FEATURE26 October 2018

A question of identity

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Europe Features Impact Media North America Trends UK Youth

For younger generations in particular, gender is increasingly seen as a spectrum rather than a binary choice. What does this mean for those trying to understand people’s behaviour? By Jane Bainbridge.

One of the first selections made by respondents in any form of market research is a gender one. Tick the box – male or female. But where only a matter of years ago these were the sole options ...