Strategy Briefing

The Ungendered: Marketing to a Non-Binary Generation

38 pages, Apr 2017

US$1,325

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About This Report

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As more young people reject conventional gender roles and identify as ungendered, how should marketing campaigns, traditionally rooted in gender targeting, respond to both the ungendered and their peers? This report looks at the shift in the way we understand gender, and how companies in fashion, make- up and fmcg have responded to this shift.

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Overview

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Changing approaches to gender

Thinking around gender is moving beyond the breaking down of stereotypes into rejection of the concept of gender, with more young people identifying as neither male nor female.

Western society moving to accept third genders

In line with this there has been a shift in legal approaches to gender, with the self declaration model taken up in some countries, and more companies and official bodies using language and policy that is inclusive of non-binary people. However, a push towards the far right in parts of Western Europe and the US puts these progressive acts in jeopardy, with the Trump administration already starting to roll back on transgender issues such as bathroom rights.

The ungendered are young, liberal and educated

Acceptance of gender as non-binary appears to be most pronounced among people aged under 24 years. The US is the focal area of this movement but it is also accepted in Western Europe. It is not just those who identify as ungendered who feel strongly about the importance of non-binary inclusiveness: their peers also consider this to be an important issue.

Marketing to the ungendered requires new ways of thinking

Marketing to young people, whether or not they identify as ungendered, therefore should avoid adherence to outdated stereotypes and look to embrace a more inclusive mindset. The fashion world is the centre of ungendered marketing, with trans/gender neutral models and attempts at creating unisex product, with varying degrees of success.

Target people as individuals, not stereotypes

The most successful marketing to the ungendered breaks gender codes and focuses not on tired notions of gender, but on appealing to humans and targeting other aspects of character, while maintaining authenticity.

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Introduction

Scope

Key Findings

Executive summary

Raising Awareness, Driving Change

New attitudes to gender

Non-binary: The sphere of influence

Increased legal recognition for third gender options

Bathroom Bill raises profile of non-binary issues in the US

Building a lexicon: Moving towards gender neutral language

Gender fluid dating and social media

Education leads the way

Celebrities speak out…

…but there are significant barriers to gender neutral progress…

…and concerns from feminist groups

Who Are The Ungendered?

Younger people strongly support an ungendered approach

I can be whoever I want to be: Self determination and identity

50% of US Millennials see gender as non-binary

Liberal college-educated women in the NE most pro non-binary

UK and US surveys point to blurring lines between gender

Recognition of a third gender occurs across the world…

…but abuse and bullying are key issues

Marketing in a Non-Binary World

The gender fluid route to market

Targeting the ungendered via marketing and retailing

Fashion: Leading a path to gender neutrality through marketing…

…but struggling to turn this into wearable collections

True gender neutral clothing remains niche

Case study: Thinx reaches out to trans men

Make-up: No longer just for women

Conclusions and Recommendations

Transcending gender, seeking individuality

Approaches to ungendered marketing

Towards a formula for gender neutral marketing

Methodology and Definitions

Data parameters

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Want to find out more about this report?

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Megatrends

Strategy Briefing

The Ungendered: Marketing to a Non-Binary Generation

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Changing approaches to gender

Western society moving to accept third genders

The ungendered are young, liberal and educated

Marketing to the ungendered requires new ways of thinking

Target people as individuals, not stereotypes

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key Findings

Executive summary

Raising Awareness, Driving Change

New attitudes to gender

Non-binary: The sphere of influence

Increased legal recognition for third gender options

Bathroom Bill raises profile of non-binary issues in the US

Building a lexicon: Moving towards gender neutral language

Gender fluid dating and social media

Education leads the way

Celebrities speak out…

…but there are significant barriers to gender neutral progress…

…and concerns from feminist groups

Who Are The Ungendered?

Younger people strongly support an ungendered approach

I can be whoever I want to be: Self determination and identity

50% of US Millennials see gender as non-binary

Liberal college-educated women in the NE most pro non-binary

UK and US surveys point to blurring lines between gender

Recognition of a third gender occurs across the world…

…but abuse and bullying are key issues

Marketing in a Non-Binary World

The gender fluid route to market

Targeting the ungendered via marketing and retailing

Fashion: Leading a path to gender neutrality through marketing…

…but struggling to turn this into wearable collections

True gender neutral clothing remains niche

Case study: Thinx reaches out to trans men

Make-up: No longer just for women

Conclusions and Recommendations

Transcending gender, seeking individuality

Approaches to ungendered marketing

Towards a formula for gender neutral marketing

Methodology and Definitions

Data parameters

Why buy this report?

Want to find out more about this report?

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