The next generation of Americans is taking a more critical approach to gender labels. According to a new study conducted by the advertising insights agency Bigeye, half of members of Generation Z (or 50%) agree that traditional gender roles and binary gender labels are outdated, whereas even higher percentages of millennials (56%) believe the same.
As part of the study, titled “Gender: Beyond the Binary,” researchers surveyed more than 2,000 U.S. adults from a broad range of gender identities, generations, socioeconomic backgrounds, and geographic locations. The data shows that — across generations — 51% of respondents agree that American society will associate gender less with stereotypical personality traits, products, and occupations within the coming decade.
“While the majority of Americans are cisgender, a significant percentage of younger generations believe the notion of identity is fluid and decidedly non-traditional,” said Adrian Tennant, vice president of insights at Bigeye and the leader of the research team, in a statement to them. “This study provides a snapshot of the broad, generational spectrum of opinions and beliefs held toward gender identity and expression within the media we consume daily through TV, ads and online platforms.”
The majority of respondents across generations, 52%, agree that gender is not binary and that there is a spectrum of gender identities, whereas 20% neither agreed or disagreed. The point of view on binary gender, however, did not extend towards attitudes on gendered restrooms, as 46% of those surveyed said they disagreed with gender-neutral restrooms in public places.
Most participants also believe their appearance or style of dress could be described in accordance with the sex they were assigned at birth, with more than 70% of those identifying as male or female saying they would be described as very or somewhat masculine. Of respondents who are cisgender males, 74% describe themselves as extremely or somewhat masculine, and 84% of cisgender females say they are extremely or somewhat feminine.
The findings about Gen Z and millennial attitudes toward gender labels align with survey data showing that parents are shifting how they view raising and socializing children into cisgender roles, particularly through the products they purchase.
For example, when presented with information about purchasing the Creatable World doll, a gender-neutral toy for children, 60% of parents said they would definitely or probably give one to a child between the ages of 5 and 8 years. The percentage rose among LGBTQ+ parents raising children, with 72% saying they would purchase the doll.
In addition, roughly three-quarters of cisgender female parents encourage gender-neutral play for their kids, whereas 59% of cisgender male parents say they raise children with a similar paradigm.
The generational changes in perspectives on children and gender were also reflected in opinions about schooling. Gen Z, Millennial, and Gen X parents — encompassing a range of ages from 18 to 55 — are more likely to approve of non-gendered or gender-free early education than parents aged 56 and older.
Even so, the majority of those who were surveyed said they do not know someone whose gender identity isn’t cisgender. According to the findings, 65% said they don’t know someone who is nonbinary or gender nonconforming, 69% don’t know someone who is genderfluid, and 56% don’t know a transgender individual.
Bigeye conducted the survey for three days in mid-September 2020, asking participants about their daily experiences while having researchers observe their responses to several interactive tasks. They also sought the opinions of a group of nonbinary, transgender, genderqueer, and genderfluid participants through an online research platform. The second phase of the research included a 72-question online survey that was distributed to 2,000 U.S. adults last December.
