Gen Z is changing expectations around masculinity and femininity—and brands need to keep up. “Gender defiance is the new rule,” as the next generation embraces nonconformist perspective—and ungendered products. For brands, this presents “an opportunity to create new campaigns whose images showcase fluid identities, communities and even families.” But to do so authentically, they need to be a part of the conversation, and brought “in the room.” (Adweek)
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