Many modern brands need to prepare for the fact that Gen Z is literally shaking up all gender norms.
The world today is not just constantly and very rapidly changing, it is becoming more and more complex. And if a few decades ago there were fairly simple and standardized concepts, then modern marketers have to take into account more and more nuances to attract new customers.
So, earlier we already wrote that clothing manufacturers can no longer take into account only generally accepted standards of beauty, the market requires more sizes for non-standard figures. But the matter is not limited only to the forms of clothing. In an age of plethora of discussions about gender equality and diversity, traditional notions of masculinity and femininity are also changing. Every day there are many posts tagged on the web, like #LGBTQTogether, #LGBTQUnite or #LGBTQRuleTheWorld. And when creating the next advertising campaign, this cannot be ignored. This is especially true for brands that create products related to fashion and beauty.
Generation Z attitudes towards social progress and gender fluidity are changing traditional beauty norms, and there is ample creative scope for brands in the field of gender-neutral beauty. The cost of cosmetics among young people is growing year by year, but if earlier women were the main consumers in this sector, now men also willingly purchase skin care products.
But why are more and more young men now addicted to cosmetics? For the same reason young women take pride in underarm hair, they all strive to be outside of society's standard gender boundaries. Similar changes are taking place in the fashion world. Consumers no longer want to look the way that has been considered right for centuries.
The opportunity for brands here is expanding the range in gender-neutral products and advertising. Support for new forms of expression, regardless of gender, shows how much the brand cares about being part of the new world, which is important for the younger generation. Gen Zers (and many millennials, too) expect the brands they choose to take a public stance on social and political issues. Immediately 60% buyers feel that brands should openly post their opinions on social media.
By the way, marketers expect difficulties not only in the creation of gender-neutral products and advertising. There are also technical difficulties. We live in a world that is literally filled with advertising. And, as a result, the younger generation develops its persistent immunity. They know how to ignore advertising calls, they know how to bypass them. So, statistics show that 69% representatives of Gen Z have ad blockers installed. And this means that brands today need to look for new ways to reach the hearts of users. Old technologies are getting worse every day. And social activity can be a great solution for brands. The future belongs to those brands that will be able to show their concern for acute social issues.
So in the coming years, we are waiting for the emergence of many interesting ideas. The world will never be the same again. And the winners will be those who realize it faster than others.