New Youth Study: The Binary & Beyond

In our latest study, the MarketCast Youth & Identity team takes a close look at what’s influencing the gender conversation among today’s youth and young adults, while also uncovering the ways brands and media companies can engage in the conversation.

Gender Norms are the Earliest and Most Influential Social Cues

Over the years, it has become evident that gender greatly impacts the development of identity and self. However, gender is a continuously growing and evolving topic of conversation, with a variety of views held – and challenged – by individuals, institutions, and organizations.

Focusing on three markets, USA, South Korea and Germany, here are some key take-aways from our “The Binary & Beyond” study:

  • Gender biases influence passions: More than 40% of young people feel traditional gender norms still dictate what they can and can’t do.
  • Language is critical: Individual pronouns are the most prominent identifier for young people to define and re-define their gender.
  • Social media is core to the conversation: Gender hashtags generate billions of views on TikTok, rivaling other top trending topics.
  • Entertainment has a powerful voice: 78% of parents feel media and celebrities have a strong influence on their kids’ gender.

To learn more about the societal influences shaping gender, please complete the form below to get highlights from our report.

If you would like to receive the full results of “The Binary & Beyond: Youth & Gender Identity” study, please contact MarketCast.