Before a child is even born, we ask - “is it a boy or a girl?” – anticipating the biology of a child will tell us what type of person they will be. We have been conditioned by society to believe males will be masculine and females will be feminine. But Australians are waking up to this conditioning, and starting to understand there is no correlation between a person’s sex and their gender. We are experiencing a shift in views of gender, with more Australians accepting and supporting gender identities and nuances outside of the traditional ideas of what it is to be a man and woman. And Australians believe brands are not keeping pace with this shift.

So how far into this gender shift are we? How do different Australian audiences feel about moving away from the binary construct of gender? What happens to a brand’s marketing when so many segmented by and are focused on gender?

In partnership with the Human & Cultural Strategy team of FiftyFive5, Powered by Nine explores these questions and the impact of the gender evolution on brands and content.