Breaking the Rules

Cassandra’s latest report examining Gen Z & Gender is now available

The phrase “gender gap” is by no means new, but for Gen Zs it takes on a lot of new, and nuanced, meanings. On one hand, gender is less important to Gen Zs than it has been for any prior generation - they are less likely to feel “defined” by it, less likely to view it as a binary construct and more likely to say that gender lines are blurred. On the other hand, gender can also mean everything today. Hyper-gendered forms of self-expression are emerging and much has been made about the achievement gap between men and women, which often is framed as a zero sum game. Today’s latest report from Cassandra, available exclusively to our Cassandra membership clients — explores what gender means for Gen Zs, how it has changed in the past decade, and the implications of these dynamics for business and culture at large. Below, we highlight a few examples of what we are seeing in the marketplace that touch on this conversation around gender.


A part of Beyond Equality, the Good Lad initiative started at Universities to spark interactive conversations with young men to give them the opportunity to think about who they would like to be and to discover how they could help to create safer and equitable communities.Eight years later, the organization is engaging in these conversations with organizations and communities across the UK and beyond


The prevalence of terms encountered on social media every day can lead to confusion. That's why GLAAD, the non-profit organization focused on LGBTQ advocacy and cultural change, decided to create a reference guide that establishes a standard for communication by consolidating the appropriate vocabulary used in discussions about gender, expression, and identity.


Gaining prominence on the Internet and inspired by 'cottage core' aesthetics, this movement initially attracted predominantly women who shared content celebrating a 'simpler' lifestyle, often wearing 1950’s outfits in reminiscence of a calmer era. Centered around domestic tasks, cooking, tidying, and other activities deemed 'traditionally female,' the movement earned its name: Traditional Wives. However, what began as a space for appreciating traditional gender roles has evolved into a topic of polarizing debate concerning women's liberation, choice, and societal expectations.

If you would like additional information about how to access this report or other Cassandra insights that are only available for our subscribers, please reach out to us at info@cassandra.co!