Brands and culture: challenging gender norms
More and more, we’re seeing an evolution in the way society thinks about traditional gender roles. Young people are increasingly challenging conventional gender stereotypes, with nearly half identifying as gender-fluid. Somewhere between 30-40% of women in the US & UK are the main breadwinners of the household, with more men picking up on household work. Less than half of American men and less than a third of British men say they feel “masculine.”
What does this mean for us in marketing and media? How can brands lean in to this cultural shift in a positive and authentic way? From the rise of gender-neutral retail, to an increase in women’s working clubs, to laundry detergent for men, we’ll talk about the good, the bad, and the industries ripe for change.