CONSUMER NEEDS
A key aspect of the gender shift mega trend is post gender marketing, as consumers not only want clothing that suits their needs, but they also want to see themselves represented in the way it is communicated. Individuals want their views aligned with brands who are marketing in a diverse and inclusive way. Marketing based on traditional ideas of gender, and assumptions based on this, may alienate potential customers who do not conform to gender stereotypes.
TREND DRIVERS
The key driver for the gender shift mega trend, and post gender marketing is identity, as individuals want inclusive and authentic messages and images to connect them to a brand. Consumers do not want to feel like their identity is being reduced to a single stereotype, and are increasingly moving away from gender tailored marketing regardless of the product or positivity of the stereotype. Consumers no longer fit into boxes marketers want to put them in, based on concepts of masculinity and femininity, and this requires brands to try harder to really understand who they are marketing to, instead of depending on tropes. Companies need to understand the gender shift can no longer just be addressed with inclusive policies, and their entire strategies need to be reconsidered to change the way gender is perceived across the organisation.
CONSUMER EXPECTATIONS
Identity being the driver means marketing needs to focus on qualities of the product such as customisability, and modifiability instead of gender attributes such as pink packaging. As consumption patterns become increasingly differentiated, marketing for these products and services must become differentiated too.
INDUSTRY INSPIRATION
Some brands are at the front of gender neutrality and recognise how consumers want to be aligned with choice of self-expression; they are offering this in a variety of ways.
Stella McCartney launched ‘Stella McCartney Shared’ in August 2020, offering a genderless capsule collection celebrating the individuality and diversity of consumers in a positive way. The collection was marketed in a genderless way, addressing consumers as change agents and rising cohorts. The concept bringing consumers together was their spirit and values – as individuals unafraid to stand up for what they care about.
Calvin Klein is also recognising the need for change in the way it communicates to consumers, particularly younger consumers, after launching the ‘DEAL WITH IT’ campaign in 2020, featuring a range of gender identities, amongst other diverse factors such as sexuality, race and language. The campaign was a celebration of self-love, and a willingness for the diverse celebrities chosen to show their true self to the world, amplifying the conversation for greater identities.
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