Signals for tomorrow: The future of gender and sexuality

As PRIDE celebrations across the U.S. commemorated half century anniversaries in June, we're witnessing incredible changes in the demographics of and attitudes toward the LGBTQ+ community. Today, we take a look at positive signals of change. One-third of Gen Z identifies as queer

More people today identify as LGBTQ+ than ever. A PRRI report found that 28 percent of Gen Z Americans 18 to 25 identify as LGBTQ+, yet for those over 65, that number is just 4 percent. In a 2015 article in the New Republic, What Will Gay Culture Look Like in 2035? Alexander Chee wrote, “ In 20 years, my hope, at least, is that we don't assume our kids are heterosexual from the moment they're born." Almost halfway to 2035, we are seeing signals for this possible future. Majority of parents would not be upset if child was LGBTQ

In 1985, 89 percent of American adults said they would be upset if their children told them they were gay or lesbian. Today, that number has dropped significantly, with 57 percent of parents saying they would not be upset, according to Pew Research. For those who do not have the support of their family, groups such as Stand In Pride, with 150k members across 70 countries, are ready to "stand in" for unsupportive family members at important life events such as graduations and weddings.

Gen Z's concept of gender is different than past generations

41 percent of Gen Z identify as neutral on a spectrum of masculinity and femininity, according to the Vice 2030 Report. And as Gen Alpha grows up, they will do so in a society less tied to traditional gender norms. In fact, California recently passed a law requiring large toy retailers to include a gender-neutral section in their stores. What does it mean?

Of course not all signals regarding the LGBTQ+ community are positive. More than 500 state level bills are currently targeting LGBTQ+ right and previously supporting brands such as Bud Light and Nike have been silent about Pride to date this year, likely due to conservative-led backlash.

But the signals we are seeing show a philosophical shift in how we think about gender and sexuality. This type of shift extends beyond rainbow-laden marketing. For organizations to align to this progression and remain relevant, it will take a full scale rethinking of underlying assumptions about their target customers, products, and services. Fashion and beauty brands such as REI are early leaders in envisioning new approaches.