11/15/2013
Six in 10 teens and young adults say that gender lines have been blurred, according to the Intelligence Group’s “The Cassandra Report.” Two in three say their generation is pushing the boundaries of what it means to be feminine and masculine, and 40% of millennial-aged women prefer clothing and products specifically made for men.
More than four in 10 of both millennial-aged men and women (42%) feel that gender roles are confusing today.
Two in three say that gender does not define a person to the extent that it once did, and 60% believe that men and women do not need to conform to traditional gender roles.
This gender-neutral world is impacting marketers. More than half (57%) prefer to shop in a unisex store than one that caters specifically to their gender. Nearly one in two men (45%) and women (54%) share products with members of the opposite gender in their households.
In fact, 50% of women and 40% of men are “cool with men wearing makeup” and 70% of both men and women are “cool with women proposing to men.”
Yet while millennials see themselves as equals, they say the media don’t reflect this evolution. Only one in four men say portrayals of their gender in ads are accurate. One in two men would like to see more ads tailored specifically to their needs and interest, and 40% dislike the way fathers are portrayed in advertising.
Meanwhile, 68% of women would rather be strong than skinny, and 75% would rather be tough than dainty. While 84% of millennial-aged women fully support gender equality, only 39% consider themselves feminists.
SOURCE: “The Cassandra Report,” Intelligence Group, Angel Ciangi, 2000 Ave. of the Stars, Los Angeles, CA 90067; 424-288-2873; aciangi@intelg.com; www.trendcentral.com.
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