The Ungendered: Marketing to a Non-Binary Generation

  • ID: 4210115
  • Report
  • 38 pages
  • Euromonitor International
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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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The Ungendered: Marketing to a Non-Binary Generation

Introduction
Key Findings
Raising Awareness, Driving Change
Who Are The Ungendered?
Marketing in a Non-Binary World
Conclusions and Recommendations
Methodology and Definitions
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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.

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Marketing to young people, whether or not they identify as ungendered, therefore should avoid adherence to outdated stereotypes and look to embrace a more inclusive mindset.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 stereotype

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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