Brands in the hair care space adopt gender-neutral branding
Trend - Taking note of the popularity of gender-neutral branding in cosmetic and skincare industries, brands in the hair care space are adopting their own versions of gender-neutrality into their products. Both in research and in branding, these items are able to appeal to a broader range of demographics.
Insight - Young consumers today are increasingly pointing out the frivolity of gendered marketing, and are less inclined to purchase items just because they're targeted to the gender they identify as. This comes as their understanding of gender issues and politics is more readily informed by their peers and easy access to information online. As a result, trends in everything from pop-culture to fashion are blending aesthetics and forgoing traditional gender norms.
Insight - Young consumers today are increasingly pointing out the frivolity of gendered marketing, and are less inclined to purchase items just because they're targeted to the gender they identify as. This comes as their understanding of gender issues and politics is more readily informed by their peers and easy access to information online. As a result, trends in everything from pop-culture to fashion are blending aesthetics and forgoing traditional gender norms.
Workshop Question - How is your brand catering to the values and priorities of its Gen Z customer?
