Gender Identity – Consumer TrendSights Analysis, 2023
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Gender Identity – Consumer TrendSights Report Overview
The fluidity between stereotypical gender roles is growing and traditional gender-targeting marketing strategies are becoming less effective. Hence, the popularity of vanishing gender-assigned roles need to be addressed to meet consumers’ demands and extend audience. Consumers are redefining and challenging conventional division between gender roles, thus blurring the boundaries between “for him” and “for her” products.
The “Gender Identity” consumer trendsights research report analyses how blurring the boundaries between genders shapes the demands of a modern consumer. The trend is a part of the Individualism & Expression and Demographics mega-trends and focuses on how global consumers are redefining stereotypical gender-focused roles, biases, and marketing strategies. The analysis covers what the trend is, why it is important, who is most influenced by it, and how brands and manufacturers can capitalize. The research concludes by identifying where the trend is heading next and how long it will last.
TrendSights: Gender Identity
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Key Trend Drivers | • Desire for Equality
• Changing Social Norms • Pursuit of Freedom • Hyper-Connection • Blurred Boundaries |
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Gender Identity Trendsights - Importance
Stereotypical gender roles do not define the “traditional” family dynamics anymore. A growing number of women in the workforce, the increasing popularity of stay-at-home dads, and rising awareness of the needs of non-binary individuals are erasing the stereotypical division between men and women making such unnecessary distinctions unappealing to consumers. Since gender inequality is now a global concern, brands’ market share can depend on how they position themselves against this issue.
Key Trend Drivers of the Gender Identity
The key trend drivers of gender identity are the desire for equality, changing social norms, the pursuit of freedom, hyper-connection, and blurred boundaries.
Pursuit of Freedom: Excluding gender norms and stereotypes related to them opens new products and categories for consumers who were not targeted by some industries before.
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Gender Identity – Innovations by Brands
Global brands are addressing the trend of gender identity by launching more products, which blur the boundaries between traditional female- and male-focused marketing strategies.
Body Shop Wild Pine eau de toilette, India: This fragrance has been launched in India in the unisex fragrances category. The product is claimed to include notes of pine, mint, cypress, and sandalwood and is described as “uplifting”. It aligns with the concept of blurring the boundaries between genders, as it is not associated with any specific consumer group based on gender. It also claims to be vegan, cruelty-free, and made from natural origin ingredients which can resonate with eco-conscious consumers.
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Gender Identity – Future Outlook
Categories such as personal care goods, retail, and children’s products can face the biggest growth opportunities within the gender identity trend, as they often use gender-associated colors, fragrances, or patterns. Furthermore, young consumers and the hyper-connection provided by social media will drive the relevancy of this trend even further. Brands will be able to capture growing demands, as younger consumers voice their needs publicly, expecting global companies to align with them.
Scope
• Categories such as personal care goods, retail and children’s products can face the biggest growth opportunities within the gender identity trend, as they often use gender-associated colors, fragrances or patterns.
• Young consumers and hyper-connection provided by social media, will drive the relevancy of this trend even further.
• Brands will be able to capture growing demands, as younger consumers voice their needs publicly, expecting global companies to align with them.
Key Highlights
- Categories such as personal care goods, retail, and children’s products can face the biggest growth opportunities within the gender identity trend, as they often use gender-associated colors, fragrances, or patterns.
- Young consumers and hyper-connection provided by social media, will drive the relevancy of this trend even further.
- Brands will be able to capture growing demands as younger consumers voice their needs publicly, expecting global companies to align with them.
Reasons to Buy
- Understand the relevancy of this trend – embracing gender identity as a trend is a way to not only modernize social norms but also increase sales. By avoiding gender-focused marketing strategies and product positioning, brands can access a wider audience and reach out to consumers who were previously outside targeted demographics.
- Identifying challenges related to this trend – addressing the topic of gender inequality can be challenging for companies, as they need to show consumers the genuineness and authenticity of these claims, to not come across as only profit-driven.
- Understand market dependencies – some categories might still successfully use gender targeting. However, a growing number of consumers are looking for gender-neutral options.
NatWest
CoverGirl
My little pony
Uniqlo
Humanrace
Nala's baby
Adaptogenic Apothecary
Hims
MyOva
Lego
Body Shop
Tesori d'Oriente
Table of Contents
Frequently asked questions
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Why are consumers moving away from gender-based products?
A growing number of women in the workforce, the increasing popularity of stay-at-home dads, and rising awareness of the needs of non-binary individuals are erasing the stereotypical division between men and women making such unnecessary distinctions unappealing to consumers.
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What are the key gender identity trend drivers?
The key trend drivers of gender identity are the desire for equality, changing social norms, the pursuit of freedom, hyper-connection, and blurred boundaries.
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Why are categories such as personal care goods, retail, and children's products prone to see the biggest growth opportunities in the gender identity trend?
Categories such as personal care goods, retail, and children’s products can face the biggest growth opportunities within the gender identity trend, as they often use gender-associated colors, fragrances, or patterns.
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