Marketing is moving away from emphasizing gender stereotypes in some categories that have traditionally targeted only for men or women, encouraging consumers to be more open-minded regarding the traditional roles of gender in today's consumption. Many brands are investing in products that are challenging the standard consumption patterns of both genders.
- Gender conventions no longer define identity and social roles for a significant segment of consumers.
- Consumers now feel more liberal about experimenting with products traditionally used by the other gender.
- Diversity in brand offerings is a catalyst that disrupts gender specificity
- Men tend to be less interested in products tailored to their gender, although the difference between genders is not high.
- Older people feel more open to buying genderless products.
- People in developed European countries have more interest in genderless concepts (France ranks highest).
The report “TrendSights Analysis: Blurring Gender Boundaries” looks at how changing gender roles are being reflected in consumer product choices, with shoppers becoming less inclined to buy products seen as "appropriate" for their gender. Moreover, this report helps to understand which audiences and consumption occasions are most affected by the Blurring Gender Boundaries trend, to compare the presence of this trend in each industry across the FMCG space, and learn what the key opportunities are and help to identify the actions that major brands are taking to target the best Blurring Gender Boundaries opportunities.
Companies mentioned in this report: Absolut Vodka, Calvin Klein, Hero Clean, Powerful Men, Johnnie Walker, Dawn, Febreze, Viking, Heaven Hill Distilleries, Redd's, Mac Cosmetics, Theophile Berthon, Sephora Cosmetics