US Gender Identity and Expression Consumer Report 2022

Overview

• What you need to know
• This Report looks at the following areas
• Definition
• Market context

Executive Summary

• Top takeaways
• Overview of the gender identity landscape
  • Figure 1: Perspective on gender, by LGBTQ+ identity, and by generation, 2022
• • Figure 2: Personal pronouns, by LGBTQ+ identity, 2022
• Opportunities and challenges
• Traditional gender norms remain too prevalent in society
  • Figure 3: Influence of traditional gender roles, 2022
• • Figure 4: Household gender roles, by gender, 2022
• • Figure 5: Household responsibilities – Grocery shopping, meal prep, household cleaning, childcare, by gender, 2022
• Transgender and nonbinary people feel limited and “othered” by traditional gender roles
  • Figure 6: Gender identity comfort at work, by LGBTQ+ identity, 2022
• • Figure 7: Workplace gender identity protections, 2022
• • Figure 8: Brand representation and support, by sexual orientation and gender identity, and by queer identity, 2022
• Brands can champion gender equality and help rewrite the narrative of gender norms
  • Figure 9: Eliminating gender stereotypes, by generation, 2022
• Forward-looking and progressive brands can support TGNB people and their rights
  • Figure 10: Improving TGNB acceptance, by generation, and by LGBTQ+ identity, 2022
• • Figure 11: Brands’ gender equality and diversity efforts, 2022

Market Factors and Context

• Defining sex, gender, and the gender spectrum model
• The LGBTQ+ population is growing in size and prominence
• A noted rise in anti-transgender and nonbinary legislation
• Trends in the household division of labor and workforce participation

The Landscape of Gender Identity and Expression

• US consumers’ outlook on the gender spectrum has stayed consistent
  • Figure 12: Perspective on gender, by LGBTQ+ identity, 2022
• Younger consumers and women are more likely to support the gender spectrum
  • Figure 13: Perspective on gender, by gender, by generation, 2022
• Transgender individuals are divided on their belief of gender as a spectrum versus a binary
  • Figure 14: Perspective on gender – Among LGBTQ+ consumers, by generation, by sexual orientation, by transgender identity, by queer identity, 2022
• A quarter of the general population personally know someone who is transgender or nonbinary
  • Figure 15: Gender expansive exposure, by LGBTQ+ identity, 2022
• • Figure 16: Gender expansive exposure, by generation, 2022
• People who know someone transgender or nonbinary are more likely to believe in the gender spectrum
  • Figure 17: Gender expansive exposure, by perspective on gender, 2022
• The practice of sharing pronouns has become more common in the past two years
  • Figure 18: Personal pronouns, by LGBTQ+ identity, 2022

The Consumer – Fast Facts

The Role of Gender in Society

• Most feel traditional gender roles are still too prevalent today, though few feel personally limited by them
  • Figure 19: Influence of traditional gender roles, 2022
  • Figure 20: Influence of traditional gender roles , by gender, 2022
• Consumers are more likely to feel traditional associations with femininity should improve, but masculine associations are not an issue
  • Figure 21: Personal safety and traditional gender associations, 2022
• • Figure 22: Personal safety and traditional gender associations, by gender, 2022
• Brand spotlight: skincare brand STUFF looks to clean up men’s skin and the state of modern masculinity
  • Figure 23: Impact at the Man Cave
  • Figure 24: STUFF – Men’s grooming products with a purpose
• Over half of LGBTQ+ identifying people have felt limited by traditional gender roles
  • Figure 25: Personal impact of gender norms, by LGBTQ+ identity, 2022
• • Figure 26: Personal impact of gender norms, by sexual orientation, by transgender identity, by queer identity, 2022
• LGBTQ+ consumers are more likely to see the negative associations with both genders
  • Figure 27: Traditional gender associations, by LGBTQ+ identity, 2022
• Women and LGBTQ+ consumers are more likely to have experienced gender-based harassment
  • Figure 28: Experience of gender-based harassment, by LGBTQ+ identity, by gender, 2022
• • Figure 29: Experience of gender-based harassment, by gender and age, 2022
• Brand spotlight: L’Oréal Paris stands up to street harassment
  • Figure 30: L’Oréal stands up to street harassment, March 2021

Gender in the Workplace

• Almost four in 10 workers have not witnessed any gender diversity efforts from their employer
  • Figure 31: Workplace gender identity protections, 2022
• About a quarter of LGBTQ+ individuals are not comfortable fully expressing their gender identity at their place of work
  • Figure 32: Gender identity comfort at work, by LGBTQ+ identity, 2022
• Younger workers are more likely to notice workplace gender diversity efforts – both inclusive efforts and non-inclusive efforts
  • Figure 33: Workplace gender identity protections, by generation, 2022
• Nearly four in 10 consumers feel employers should encourage their employees to share their affirmed pronouns
  • Figure 34: Expectations for employers and pronouns, by LGBTQ+ identity, 2022
  • Figure 35: Expectations for employers and pronouns, by generation, 2022
• People who work from home are more likely to share their pronouns at work
  • Figure 36: Personal pronouns – Sharing pronouns at work, by work situation, 2022
• Brand spotlight: Pantene reminds employers that “Hair has no Gender”
  • Figure 37: Pantene’s Workplace: Re-imagined, 2022

Gender Roles in the Household

• Traditional gender roles are still prevalent in the majority of households
  • Figure 38: Household gender roles, by gender, 2022
• Across household chores, women consider themselves primarily responsible, while men are more likely to believe tasks are evenly split
  • Figure 39: Household responsibilities – Grocery shopping and meal prep, by gender, 2022
• • Figure 40: Household responsibilities – Household cleaning and childcare, by gender, 2022
• • Figure 41: Superwoman Syndrome and the pressures to do it all, January 2022
• The breadwinner vs homemaker household model seems to be fading among younger generations
  • Figure 42: Household responsibilities – Grocery shopping, meal prep, household cleaning, childcare, by age and gender, 2022
• Brand spotlight: P&G reimagines home labor gender roles in new documentary Fair Play
  • Figure 43: Fair Play presented by Hello Sunshine in association with P&G and The Representation Project

Gender and Parenting

• Six in 10 people feel it’s important to teach children about gender identity and diversity
  • Figure 44: Teaching gender diversity, 2022
• • Figure 45: Teaching gender diversity, by political affiliation, 2022
• A quarter of all parents, and four in 10 LGBTQ+ parents are trying to raise their child in a gender-inclusive environment
  • Figure 46: Gender context – Raising children, 2022
• Unsurprisingly this parenting outlook varies by location and political beliefs
  • Figure 47: Gender context – Raising children, by area type and by political affiliation, 2022
• Four in 10 parents and LGBTQ+ consumers believe that gender-based toys can have a harmful impact on children
  • Figure 48: Impact of gender-based toys, by LGBTQ+ identity, and by parental status, 2022
• Millennials and Gen Zs are more likely to agree with this view than older generations, indicating this could be the future of parenting
  • Figure 49: Impact of gender-based toys, by generation, 2022

Gender Identity and Representation from Brands

• Nearly half of consumers feel brands can help eliminate gender roles and stereotypes
  • Figure 50: Eliminating gender stereotypes, by generation, 2022
• Younger generations and LGBTQ+ consumers are most likely to feel brands can improve acceptance of gender diversity
  • Figure 51: Improving TGNB acceptance and representation, by generation, 2022
• • Figure 52: Improving TGNB acceptance and representation, by sexual orientation and gender identity, by queer identity 2022
• Among the general population, brands’ efforts to close the pay gap hold more importance with consumers than brands’ stance on TGNB rights
  • Figure 53: Brands’ gender equality efforts, 2022
• • Figure 54: Brands’ gender equality efforts, by generation, 2022
• Consumers are divided on gender-neutral products and retail efforts – for now
  • Figure 55: Gender-neutral products and retail, 2022
• • Figure 56: Gender-neutral products and retail, by generation, 2022
• • Figure 57: Gender-neutral products and retail – Among LGBTQ+ consumers, by generation, 2022

Competitive Strategies and Market Opportunities

• KitchenAid redefines “A Woman’s Place”
  • Figure 58: A Woman’s Place presented by Vox and KitchenAid, 2020
• McDonald’s Happy Moments celebrates modern fatherhood
  • Figure 59: McDonald’s Happy Moments, 2022
• Barbie’s Tribute Collection introduces its first transgender doll
  • Figure 60: Barbie introduces the Laverne Cox doll, 2022
• Miller Lite recognizes and honors female brewers
  • Figure 61: Miller Lite honor female brewers, 2022

Appendix – Data Sources and Abbreviations

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