He/him. She/her. They/them. Singular pronouns. The way we talk about gender is fundamentally changing, with the concept of fluidity and non-binary gender identifiers becoming commonplace. It should come as no surprise that as public conversations surrounding matters affecting the transgender community are growing, so too is the conversation around the idea of a gender spectrum.
It reflects a larger change in how gender is depicted and discussed. A commitment to inclusivity, driven by Millennials and Gen-Z, has deeply impacted the political and cultural landscapes. Activists have helped bring attention to the discrimination they face, as with access to bathrooms that align with their gender. Television programs and films are more frequently including transgender characters, in turn opening up roles for transgender actors.
Similarly, visibility of non-cisgender identities is impacting how brands are communicating with audiences. Last year, Coca-Cola made headlines with its “Wonder of Us” Super Bowl commercial, in which it included the gender-neutral “them” pronoun along with “him” and “her.” It was a small moment, but represents how brands are addressing changing gender norms.
This shift is not exclusively because of changing attitudes toward gender politics, either. According to a recent study, 74 percent of women said they prefer gender-neutral messages, rather than those geared specifically toward women. It’s happening across age groups, too—especially in the toy aisle. Barbie, long known for outdated and unrealistic gender norms, has started showing boys playing with Barbies in its commercials. Stores have heeded the call as well, with Target re-labeling the toy aisle simply “Kids” rather than “Boys” and “Girls.” While toy packaging still seems intended to overtly appeal to one gender over the other through color, it’s a step toward granting children the space to explore what they like, rather than telling them what they should like, based on gender.
Beyond inclusive messaging, product categories that once existed in gender-specific buckets have been embraced by people for whom they were not initially intended, prompting savvy brands to create actively ungendered versions of said products. Consider Fluide, a company that offers “makeup for everyone.” Its social media feeds are filled with people across the gender spectrum wearing bold lipsticks, nail polishes and eye shadows. Similarly, Zara created a clothing line called “Ungendered” with unisex items like jeans, sweatshirts and shorts. While communicating an inclusive image is a start for brands, actively creating gender-neutral products is a snapshot of the potential for a gender-fluid future.
As this cultural shift continues to grow, it’s important to be aware of the sensitive nature of the conversation. People with non-binary gender identities are fighting just to be recognized, so when handled with care, expanding a brand’s conversation to include them can be a way to show support. For brands inclined to address social changes happening in society, respect is always the best path forward.