What The Future

GENDER

Future Jobs to Be Done – Gender

Ipsos spins the traditional “Jobs to Be Done” framework forward with future Jobs to Be Done (fJTBD) envisioning a powerful and plausible scenario about gender through strategic foresight.

Signs that media is shifting gender perceptions

Latha Sarathy, executive vice president of analytics, insights, and measurement at SeeHer ANA, a division of the Association of National Advertisers, explains how changing attitudes about g...

How better customer experience can support stressed caregivers

With easier and more accessible customer experiences, brands can offset the stress of modern motherhood, says Ipsos’ Sarah Morrow.

Why brands can no longer treat women as a monolith

What feminism means to women — and society at large — is changing. Brands need to understand that diversity of perspectives among women, says Ipsos’ Mercedes Bender.

How men can find new purpose as a gender in ‘crisis’

Economist Ariel Binder explains why the narrative about “men in crisis” is exaggerated, and considers what the outlook on men in the workforce could mean for families and brands.

How gender shapes commercial representation for athletes

Erin Kane, agent for some of the biggest names in women’s sports, discusses how social media and NIL laws are changing compensation for athletes and brands.

How we think about generational attitudes

When thinking about the future, marketers will need ongoing research to understand generational shifts on gender views, says Ipsos’ Matt Carmichael.

How behavioral science can boost understanding about gender

New research shows that careful brand messaging can broaden perspectives on gender issues. Ipsos’ Luke Nowlan explains what marketers can learn from this.

How technology can help us understand each other and ourselves

Filmmaker Cameron Kostopoulos explains how artists and brands could use experimental technology to help people empathize with other perspectives and identities.

Understanding of gender is fluid. Will definitions be, too?

In the three years since What the Future last explored gender, the world has changed. Editor Matt Carmichael considers what the future could hold, from new norms to backlashes.