While gendered branding is the norm, younger consumers are voicing a desire for brands and brand experiences to include people of all gender identities. What are the implications for marketers of this growing interest in gender-inclusive branding? In this virtual session, Carlos Torelli, University of Illinois at Urbana-Champaign, will review the recent trends in the market toward brand “gender bending”, what the research tells us about the psychology of traditional gendered branding, and what the shift toward gender-inclusive branding might mean for marketers and brands.

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