Identity Spectrums

‘Deaveraging’ becomes an essential approach for meeting the diverse needs of consumers who identify with a broad variety of gender identities.


Segmentations grouping millions of people into dozens of markets

Introduction of several labels defining sexuality and ethnicity


A million markets each containing dozens of people

Recognition of countless ways to identify in terms of sexuality

Fluidity supersedes labels – typical segmentations lose relevance

How is this manifesting?
Through the eyes of our StreetScapers…

“The Oxford English Dictionary added the gender-neutral title Mx to the dictionary and a recent petition has launched to require government bodies to use the Mx honorific. We still need to develop a deeper understanding of gender issues that include non-binary identities."

Marta, UK

"Sweden takes gender issues seriously; for several years they have been introducing new legislation and have also launched gender neutral pre-schools. They have been praised as one of the most equal societies in the world."

Lara, Sweden

2017 saw the first baby receive no legal gender designation, with official documents stating ‘U’, meaning ‘unspecified’ or ‘undefined’.

Global brands challenge perceptions of normal and do away with labels in 2018 comms

McCain chips challenge traditional views of consumers through their adverts investigating ‘What’s normal?’

Smirnoff shouts ‘labels are for bottles, bottles are for people’.

Male cosmetics lines grow in popularity in South Korea

Korean men in their 20s use an average of 13 cosmetic products a month.

AmorePacific and Skinfood are capitalising on demand, and amongst varied target audiences from urbanites to army personnel.