In a world of blurring gender roles, where women are empowered and men are emasculated, a playful definition of 'what it means to be a man' is emerging, whereby men have the freedom to build their own definition from a range of discourses.

Many brands in Mexico are still hesitant to be linked to the LGBT community. However, considering the estimated 5.2 million LGBT people living in Mexico spend on average 10 to 15% more than heterosexuals, international and national companies are starting to take note.

During the Sochi Olympics, big-name brands from Google to Channel 4 displayed their logos in rainbow colours to support LGBT rights. But why are brands being more open about their ethical and political stance, and do their customers really care?

In December 2013, the law allowing gay marriage was overturned in Australia – spurring outrage, as two thirds of people support same-sex unions. At Sydney's Mardi Gras, ANZ turned its cashpoints into glitzy GAYTMs, sending a bold statement: accept our cash, accept our values.

Alfa Romeo's sales in Japan have doubled after the brand began specifically targeting the LGBT market. It's sponsoring gay film festivals and pride events, where it hands out red Alfa Romeo condoms - a sign of growing acceptance.

Gender roles are a regular topic of debate in the media, particularly concerning the way certain products are marketed gender-specifically. A 15-year old YouTuber has won the hearts of many Gen Z Tumblr and Twitter users with his video ‘Little Game’, which tackles the same issues.

RuPaul's Drag Race, a TV show about drag queens has become a hit in Brazil, shining a light on the country's LGBT community. With millions of gay consumers thirsty for a market that caters for them, why do Brazilian brands still ignore the opportunities offered by this demographic?

While we have always acknowledged that there are different expressions of being a man or a woman, there has always been one constant: biological sex. But a new kid has thrown an almighty spanner into this marketing mix - the gender-bender!