While a few major fashion brands are getting inclusivity and diversity of gender identities right, Gen Z consumers surveyed by Unidays believe there is much room for improvement. Nearly all (87%) Gen Z believe strongly there should be better gender equality and inclusion within fashion, with 61% saying the mainstream fashion industry overlooks minority groups, including non-binary and trans people.
The survey shows that brands can be doing more in their marketing and advertising campaigns to better portray such representation. Over half of U.K. Gen Z (56%) said brands that get it wrong appear “tokenistic,” with nearly half (45%) saying brands should market gender neutral clothing more explicitly.
