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 People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world.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

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.

Queer group QI.X has employed useful strategies to secure a loyal fanbase despite facing some challenges throughout its rise in the K-pop world. The group exhibits how Korea’s conservative society does not necessarily have to hold back non-traditional bands – as long as they go global.

American singer and songwriter Chappell Roan has become one of 2024’s biggest breakout artists following her recent hit “Good Luck, Babe,” which has captured the spotlight. Her playful approach to identity and authentic lyrics have made her particularly popular among Gen Zers.

Hailed as a wacky mash-up ofAmerican PieandFight Club, the filmBottomshas become an unexpected critical and commercial success. Sexually provocative and celebrating female ferocity, the dark teen comedy speaks to younger audiences’ hunger for original and idiosyncratic queer content.

I Kissed a Girlis the UK's first ever all-female and gay dating show, set to air on the BBC in Summer 2023. While the portrayal of lesbian and queer women in reality TV has been lacking, brands and content platforms now have the opportunity to centre more authentic and diverse narratives.