Description

“Traditional gender roles continue to influence social expectations and norms. Younger generations and LGBTQ+ people are more likely to recognize and feel limited by these outdated but enduring stereotypes. As gender expansive identities and expressions grow in prominence, consumers will increasingly look to brands to eliminate traditional gender roles and support gender diversity.”

– Lisa Dubina, Associate Director | Culture and Identity

This report covers the following issues:

  • An updated look at the gender landscape in the US, including how consumers consider and understand gender as a concept
  • The prevalence of traditional gender roles and stereotypes in society today, including in the home and in the workforce
  • The growing prominence of transgender and nonbinary identities in the US, and the unique experience and challenges the population encounters in everyday life
  • Consumers’ expectations for brands and companies when it comes to supporting gender equality, gender diversity, and transgender rights

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
  2. 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
  3. 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
  4. 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
  5. The Consumer – Fast Facts

  6. 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
  7. 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
  8. 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
  9. 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
  10. 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
  11. 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
  12. 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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