Post by account_disabled on Dec 26, 2023 0:59:41 GMT -8
Until not long ago, when addressing the issue of gender, it seemed sufficient to focus on women, on the one hand, and men, on the other. But the binary gender has become moth-eaten and the non-binary gender (the one assigned to people who do not identify themselves as men or women) has burst into force in a society that seems willing to embrace a very multifaceted perception. about gender . It is clear that society is changing and making its perception of gender more flexible, but is advertising doing the same? Should brands opt for a more mixed portrait of diversity when delving into gender? It seems so, especially because the youngest people seem to have definitively freed themselves from the clutches of exclusively binary gender and view gender in a much more inclusive and elastic way than previous generations.
According to a recent study carried out in the United States by the Bigeye agency , 50% of young people assigned to Generation Z believe that traditional gender roles and Phone Number List labels of a binary nature have become definitively obsolete in the times that they run Among millennials this proportion rises slightly to 51%. Along these same lines, 51% of consumers of all ages believe that within a decade we will associate gender with stereotypical characteristics, products and occupations much less than we do today. Advertising must urgently get rid of gender clichés “Although the majority of Americans are cisgender, a notable percentage of younger generations believe in a non-fluid and decidedly non-traditional notion of the concept of gender ,” explains Adrian Tennat, VP of insights at Bigeve.
While most older generations are skeptical about advertising's ability to change perceptions of traditional gender roles , Generation most diverse and flexible of the genre,” adds Tennant. Meanwhile, and while advertisers modify their (almost exclusively binary) perception of gender, it seems that advertising still has a lot to do to adequately portray non-binary gender. Only 45% of consumers belonging to the LGBTQIA+ community feel adequately represented in the advertising that reaches their eyes in the media. The good news is that parents between the ages of 18 and 55 are more likely to approve an education that is free of gender clichés than parents over 56 years of age. Additionally, nearly three-quarters of cisgender mothers (73%) encourage their children to engage in gender-neutral play . This percentage is reduced to 59% in the case of men. 20% of women are also convinced that no product category really benefits from being at the mercy of a particular gender.
According to a recent study carried out in the United States by the Bigeye agency , 50% of young people assigned to Generation Z believe that traditional gender roles and Phone Number List labels of a binary nature have become definitively obsolete in the times that they run Among millennials this proportion rises slightly to 51%. Along these same lines, 51% of consumers of all ages believe that within a decade we will associate gender with stereotypical characteristics, products and occupations much less than we do today. Advertising must urgently get rid of gender clichés “Although the majority of Americans are cisgender, a notable percentage of younger generations believe in a non-fluid and decidedly non-traditional notion of the concept of gender ,” explains Adrian Tennat, VP of insights at Bigeve.
While most older generations are skeptical about advertising's ability to change perceptions of traditional gender roles , Generation most diverse and flexible of the genre,” adds Tennant. Meanwhile, and while advertisers modify their (almost exclusively binary) perception of gender, it seems that advertising still has a lot to do to adequately portray non-binary gender. Only 45% of consumers belonging to the LGBTQIA+ community feel adequately represented in the advertising that reaches their eyes in the media. The good news is that parents between the ages of 18 and 55 are more likely to approve an education that is free of gender clichés than parents over 56 years of age. Additionally, nearly three-quarters of cisgender mothers (73%) encourage their children to engage in gender-neutral play . This percentage is reduced to 59% in the case of men. 20% of women are also convinced that no product category really benefits from being at the mercy of a particular gender.