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Gender Identity - Consumer Behavior Case Study

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  • 23 Pages
  • September 2021
  • Region: Global
  • GlobalData
  • ID: 5471037
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This report is part of the The Publisher Case Study report series, which analyzes trends explored on the Publisher's TrendSights map. The consumer insight offered throughout the report is drawn from the Publisher's 2021 Q1 and Q2 global consumer surveys, quarterly surveys designed to capture consumer sentiment as it evolves throughout the year.

New societal norms and a powerful youth-driven cultural movement are defying conventional ideas and values related to the lifestyles associated with men and women. Many brands have started investing in products and services challenging the standard consumption patterns of both genders. Therefore, understanding the Gender Identity trend becomes crucial for brands to build sustainable business strategies.


  • Conventional societal norms associated with men and women have been diversified, blurring gender boundaries. As a result, stereotypical gender-specific marketing and product development are becoming irrelevant. Traditional brands that use a male or female character, logo, or name may need to review their brand positioning to cater to the trend.
  • Millennials and Gen Z are value-conscious and scrutinizing how products or services are tailored to their specific personality or needs.
  • Identifying gender-neutral attributes and develop innovations is an important marketing for brands.

Reasons to Buy

  • Gain a broader appreciation of the fast-moving consumer goods industry.
  • Understand the relevant consumer trends and attitudes that can drive and support innovation and brand strategy.
  • Access valuable strategic take-outs to help direct decision-making and inform new product development.

Table of Contents

1. Consumer Behavior Case Study: Gender Identity
  • Introduction
  • What?
  • Why?
  • Take outs

2. Appendix

Companies Mentioned

A selection of companies mentioned in this report includes:

  • Procter & Gamble
  • Coca-Cola
  • Proper Wild
  • Bacardi
  • BrewDog
  • Burger King
  • 3M