Gen Z is slowly changing gender norms


Brands need to pay attention to the younger generation when building campaigns.

Gen Z’s priority is to be true to himself.

In an era filled with debates about equality and gender diversity, traditional attitudes about men and women have changed. Challenging gender norms is a new trend. Everyday, hashtags like #LGBTQTogether, #LGBTQUnite good #LGBTQRuleTheWorld show that Gen Z is breaking the mold by wearing costumes or becoming the sexes they desire.

At Cannes Lions 2019, a comment from young artist Laurence Philomene (freelance photographer and director in Montreal, Canada) presented a great idea: “I’m human, gender is secondary”.

Laurence Philomene is a freelance photographer and director in Montreal, Canada. Photo: Laurence Philomène

While the old generation (Baby boomers, Gen X & Millennials) will fight for equality for everyone, Gen Z will fight for itself to become the best, truest version. LGBT (a community of people with diverse genders) and people who have not yet been identified are increasing, beauty and fashion brands are ready for this change.

Redefining beauty and fashion

Gen Z’s perspective on the development of society and gender is reshaping the norms of traditional beauty. Brands have many creative opportunities in the field of neutral men or gender. The number of Gen Zs investing in beauty has increased by 20% over the previous year and adolescents continue to invest in makeup and skin care, not just for women. Just by looking at influencers like Jeffree Star and James Charles (beauty YouTubers of LGBT beauty with more than 15 million subscribers), we can see the very high demand for beauty. Gen Z. Understanding the psychology of Gen Z, cosmetic brands such as MAC, Marc Jacobs have launched makeup products for non-genders.

Put simply, it’s time for brands to become as brave and realistic as Gen Z.

Why do boys like cosmetics today? The reason is similar to other young women: They are all human and they have needs beyond gender limits.

A new perspective on gender is also shaking the fashion world. YSL’s newest men’s collection (Yves Saint Laurent fashion brand or YSL) and gender equality campaign “Chime for Change” Gucci demonstrates its enthusiastic support for the message of gender diversity throughout social media and in real life.

Print ad “Chime for Change” by Gucci

The opportunity for brands here is to expand their product in neutral gender segments with diverse messaging.

Supporting all expressions of gender shows that the brand is interested in the new message of progressive and inclusive society, which is important for the younger generation. Consumers are Millennials (those born between 1980 and 2000 also known as Generation Y) and Gen Z (young people born from 1996 onwards). Expect brands to make their positions public on social and political issues, and 60% of these shoppers say brands should post their opinions on social media.

A new business approach

Marketers have to change their approach to consumers – not marketing based solely on gender. In addition to making products, marketers also need to change the methods of distribution, packaging, advertising and communication. This is an opportunity to create new strategies with images that accurately represent the identity, community and family of Gen Z. In simple terms, brands need to be as brave and realistic as Gen Z. .

To do that well, brands will need to listen to young people. Stories must be told by them. Gender norms are not the only thing that Gen Z will change. They will be multi-ethnic people, dislike fake images and hate ads. An estimated 69% of Gen Z uses ad blocking software so now is the time to research and make their way.

Scotti spoke with Adweek on Verizon Media Beach at the Cannes Lions International Creative Festival. Photo: Adweek

At Cannes this year, many Marketing Directors, came up with interesting marketing ideas geared towards Gen Z. Including Diego Scotti, who pledged to include “real people, real work” in Verizon’s advertising. the fifth largest multichannel video streaming service in the US). This is an inspiration for other marketers to do the same thing.

Gender equality campaign “Chime for Change” by Gucci

Phuong Anh / Brands Vietnam
* Source: Benjamin Lord / Adweek

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