Gender
The future of gender is in a state of flux. Here’s how views and norms are changing, and what they could mean for businesses and policymakers.
In 2020, Ipsos published the first edition of What the Future: Gender. In the three years since then, generational and cultural shifts in media, marketing, politics, and society have transformed how people view everything from gender identity and expression to roles and equality. The ways brands respond could pave new opportunities — or present new barriers — to how people everywhere see themselves and live their lives.
What the Future: Gender explores this issue and how it will affect brands, businesses, and all of us as individuals, in industries ranging from sports to technology to commercial representation.
For more foresight content, subscribe to the What the Future newsletter for new topics each month. And be sure to register for the June 15 What the Future: Gender webinar, featuring data, interviews, and insights from editor Matt Carmichael. Read on as an economist, experimental filmmaker, sports agent, and marketing analyst explain how we’ll view, represent and express gender in the years to come.
For full results, please refer to the annotated questionnaire.
Letter from the Editor
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Understanding of gender is fluid. Will definitions be, too? Matt Carmichael, What the Future editor, head of the Ipsos Trends & Foresight Lab |
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Interviews & Features
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How technology can help us understand each other and ourselves Cameron Kostopoulos, filmmaker, creator, Body of Mine VR |
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How behavioral science can boost understanding about gender Luke Nowlan, Ph.D, director, Ipsos‘ Behavioral Science Center |
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How we think about generational attitudes Brand insights from Ipsos' Matt Carmichael |
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How gender shapes commercial representation for athlete Erin Kane, vice president, women’s sports at Excel Sports Management |
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How men can find new purpose as a gender in ‘crisis’ Ariel Binder, economist |
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Why brands need to include men in the conversation about gender equality Brand insights from Ipsos' Mallory Newall |
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Why brands can no longer treat women as a monolith Mercedes Bender, principal, Ipsos Strategy3 |
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How better customer experience can support stressed caregivers Brand insights from Ipsos' Sarah Morrow |
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Signs that media is shifting gender perceptions Latha Sarathy, executive vice president, analytics, insights and measurement, SeeHer ANA |
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Jennifer Bender, associate partner, Ipsos Strategy3 |
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