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Traditional views of gender are moving faster in culture than in advertising. Acknowledging stereotypes is not enough – our industry must lead the change

The conversation around gender and gender stereotypes has been increasingly present in mass media – from small acts of self-expression like Jaden Smith’s skirt, to bigger statements from companies like Facebook letting users choose from more than 50 gender options.

It’s not just a phase: nearly two-thirds of 14- to 34-year-olds in the western world say they are pushing the boundaries of what it means to be feminine and masculine and 50% of them believe gender exists on a spectrum. This point was recently given scientific substantiation: “There are multiple ways to be male and female ... and most of these ways are completely overlapping.”

Related: Eight ads that shatter tired gender stereotypes

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