In a polarised society, the meaning of gender is in flux. People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world. How can brands navigate the changing gender landscape without leaning on stereotypes?

Whether you’re finding peace in a yoga class, or sipping coffee at Starbucks, the accepted attire for men is now the same – trainers and joggers. As sportswear becomes a permanent fashion feature, Mr Porter has launched an activewear section to add a touch of casual luxury to men’s wardrobes.

It’s widely believed that women dominate household purchasing decisions – but while this was certainly once true, has it changed over time? In light of new statistics, more and more companies are gearing their offerings and marketing towards men. But are they reaching them?

Global sales of menswear grew to $440 billion in 2014, and with their high disposable incomes, aspirational young males are prompting luxury fashion and lifestyle brands to expand their offerings. Move over Yuppies, Yummies and Henrys are the new kids on the block – and they’re ready to spend.

Not to be mistaken with yuppies, 'Yummies', is a name coined by HSBC to describe young, urban males. They have no family ties, are attached only to their iPhones, and want to be seen spending on expensive goods. Is this the demographic luxury brands should be targeting?