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 People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world.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 past decade has seen political polarisation – accelerated by social media’s filter bubbles and echo chambers – deepen and mutate. An ominous era of a polycrisis has shattered any remaining societal consensus. Meanwhile, powerful anti-establishment voices have stepped into the void.

American Girl has introduced their 2020 Girl of the Year doll, Joss Kendrick, a competitive surfer and the brand’s first doll with hearing loss. The boom of inclusive toys speaks to Gen Alpha’s desire for inclusivity, equality, and diversity both in wider society and in their own lives.

California has become the first US state to adopt a law enforcing large retailers to have separate gender-neutral aisles for toys and childcare items. As people increasingly push back against gender inequalities, they’re expecting businesses to play a significant role in minimizing them.

To champion inclusive play, creativity, and ambition, toymaker LEGO is removing references to gender from its building kits. Research by LEGO has found that when it comes to play, girls feel less restrained by typical gender biases than boys do, but that parental and societal ideas are holding them back.

Growing up in a digital world, Generation Alphas are more likely to opt to watch shows on Netflix than the BBC. Gen Alphas pursue content consumption through gaming and advocate for inclusive values across the media platforms they use. So how can brands look cool for the kids?