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 People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world.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

While Gen Z are the most fluid and diverse generation in history, it’s also true that some are reacting against the shift toward openness by entrenching gender binaries and performing exaggerated versions of gender norms. So who are the Gen Zers going against the generational grain?

Rimmel has appointed Olympic medallist Tom Daley as its first male global ambassador, marking a fresh direction for the brand. Through the partnership, Rimmel is not only challenging gendered norms around beauty but also working to diversify men’s notions of make-up and who can wear it.

Challenging old stereotypes, Barbie has found a new look and purpose as a vlogger. The iconic doll now has a YouTube channel to discuss difficult topics and be a positive role model. How is Barbie using a new platform to appeal to parents and children, while empowering Gen Alphas in the process?

As homes become hubs of safety and escapism from the outside world, playful Barbie-esque aesthetics – from velvet pink valances to unicorn ornaments – are making their way into interiors. The move speaks to a desire to cultivate comforting 'worlds' as an antidote to modern angst.