By describing what they call this “seismic shift” and making recommendations for updated usages, the authors hope to encourage businesses to become “allies” of “gender revolutionaries.” The answer to this question may not be presently known, suggests the report. “Transgender and genderqueer people have shifted culture away from the idea of rigid binary genders, and the implications are massive: How will the worlds of law, politics, media, tech, marketing and advertising, fashion, design, art, architecture, music, beauty, healthcare, and sports change if the categories of man and woman are deconstructed or eliminated altogether?” The report is unprecedented in its focus on the way “binaries are melting away” and it acknowledges the radical nature of “the freedom from gender entirely” when at one point it asks the following pivotal question: “The real promise of the transgender movement is not the freedom to figure out ways to become more fully male or fully female, but rather freedom from gender entirely,” says Shannon Gilreath, a law professor at Wake Forest University. Even pop culture’s newest transgender obsession, Caitlyn Jenner, seems deeply wedded to these binaries in her problematic recent declaration that “if you look like a man in a dress, it makes people uncomfortable.” This thought bomb is summed up by a key reference in the report:
Understanding how the unprecedented attention to transgender and gender-nonconforming people’s experiences has shaped “memes, viral videos, trends, products, and cultural signals” is great for business, the report implies.īut, within the report there is a thought bomb that explodes beyond present society’s rigid binaries of masculine and feminine. So much about good business comes down to marketing language, sparks & honey suggests.
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Or maybe you’ve seen a few unfamiliar designations for gender: terms like “agender,” “omnigender,” “bigender,” or “gender-fluid."Ī New York city-based marketing consultancy called sparks & honey (which prefers the lowercase lettering) that helps businesses become more culturally relevant has released a new, must-get report on these shifting usages, which it calls the “new language of gender.” The report urges companies to educate themselves about new gender usages as they update their advertising and branding so that products and services reach new, sophisticated consumers. Or perhaps you’ve observed that someone self-identifies with the pronouns “they/them,” and you murmur: “Hmm … that usage isn’t like my grammar lessons!” “What pronouns do you use?” asks someone on Facebook. Chances are you’ve seen the shifts online.
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