Deconstructing gender in brand, products and marketing

As society embraces diversity in gender, so too must companies. People are also expressing their opposition to the growing number of anti-LGBTQA+ legislative efforts, specifically those levied against the trans community. Research shows that a growing number of customers are expecting brands to move away from outmoded views of gender roles. Those brands that do not adapt to this shifting gender landscape will be left behind by the consumers of today and experience stunted brand growth and innovation. This paper explores how brands can navigate an all-gender approach to the social landscape as well as innovation, product development, marketing and communications. We will explore how companies can take a fresh look at gender — whether it be a decades-old organisations or a start-up — and the real challenges businesses face when rethinking stereotypical (and outdated) gender norms. It is time for companies to design, create and think beyond the binary: how does ideation, R&D and marketing look, feel and sound when brands embrace an expansive understanding of gender?