< Back to BLOG

A gender-fluid generation

Gender used to be a way to simplify marketing. However, times have changed and people are dreaming of a better world. That’s where gender fluidity comes in. Gender identity isn’t as black and white anymore as female or male. Moreover, how one identifies can change every day or even every few hours. Nowhere is this more so than with Gen Z and the Millennial generation. So let’s face it, gender lines are blurring and brands need to show they are getting it.

Hot tweetawayHot tweetaway: Gender lines are blurring and brands need to show they’re getting it insit.es/2dk6ngv via @CoolBrands #blurredgender #nextgen

Breaking down gender walls

The first thing people ask even before a child is born, is whether it’s a boy or a girl. Then boys would get blue cars to play with and girls would be wearing pink dresses. This pinkification of girlhood has been affecting both boys and girls, as it polarizes children into stereotypes. It doesn’t stop with the kids though. What we see today is that it’s all about expressing core identity. People no longer let themselves be defined by gender as much as they used to. GenZers and Millennials in particular tend to step out of the gender box they’ve been put in. Also, the awareness of gender-fluid identities has risen, with many celebrities shaking off traditional gender roles. Miley Cyrus states she considers herself neither a girl nor a boy. Ruby Rose, model, DJ and actress, is not bound by gender binaries either.

“Gender fluidity is not really feeling like you’re at one end of the spectrum or the other. For the most part, I definitely don’t identify as any gender. I’m not a guy; I don’t really feel like a woman, but obviously I was born one. So, I’m somewhere in the middle, which – in my perfect imagination – is like having the best of both sexes.” says Ruby Rose.

Also according to Rose, it’s all about dressing for what you want to express. This is exactly what Jaden Smith, actor and son of Will Smith, is reflecting when wearing a black skirt in the new Louis Vuitton campaign. Androgynous clothing, men wearing skirts and transgender models are far from a new thing for this generation of people who are growing up in a world of gender equality.

Jaden Smith for Louis Vuitton

Modern-faced brands

However it’s not all about fashion and apparel. Marketers are slowly realising they need to be more gender-inclusive. The Sims has already proven they have got it, after expanding the gender customization options in their new update. The Sims 4 now allows players to create characters with any type of physique or clothing style, regardless of the Sims’ gender. Mattel also made a statement when putting forward a boy in the ad for the new Moschino Barbie – for the first time ever. And then there’s also Target, which started to ditch binary gender labels as well. The retailer stopped labelling toys for boys or for girls. Instead, they now organise the toys according to interest or theme and thus according to what they are instead of who they are for.

Hot tweetawayHot tweetaway: How brands are embracing the #genderfluid generation insit.es/2dk6ngv via @CoolBrands #nextgen #blurredgender

So, ladies and gentlemen and everyone in-between, I guess it’s time to start embracing gender fluidity!

Share on LinkedIn14Share on Facebook13Tweet about this on Twitter

Posted in Insights