The Gender Complexity Mega-Trend reflects that traditional gender roles are becoming increasingly blurred. Males are exhibiting more feminine traits in their attitudes and behaviors, while empowered females are breaking out beyond gender stereotypes. However, gender complexity also reflects how the shift in gender roles is not totally prescriptive: both genders' values are diverse and complex
Scope
Detailed trend analysis outlining what constitutes 'value' for consumers (trends are, after all, a reflection of what's important to consumers)
Global in focus, but also offers country-by-country and sector insights thereby catering to top-line or more specific information needs
Covers all major FMCG sectors, but also with applicability to wider consumer goods audiences
One of 10 dedicated mega-trend reports outlining the most important issues shaping global consumers' buying behavior both now and in the future
Highlights
Good trend-watching is about taking the bigger-picture approach. Adopting a broader global perspective to trend-tracking facilitates better decision making by overcoming 'category myopia'. Monitoring the broader FMCG environment will enable bigger picture learning that can be applied more specifically
Gender Complexity is founded on the contrast between the rise of feminine values and attitudes among men and a contrasting but prevailing ""boys will be boys"" mentality. Seemingly dichotomous, these are not mutually exclusive. Pragmatic male consumers base their attitudes and behaviors on 'cherry-picking' elements of both value systems as required
Womens' growth as individuals in the workplace and rapidly rising sense of independence and individualism has left them grappling with the tension between modern and traditional roles. This role consciousness means that they are torn between embracing more individualistic feminization and more traditional caring, gatekeeper roles in the family unit
Reasons to Purchase
Understand the significance of the different gender-aligned trends across territories and FMCG sectors to help support market diversification plans
Save time and gain maximal insight by using this 'one-stop-shop' resource which offers a clear and up-to-date framework for understanding consumers
Access data from two waves of global primary research to increase the likelihood of being 'on-trend' with NPD and marketing activities
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