In a scenario where the consumption of cosmetics is still heavily based on marketing, some women have decided to take a more natural approach to beauty, replacing an entire shelf of cosmetics with products made at home. A currency exchange occurs in such lowsumer behavior, where you pay for quality and not for the brand. Possibilities include products not tested on animals, vegan recipes, or completely natural formulas.
Sexist campaigns have been a constant target of criticism, tarnishing the image of some traditional brands. Gender equality is increasingly an issue that affects consumer choices: it is time for brands to help liberate women without creating new stereotypes of the model woman. More than using empowerment as an advertising strategy, brands need to embrace gender equality in a real, tangible, and honest way.
Social codes that are represented by clothes are being challenged with the emergence of non-binary gender in fashion. Even though there is a huge gap between the fantasy of the catwalk and the reality of clothing retail, for both luxury and popular stores, retailers do endeavor to follow this trend. While the industry is still finding its way, underground brands and new designers are leading the evolution.
The abuses suffered by porn actors and an increasingly conscious audience drive the post-porn movement, which mixes art and politics. Sexually explicit videos and performances are aimed not at masturbation, but at criticizing the restrictions on sexuality and the pornographic industry.
In contemporary technoculture, technologies that incorporate these dualistic values and use derogatory stereotypes are becoming obsolete, being replaced by experiments that virtualize human identity and increase the multiplicity of representations. The biotechnological development sees gender as a limiting constraint to our human potential.
The growth of conservatism has frightened many who once believed that the world had advanced in terms of human and civil rights. But the Tombamento Generation is taking the spotlight: a new wave of singers whose work is united by the representative force of society’s key issues — race, gender, and sexuality. This group of artists and their audience together strive to break down the standards of common sense.
Inclusion and diversity are no longer a desire of some, but a necessity for all. The growth of policies that foster female inclusion, training, and empowerment, alongside the explosion in female entrepreneurship, has weakened this invisible barrier and promises to shatter it for once and for all
Today there a lot of talk about gender identity, but there also are identities linked to social and economic classes, race, consumption, nationality, sexuality, and many others. There is no such thing as a single identity, but instead a puzzle that ends up creating what we cal the “SELF”: different identities that end up segmenting and framing us. To emancipate human beings it is necessary to reevaluate everything we do not consider a determining factor for the construction of identity.
The vulnerability suggested by “artistic nude” that represents women from the male perspective is opposed to the power of “nudes,” which defies the norm and reinforces women’s control over their own image and sexuality. Selfies created and shared online are valuable. Now more than ever there is the opportunity to build the visual culture of tomorrow from a new perspective — the female perspective.
For some time now, an inversion of the masculine and feminine codes is happening in fashion, breaking predefined norms and dated notions of genre. It is a freedom from stereotypes, some kind of illusory game some interpret as unissex. New shapes of business start to pop up everywhere in the world, providing options for the share of customers in lack of brands that follow their ideas about gender.
When gender identity enters the popular discussion subject, and markets that move trillions start paying attention to this matters, it is natural that the discussion clearly influences how companies will communicate and position their products from now on. Dictating how each gender must relate to consumption will be an act increasingly hated by the public, that now understands this division as a sign of belatedness.
The notions of femininity and masculinity are being questioned and deconstructed in all areas, fashion included. It is a fertile ground for making a more diverse fashion culture. Up to now, most gender related fashion experiments happened to women’s clothing, but today gender blur invades the catwalk and shows that men’s fashion is going through a rich creative moment.
What happens when demographic fronteers are not enough to classify consumer profiles anymore? How to predict the behaviour of a generation increasingly fluid? For a research method to be efficient, it needs see beyond the hierarchy of “normal”. The norm is dead, and with that, it does not make sense anymore to classify consumers by gender, age or social class.
A lot is said about a “new feminism”, but it is not the first time this movement goes through a media boom. This time their big ally is the internet. Online environment, democracy and plurality friendly, makes the message against sexism echo from the vanguard to the mainstream, further and stronger.
Seriousness and expertise are not adult businesses. Energy and spontaneity are not teenager things. Get used to it: age stereotypes do not represent the contemporary world anymore. In media, music and fashion, teens are being depicted as personality icons rather than symbols of inexperience.
Complex and paradoxal customers are making companies rethink the way they segment market. This classification is not limited only by social class, “economic power”, age-range or gender. To “Unclass” is to take a deep look inside people in order to understand their real motivations; only this way it will be possible to group them: by affinity.
We live in a sex-normativity scenario incapable of challenging cliche phrases, like “sex is health.” Asexuality is the condition of those who do not get sexually attracted in general. However, the lack of interest in sexual intercourse does not prevent the asexual from developing emotional or romantic ties with other people.
Mass culture that reveals gender spectra is the closest contact that many have with their ideal universes. Pop, with all its ambiguities, is exempt from the obligation of holding an active social role. But, intentionally or not, it ends up causing transformations. When a situation is portrayed in a play or movie, we visit psychological places without the need of reality. The same happens with gender.
With the social rise of trans people in the media, there has been a change in how this population is usually presented to the great public. In a society where 90% of trans women and transvestites are conditioned to prostitution, it is paramount for trans people to master their own narratives, playing themselves in series, soap operas and movies.
For many girls today, to consume less is a way of self-expression in the world. It means getting your hands dirty and developing a more purposeful and meaningful life. Unlike the life experience of their parents, to own is no longer synoym of success and security. Internet is a key player in this game, providing information and the exchange of experiences and knowledge between girls.
As a phenomenon that is under ongoing production and reproduction, gender will always be relative, cultural and performative. In binary gender we are one of two. In plural gender, we are one of many. But if the exponential plurality and the spiral of being provide us with endless transformation, to transcend is to let ourselves float from BE to BEING.
In a world with less money and more time and access to knowledge, values could not remain the same. Instead of handbags with huge label prints, suggesting its humongous prices, we are now looking for companies that print things we really care about. Consumption as a statement reveals consumers are very aware that everything bought carries a political load.