4 Ways Brands Can Accommodate Shifting Expectations Around Gender Identities

Gen Z has an entirely different mindset around how to be inclusive

Gender is no longer confined to "boy" and "girl" labels, and brands need to accommodate this change. Getty Images

When most of us were growing up, boys and girls were placed unilaterally into blue and pink buckets without anyone asking whether this was a good idea. Even with my own pregnancy, not knowing the baby’s gender put families and friends at a loss of what color to buy. It was gender normative marketing at its strongest.

@msbeckyann Rebecca Bedrossian is global content director at Possible.