US Gender Identity and Expression Market Report 2020
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Providing the most comprehensive and up-to-date information and analysis of the Gender Identity and Expression – US market including the behaviours, preferences and habits of the consumer.
What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
Today nearly half of Americans view gender as a spectrum rather than as a traditional binary model. While the majority continue to personally identify as male or female, many Americans are aware of and believe that a person’s gender can be a blend of or independent of these two mutually exclusive options. Regardless of how people identify or the pronouns they use, a person’s gender is an intimate and crucial aspect of who they are. It’s important that brands understand the gender spectrum paradigm and how it impacts the identity, self-expression and behavior of all consumers.
Written by Lisa Dubina, a leading analyst in the Culture and Identity sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Today more people are coming to accept the gender spectrum model that supports fluid and non-binary gender identification. While gender-expansive identities remain a minority, they are most common among Gen Z and LGBTQ+ adults. The widespread awareness and acceptance among these segments indicates that this shift in the concept of gender is more of an enduring change rather than a fleeting fad. As the gender spectrum paradigm continues to grow more mainstream, brands must understand this framework and how it impacts the gender identity and expression of all consumers
Lisa Dubina
Senior Culture and Identity Analyst
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