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 People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world.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

The word 'gamer' might make you think of teens in darkened bedrooms. In reality, over 60% of all American gamers are adults, and the average gamer is a 30-year-old with a job and family. But why do we play games beyond childhood? And is the way we play as adults any different?

From the presence of ‘booth babes’ at gaming conventions to sexualised female characters, the video game industry has a poor reputation for gender equality. And despite women accounting for a large portion of gamers, it's been found that very few titles feature female protagonists.

Video gaming has evolved from arcades to bedrooms to mobiles – and it’s now merging into the real world.Heads Up, which emerged fromThe Ellen DeGeneres Show, blurs the boundaries between screens and reality, letting people play a parlour game on their phone and share the results online.

Technology for women has transcended the early years of 'shrinking and pinking' – and just as well, given that women are, in many ways, more prevalent tech consumers than men. But with just 41% actively agreeing that technology caters to their needs, how is tech evolving to appeal tobothgenders?