Gen Z’s gender divergence is a cultural fault line

Gen Z is splitting down gender lines. Young women are moving toward progressive ideals, while young men are being pulled into more conservative, sometimes hyper-masculine spaces. Social media algorithms accelerate the divide, serving up entirely different worldviews and expectations.

Tarin Ayres, Managing Partner at Livity, argues this isn’t a cultural wrinkle to observe from the sidelines. Brands are already part of the story, whether they like it or not. Every campaign, media buy and partnership either helps bridge the gap or risks deepening it.

Whether a brand ‘does politics’ no longer matters: silence itself now carries risk. Consumers expect brands to be culturally responsible, and those that fail to act may see trust and relevance slip away. 

Read the full story in Livity Thinks