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THE FUTURE NEU-PARENTING

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CONSUMER LANDSCAPE

CONSUMER LANDSCAPE

The shift in the way society views gender and sexuality will be most seen in the way generations such as Millennials change the way they parent. It is a focus on allowing children to find their own way on the spectrum of gender. Target announced in August 2015 that it would remove gender-based signage from its store. As a result, the kids Bedding area no longer features suggestions for boys or girls, just kids (Walker, D., Buchanan, V., Stott, R., 2015).

“Rather than conceiving of gender as a binary that can be cautiously crossed, the gender parenting paradigm would enjoin us to introduce our children to a wide variety of different gender identities and expressions.” – LGBT activist, Paige Schilt.

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As a result of this, the children of Millennials - Generation Alpha, are found to be better at critical thinking. They are immediately able to question something more than Generation Z and are more accepting of individuality; this observation was drawn from a study by Beano Studios where 650 hours of interviews with young trend-spotters was conducted and found that 58% of 5-9 year olds think that gender doesn’t matter (Friend, H., 2019).

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