How can brands bridge the growing gender divide?
REPORT
27 Mar 2024
How can brands bridge the growing gender divide?

In a post #metoo era, young women are creating and watching more feminist content on social media. Meanwhile, increasing numbers of young men are consuming and voicing anti-feminist views. How can tech companies, brands, and advertisers help to bridge the growing divide?

Alice Cappelle

Alice Cappelle is the author of the 2023 book Collapse Feminism: The Online Battle for Feminism’s Future, which analyses how conservative and anti-feminist ideas are filtered through social media. She is also a popular YouTuber, creating videos that place generational and gender-based trends into broader theoretical and historical frameworks.

Angelica Ferrara

Angelica Ferrara is a developmental and social psychologist at Stanford University and the London School of Economics and Political Science. Her research is concerned with how ideas about gender shape social life both individually and at scale, with a specific focus on how masculine roles affect boys' and men’s human development.

Amelia Abraham

Over eight combined years as an editor at VICE, Refinery29 and Dazed, Amelia Abraham commissioned stories, managed teams, shaped branded campaigns and grew audiences. Abraham now works mainly as a freelance copywriter and brand consultant. Recent clients include Nike, Hinge, Royal Mail, Dr Martens, Lyst, and Matches Fashion. Having published two books on queer culture, Queer Intentions (Picador, 2019) and We Can Do Better Than This (Vintage, 2021), Abraham has talked about LGBTQ+ culture everywhere from Sky News to BBC Radio 4 to the Southbank Centre, and regularly delivers LGBTQ+ diversity and inclusion talks for brands.