2/19/2024 0 Comments Gender flux logo![]() #DropThePWord to end period shame.“ Hey here's something we made earlier, we thought you might like one! We've also popped in a vegan bath bomb and a copy of Trans Rights by for you to read in the bath! /RNbPsSTS88 - The Body Shop June 10, 2020 In the wake of JK Rowling’s infamous tweet, the Body Shop faced calls for a ‘boycott’ when it chose to wade into the ’people who bleed’ discussion by tweeting a photo of a red canvas that read: “It’s bloody natural. “It’s been validating that Levi’s fans have embraced not only a genderless collection but also one that’s such an authentic expression of our values and who we are.” Yet, while Levi’s saw success, when it comes to the gender debate, things do get a little heated for brands. We hoped it would, we thought we would, but we didn’t know until we saw the results,” admits Peter Lewin, senior director of strategy and marketplace insights of Levi’s Unlabeled. Recognising that it did not have a genderless concept for the brand at the time, it asked its grassroots group of LGBT+ employees to curate a homegrown, gender-less collection from its existing line. ![]() It leant on market research that indicated 30% of Gen Z Levi’s fans shop across genders. ![]() Last year saw Levi’s offered its first genderless foray with an ‘Unlabeled’ collection. With the non-conforming world evolving and public appetite for gender neutral branding growing, particularly within the hygiene, beauty and clothing industries, some brands have risen to the challenge – whether by reframing their copywriting, introducing gender neutral product lines or retuning their strategy entirely. Gender neutrality is becoming increasingly expected.“ So, where are the brands? “The difference now is that people understand the negative effects of gendered branding so much more, and they’re not willing to accept it. “The appetite for gender neutral branding has been here for some time,” insists Asad Dhunna, founder and chief exec of The Unmistakables, a diversity-led consultancy. So both private individuals and public figures now feel more confident with these identities – and if there wasn’t a commercial case for gender neutral branding before, there is now. Miley Cyrus and Cara Delevingne are among the notable names that identify as gender fluid, while Queer Eye star Jonathan Van Ness and singer Sam Smith both identify as non-binary. "The problematic nature that society puts on traditional gender norms isn't a niche anymore - it's becoming part of the conversation." In UK’s largest ever survey of its LGBT+ population, carried out in 2017, 6.9% of those surveyed identified as non-binary Stonewall estimates that perhaps 1% of the British population identifies as trans or non-binary. "In 2020, there was a noticeable shift away from societal gender norms, with the conversation around breaking down gendered barriers becoming more mainstream," recalls Alex Ehmcke, chief operating officer at PinkNews. In the west, the steady feminization of our men at the same time that Marxism is being taught to our children is not a coincidence. There is no society that can survive without strong men. The skirmish around Cleaver’s address followed a year that saw public conversations around gender focus on JK Rowling’s Twitter feed and a sensational edition of Vogue that had some US conservatives fuming at cover star Harry Styles for the threat he posed to 'manly men'.
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