On the occasion of the release of the study on the perception of gender in France, Éric Garcia, Director of the Luxury & Beauty division at the CSA Institute, was interviewed to discuss the current state of gender in France in 2021.
The notion of gender has become more fluid and nuanced in recent years, encompassing identities such as gender fluid, transgender, and cisgender. The study reveals that 51% of French people do not subscribe to the idea that individuals can only be “either a man or a woman and nothing in between.” This sentiment is even more pronounced among the younger age group (15-24) at 57%, and among women at 58%. Additionally, there is a shift towards a less gendered approach to raising children, with only half of French people considering it important to adhere to traditional gender roles.
The study also highlights that while gender remains significant in intimate relationships, its relevance diminishes in other areas. In the realm of love, 82% of respondents still view gender as important, compared to only 41% in a professional context. The familiarity with non-binary individuals is also limited, with only 24% of French people knowing someone who identifies as non-binary, and only 9% having a non-binary person in their close circle. Interestingly, individuals from Generation Z and Millennials, aged 15-40, are more likely to know a non-binary person, whereas the proportion decreases to less than 15% among seniors aged 60 and above. Furthermore, only 2% of French people identify as non-binary, with the highest proportion found among Gen Z respondents aged 15-24 at 5%.
In their private lives, French respondents still grapple with deeply ingrained stereotypes. Women face expectations related to beauty, desirability, and discretion, while men confront traditional standards of ambition, masculinity, emotional suppression, and sexual performance.
Despite the prevalence of “non-binarism” in the media, it remains largely invisible to the French population, specifically in terms of representation. The study reveals that stereotypical imagery prevails, such as young and sexy images for women (88% and 84%, respectively), and muscular men (68%) outweighing images of men engaged in childcare (44%) or household chores (35%). Interestingly, perceptions vary depending on the media consumed, with television and cinema seen as having made the most progress in portraying women positively, while the internet, which caters more towards younger individuals, is criticized for not doing enough.
The concept of genderless products presents opportunities for brands across various sectors. The French find the idea interesting in areas like phones, cars, toys, watches, sportswear, cosmetics, fashion, shoes, and perfumes. Teenagers and women, in particular, demonstrate openness to genderless offerings. However, luxury and fashion brands are unexpectedly seen as less likely to embrace genderless options. Only around 45-50% of respondents expect gender-neutral products from luxury and prestige beauty brands, trailing behind toy, sports, tech, and automotive brands. Nevertheless, luxury customers, including those of Louis Vuitton, Gucci, and Paco Rabanne, express a stronger desire for gender-fluid products, with three-quarters expecting these brands to deliver. The younger generations, particularly those under 35, exhibit even higher expectations from luxury brands regarding genderless offerings.
In a society where attitudes towards gender are evolving, luxury, fashion, and beauty brands find themselves at the forefront of a more gender-fluid movement. Their clientele expects them to be pioneers in redefining norms and exploring new social and societal values. These brands have already paved the way, and now it is time to meet the demands of an increasingly engaged consumer. Tomorrow’s gender will be different, and luxury and beauty will play a central role in shaping it.
Useful links:
1. The Guardian – Gender Identity and Transgender Equality in France
2. Stylist – Study on Gender Perception in France
