Joceline Yong is a Senior Behavioural Analyst at Canvas8 based in Singapore. She holds a BA in Psychology from Yale-NUS College and is currently pursuing a Master's in Applied Social Science Research. She has strong experience in applying behavioural science across tech, healthcare, and the public sector, and enjoys bringing structure to chaos. Outside of work, she can be found social dancing, wandering through flower gardens, and escaping into fictional worlds.

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 People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world.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?

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In Chengdu, all-women electrician classes are oversubscribed as Chinese women seek to enter the male-dominated electrical trade and learn practical skills for independent living. Women are redefining their role in the workforce, reflecting desires to dissolve outdated gender stereotypes.