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 People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world.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?

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Every Pride month, social media feeds explode with branded Pride campaigns and rainbows suddenly adorn the products on our shelves. But which campaigns are actually resonating with audiences? And how can brands ensure that their support for LGBTQ+ communities makes a difference?

Influencer Bobrisky has leveraged her power on social media – on Instagram and Snapchat, in particular – to turn herself into a household name in both Nigeria and across Africa. In doing so, she has helped to bring conversations about trans identity into mainstream culture.

Calvin Klein’s campaign #ProudInMyCalvins showcases the personal journeys of people from the queer and trans community. Highlighting the importance of LGBTQ+ representation, the campaign tells the poignant stories of people and their journey to self-realization and acceptance.

Pride month saw many beauty brands advocate for LGBTQ+ rights, but members of this community want to feel represented by the industry in more ways than just rainbow-hued packaging. Among Gen Yers and Zers, there’s a demand for more accurate representation of diverse gender realities.