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 People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world.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

Census data has found that young people in the UK are more likely to identify as members of the LGBTQ+ community than older generations. However, some Zers remain attached to gender binaries, suggesting that attitudes towards sexuality and gender identity aren’t unilateral among this cohort.

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?

A survey of US adults has shown that the vast majority of the general population supports LGBTQ+ representation in advertising and would remove their support if representation efforts were halted. The data signals a continued push for inclusivity amid growing attacks on LGBTQ+ rights.

How are polarized attitudes towards LGBTQ+ rights driving a united front among Democrats? How is student debt impacting Democrat's finances? And why has travel become a point of conflict post-pandemic? Our snapshot of Democrat voters unpacks key behaviors shaping this American audience in 2023.