTQ+ identity, September 2020
    • Despite inclusivity efforts, a quarter of LGBTQ+ adults are not comfortable fully expressing their gender identity at work
      • Figure 47: Comfort at work – by gender, LGBTQ+ identity and transgender identity, September 2020
    • Gender inclusivity efforts become more accepted and embraced among younger generations
      • Figure 48: Gender education in the workplace – by generation, September 2020
  11. Companies and Brands – Key Takeaways

    • Appealing to consumers’ Identity, Rights and Surroundings
  12. Mintel Trend Drivers

    • Identity
    • Rights
    • Surroundings
  13. Competitive Strategies

    • Supporting consumers’ personal self-expression
    • Category example: beauty and personal care
      • Figure 49: Faculty Instagram post, September 2020
    • Category example: home fitness
      • Figure 50: Peloton Instagram post, June 2020
    • Breaking down gender stereotypes
    • Category example: AI and smart technology
    • Category example: retail
      • Figure 51: For those brave enough to defy norms
    • Advocating for gender-inclusive representation
    • Category example: eSports
      • Figure 52: Let’s change the game together
    • Category example: marketing and advertising
      • Figure 53: The Gender Spectrum Collection
  14. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Consumer qualitative research
    • Abbreviations and terms
    • Abbreviations
    • Terms

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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