In a polarised society, the meaning of gender is in flux. People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world. How can brands navigate the changing gender landscape without leaning on stereotypes?

As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

Korean women have launched an online campaign encouraging women with short hair to share their photos in solidarity with a woman who was assaulted for doing the same. Fed up with the pervasive sexism and gender violence in South Korean society, women are rising up to challenge patriarchal ideals.

In honour of China’s International Women’s Festival, L’Oréal Paris premiered a short film spotlighting the issue of sexual harassment. Utilising its platforms and resources, the collaboration underscores the significant role businesses have in addressing societal issues and driving effective change.

The ‘female gaze’ is establishing itself in the mainstream consciousness, as evidenced by TikTok trends parodying stories told from outdated and sexist perspectives. But what exactly defines this concept, and how is it challenging established media narratives around female and nonbinary characters?

Government censorship, sexual harassment, and anti-feminist sentiments have driven Chinese women away from their favourite social networking apps, which has translated to an ever-growing ‘she-economy’ in which they are making purchases – and even creating new brands – that empower them further.