The world is changing, and with it, our understanding of gender.

International Women's Day serves as a potent reminder of the progress made, yet the journey toward true equality is far from over.

As a professional navigating this evolving landscape, I find myself increasingly reflecting on the role brands play in shaping perceptions and driving meaningful change. We're not just selling products or services anymore; we're selling values. And in today's world, those values must include a commitment to gender equality.

Decoding gender: How social media is rewiring our understanding of masculinity and femininity

The rise of social media has further complicated the matter. While it can be a powerful tool for raising awareness and fostering dialogue, it also acts as a breeding ground for misinformation and harmful stereotypes.

Traditional gender roles are being challenged, redefined, and sometimes, unfortunately, reinforced through online narratives. The constant stream of content, often curated by algorithms, can create echo chambers where individuals are primarily exposed to views that align with their existing beliefs. This can lead to a distorted understanding of gender and its complexities- especially amongst young adults.

Beyond the binary: Navigating gender identity in the digital age

The digital age has opened up new avenues for exploring and expressing gender identity. Social media platforms can provide a safe space for individuals to connect with others who share similar experiences, access information, and find support. However, this increased visibility also comes with its own set of challenges.

The online world can be a hostile environment for those who identify as transgender or non-binary. Cyberbullying, harassment, and discrimination are rampant, and the anonymity afforded by the internet can embolden perpetrators.

The echo chamber effect: How social media reinforces harmful gender narratives

How do we break free from the echo chambers that reinforce harmful gender narratives? Social media algorithms are designed to show us content that we're likely to engage with, which can lead to us being trapped in a cycle of confirmation bias. We're less likely to be exposed to diverse perspectives, and our existing beliefs are reinforced, even if they're based on misinformation or harmful stereotypes.

VML’s Voice of the Consumer research conducted last year amongst Gen Z highlighted the significant exposure of anti-feminist and anti-trans narratives to Gen Z. Posts like Elon Musk's comments on the "doomed future of family due to feminism" can trigger antifeminist sentiment and shape the values of future generations.

The attention economy and gender: How clicks and views are shaping our perceptions

In the attention economy, clicks and views reign supreme. Controversial posts, even those that promote misogyny or transphobia, often generate more engagement, leading to their amplification by algorithms.

Our Gen Z groups claimed that "large voices and very strong opinions" are misrepresenting entire groups of people. The more controversial the post, the more clicks it gets, leading people to believe that extreme views represent the norm.

What does toxic masculinity mean for our audiences?

Toxic masculinity, a term we often hear, refers to a set of harmful societal expectations placed on men, often emphasizing aggression, emotional suppression, and dominance. This can have devastating consequences for both men and women, contributing to violence, mental health issues, and gender inequality.

Participants of the VML’s Voice of the Consumer claimed that they were generally aware of the concept of toxic masculinity and its harmful effects.

The need for education: Who should be driving It?

Education is key to dismantling harmful gender stereotypes and promoting understanding and acceptance. In fact, education about gender should begin at a young age, both at home and in schools.

Again, our Gen Z participants indicated that governments, parents, schools, intellectuals, and the workplace should be driving education about gender, rather than just influencers with large followings. Brands can play a role in supporting these efforts by providing resources, sponsoring educational programs, and partnering with organizations that are working to promote gender equality.

Male mental health: One of the main consequences?

The pressure to conform to traditional gender roles can have a significant impact on male mental health. We all have experienced in our lives  how the expectation to be strong, stoic, and emotionally unavailable can lead to men suppressing their feelings, avoiding seeking help, and experiencing higher rates of suicide.

VML’s Voice of the Consumer highlights the enormous pressure some Gen Z males are under, with concerns about "men covering up their suffering," "pressure on men," and "men not showing emotion." Brands can play a role in destigmatizing mental health and promoting healthier models of masculinity that encourage men to express their emotions and seek support when they need it.

What does this mean for our audiences? The search for truth

In a world saturated with information, the search for truth can be challenging.

Social media can be an echo chamber of misinformation, reinforcing existing beliefs and potentially spreading harmful stereotypes.

Brands need to be proactive but authentic

• Take a Stand: Use your platform to promote positive change, but maintain authenticity.
• Promote Critical Thinking: Help individuals identify and challenge harmful stereotypes and misinformation.
• Promote Gender Equality: Brands must genuinely commit to gender equality, not just as a marketing ploy, but as a core value

The journey toward gender equality is a collective effort. Brands have a crucial role to play in shaping perceptions, promoting understanding, and driving meaningful change.

Let's work together to build a future where everyone has the opportunity to thrive, regardless of their gender.