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 People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world.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

From decentralised autonomous organisations (DAOs) run on Discord to city-wide mutual aid groups, people are finding safety and optimism in numbers. For growing numbers of people, collective action is emerging as the only viable solution to compounding crises and deepening alienation.

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.

Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

Australian singer Troye Sivan is captivating diverse audiences with his queer-positive and emotive representation of masculinity. His music, complemented by his relatable online presence, allows him to sing candidly about the joys and tribulations of being a young gay man.

Queer romantic comedyRed, White & Royal Bluehas become an unexpected hit. The representation of sexual desire between two male protagonists broke new ground by blending raunchiness with emotional intimacy, bringing a much-needed freshness to the popular portrayal of queer sexual expression.

FromKilling EvetoBeef, dark femininity narratives have taken over TV and film, providing an expression of female identity that goes beyond more aspirational models of girlhood and womanhood. What do these stories represent and how can brands tap into more transgressive storytelling about women?

I Kissed a Girlis the UK's first ever all-female and gay dating show, set to air on the BBC in Summer 2023. While the portrayal of lesbian and queer women in reality TV has been lacking, brands and content platforms now have the opportunity to centre more authentic and diverse narratives.