A majority of people across generations agree that society will ascribe less to gender stereotypes within the next decade, according to a new report.
The next generation of Americans is taking a more critical approach to gender labels. According to a new study conducted by the advertising insights agency Bigeye, half of members of Generation Z (or 50%) agree that traditional gender roles and binary gender labels are outdated, whereas even higher percentages of millennials (56%) believe the same.
As part of the study, titled “Gender: Beyond the Binary,” researchers surveyed more than 2,000 U.S. adults from a broad range of gender identities, generations, socioeconomic backgrounds, and geographic locations. The data shows that — across generations — 51% of respondents agree that American society will associate gender less with stereotypical personality traits, products, and occupations within the coming decade.
Gender norms are just stuff we make up | Video by idea.soup
https://t.co/7DurRjIVGK pic.twitter.com/xyegeNzJLx
— milkboys
(@milkboys) March 2, 2021
(@milkboys) “While the majority of Americans are cisgender, a significant percentage of younger generations believe the notion of identity is fluid and decidedly non-traditional,” said Adrian Tennant, vice president of insights at Bigeye and the leader of the research team, in a statement to them. “This study provides a snapshot of the broad, generational spectrum of opinions and beliefs held toward gender identity and expression within the media we consume daily through TV, ads and online platforms.”
The majority of respondents across generations, 52%, agree that gender is not binary and that there is a spectrum of gender identities, whereas 20% neither agreed or disagreed.