Gender: Beyond The Binary

Nonbinary, transgender, and genderfluid identities are becoming more visible in pop culture, and they're challenging long-held assumptions about who products and ads are "for." But how do Americans actually feel about gender identity and expression, and how does it shape what they buy?

Beyond the Binary is Bigeye's national study of 2,000 US adults on gender identity, advertising, toys, and gendered products. One of the biggest surprises: Gen Z isn't the most progressive generation on gender. Millennials are.

In December 2020, actor Elliot Page publicly came out as transgender and nonbinary, joining a growing list of public figures, including singer Sam Smith, who identify outside the gender binary. Around the same time, Bigeye set out to understand how the rest of America thinks about gender.

The study started with qualitative research among nonbinary, transgender, genderqueer, and genderfluid participants. Their experiences shaped a 72-question national survey of 2,000 US adults across five generations.

The 84-page study breaks down how respondents define gender, how they see themselves, how they feel about gender in advertising, how they approach toys and early education for kids, and which products they think need "for men" and "for women" versions at all. It also includes first-person perspectives from nonbinary participants and brand examples like Mattel's Creatable World™ doll and Ritual multivitamins.

Why This Research Matters

Many product categories are still designed, packaged, and marketed by gender, from razors and shampoo to clothing and toys. Meanwhile, ads shape how people see gender roles, and consumers are noticing.

This study shows where opinions are shifting, where they're not, and which audiences are most open to gender-neutral products and messaging. The answers vary a lot by generation, identity, region, faith, and politics, which makes a one-size-fits-all approach risky for brands.

Key Findings at a Glance

• Millennials, not Gen Z, hold the most progressive views on gender overall, especially college-educated Millennial parents.

• 52% agree gender is a spectrum of identities, rising to 62% of Gen Y and 65% of LGBTQIA+ respondents.

• 56% of Gen Y agree traditional gender roles and binary labels are outdated, vs. 50% of Gen Z and 32% of the Silent Generation.

• 68% of cisgender respondents agree ads often keep men and women in traditional gender roles.

• Only 45% of LGBTQIA+ respondents feel well represented in the advertising they see.

• 76% of cisgender women prefer ads showing men and women can have the same capabilities and roles, rising to 80% of Gen Y overall.

• 1 in 5 women say no product category benefits from gendered versions, vs. 11% of men.

• Fewer than half of LGBTQIA+ respondents (46%) usually buy products specific to their gender identity, vs. 73% of men and 67% of women.

• Half of all respondents would consider giving a gender-neutral Creatable World™ doll to a child aged 5 to 8.

• 51% believe that in 10 years, we'll associate gender with stereotypical traits, products, and jobs much less than we do today.

What's Inside the Study

Defining Gender: Where Americans Stand

Most respondents (58%) agree a person is either a man or a woman, yet just over half (52%) also agree gender is a spectrum. That tension says a lot about where the country is. Views vary sharply by generation, region, faith, and political affiliation, and this section maps where each group lands. It also looks at how many Americans personally know someone who is transgender, nonbinary, or genderfluid.

Experiencing Gender: Challenging Stereotypes

We asked respondents to place themselves on spectrums like sensitive vs. tough-skinned, self-critical vs. self-confident, and relationship-focused vs. career-focused. The results don't line up neatly with stereotypes. For example, 35% of cisgender women see themselves as self-confident, compared to 26% of cisgender men. Gen Z and LGBTQIA+ respondents are also more likely to say how they feel shifts by situation.

Depicting Gender: Advertising and Representation

Most respondents see more positive portrayals of involved fathers and women in leadership in ads today. But many still feel ads keep men and women in traditional roles, and representation gaps are clear. Women of color and LGBTQIA+ respondents are less likely to feel well represented. For example, 68% of Hispanic or Latino cisgender men feel well represented vs. 46% of Hispanic or Latina cisgender women.

Gender and Children: Toys, Play, and Education

This section looks at the toys respondents played with growing up, and how parents choose toys for their own kids. LGBTQIA+ parents (77%) and cisgender mothers (73%) are most likely to encourage kids to play with any toys that interest them. It also tests reactions to Mattel's Creatable World™ gender-neutral doll and to gender-neutral early education.

Expressing Gender: Clothing, Beauty, and Gendered Products

How do people express gender through what they wear and buy? Fewer than half of Gen Z women (45%) primarily wear clothes designed for women. Clothing and fragrance top the list of categories people think warrant gendered versions, while many open-ended responses question why products like razors and shampoo need to be gendered at all. The section also covers what consumers most want from brands, with Gen Z ranking support for diversity, equity, and inclusion (DEI) highest.

The Future of Gender

Will gender roles look different in 10 years? Just over half of respondents think so. Gen Y is consistently the most optimistic, and the study closes with what that could mean as Millennials raise Generation Alpha.

Who This Research Is For

• Brand and marketing leaders rethinking how products and campaigns are positioned by gender

• Creative and advertising teams looking to reflect people more authentically in their work

• CPG (consumer packaged goods), beauty, personal care, and apparel brands weighing gendered vs. gender-neutral product lines

• Toy, kids, and family brands responding to changing attitudes among parents

• Strategy and insights teams who want a data-backed view of generational and identity differences

How to Use This Research

• Audit your creative. Check campaigns against the traditional roles and representation gaps respondents called out.

• Pressure-test gendered product lines. See which categories consumers think need gendered versions, and which they don't.

• Target by mindset, not just age. Use the generational data to avoid assuming the youngest audience is always the most progressive.

• Build more inclusive brand experiences. Learn from the nonbinary perspectives and brand examples in the study.

• Plan for the next generation of parents. Understand how Millennial and LGBTQIA+ parents approach toys, play, and education.

About the Research

Beyond the Binary is a Bigeye National Study. It began with a three-day qualitative study in September 2020 with nonbinary, transgender, genderqueer, and genderfluid participants. Those insights informed a 72-question online survey distributed to a nationally representative sample of 2,000 US adults aged 18 and over in December 2020.

Download the Full Study

Get the complete 84-page Beyond the Binary study, with every chart, generational breakdown, nonbinary perspective, and brand example. See how Americans think about gender, and what it means for your products, advertising, and brand.

Want to know how your own customers see it? Talk to our research team, or see how we approach consumer research.

Frequently Asked Questions

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