The World Is Increasingly Nonbinary. Your Marketing Should Be, Too

The World Is Increasingly Nonbinary. Your Marketing Should Be, Too

Our society has come a long way over the past century. While topics such as equality and civil rights may have been hotly debated in the past, today, most people accept these concepts as fundamental human rights. Furthermore, we’ve begun to increasingly accept and embrace what once challenged our norms, notably in the field of sexuality.

While it may not have been celebrated decades ago, today, the world is more non-binary and gender diverse. We’re seeing a greater acceptance of people who identify as transgender, genderqueer, or any other non-conforming gender identity.

And while this marks impressive progress on the social front, one area that has yet to keep up with these changes is non-binary marketing.

Table of Contents

  1. The History: Binary & Non-Binary Marketing
    1. Why Your Marketing Should Be Non-Binary
    2. How To Create Non-Binary Marketing
    3. Conclusion

The History: Binary & Non-Binary Marketing

Historically, marketing has been geared towards a heterosexual, cisgender audience. This is seen in everything from how products are advertised to the types of people used to sell them. While this worked fine in the past, it’s no longer an accurate representation of the world.

To stay relevant, marketers need to catch up with the times and start creating content that includes all people, regardless of their gender identity.

Why Your Marketing Should Be Non-Binary

5 reasons why you need a non-binary marketing strategy

Marketing is a powerful tool that has a lot of potential in terms of the value it can yield. However, it’s only as good as its application, and if you’re not using it in the right way, you’re not reaping its full benefits.

One of the main ways you can do this is by making your marketing more non-binary. This means creating content that isn’t specifically geared towards one gender or another but is instead inclusive of all people regardless of their identity. 

There are a few reasons why this is important:

1. It Sends The Right Message

Marketing is a powerful tool that can sell just about anything. But to be effective, it needs to connect with its audience on a personal level. By creating non-binary marketing campaigns, you can show that your brand is inclusive and welcoming to all people. This will make your existing customers feel seen and valued, but it will also attract new customers who appreciate your brand’s message.

2. It’s More Accurate

The world is becoming increasingly non-binary, and as such, the way we market to people needs to change. If you want your marketing to be effective, it must be accurate. And to be accurate, it needs to reflect the reality of the world we live in.

3. It Opens Doors

Non-binary marketing can help you align with a largely untapped market. As mentioned before, most marketing is geared towards cisgender heterosexuals. This leaves a massive opportunity for brands willing to be inclusive of all gender identities.

4. It’s Proven To Work

is non-binary marketing proven to work

Some may argue that this isn’t necessary, but the truth is that non-binary marketing is more inclusive and effective. Studies have shown that people are more likely to respond positively to advertising that features people like them. This means that by making your marketing more non-binary, you’re not only doing the right thing, but you’re also increasing your chances of success.

5. It’s The Future

As the world changes, so do the way we need to market to people. Non-binary marketing is the future of advertising, and those who don’t catch on will be left behind. If you want your brand to stay relevant, you need to start switching to a more inclusive marketing strategy.

How To Create Non-Binary Marketing

non-binary marketing campaigns

Now that we’ve gone over some of why non-binary marketing is important let’s talk about how you can actually create it.

Use Gender-Neutral Pronouns

One of the easiest ways to make your marketing more non-binary is to simply start using gender-neutral pronouns. Instead of saying “he” or “she,” try using “they” instead. This small change can go a long way in making your content more inclusive.

Avoid Gendered Language

Another easy way to make your marketing more non-binary is to avoid gendered language altogether. For example, instead of saying “ladies” or “gentlemen,” you can say “folks” or “people .”This may seem like a small change, but it can make a big difference in how your content is received.

Include A Diverse Range Of People

When creating marketing campaigns, including a diverse range of people. This means featuring people of all genders, races, and sexual orientations. By doing this, you’ll send the message that your brand is inclusive of everyone.

Avoid Stereotypes

When creating marketing campaigns, it’s important to avoid stereotypes. This means steering clear of gender roles and clichés. For example, don’t use pink for feminine products and blue for masculine products. And avoid using phrases like “real men” or “tough ladies .”These stereotypes only serve to hurt and alienate people.

Be Sensitive To Your audience

When creating marketing campaigns, it’s essential to be sensitive to your audience. This means understanding that different people have different experiences and perspectives. What might be offensive to one person might not be offensive to another. So it’s essential to be aware of the potential pitfalls before you publish anything.

Get Feedback From Others

When creating marketing campaigns, it’s essential to get feedback from others. This means talking to people of all genders, races, and sexual orientations. By getting input from a diverse group of people, you’ll be able to create content that is sensitive and inclusive of everyone.


The world is changing in favor of one that is more inclusive, accepting, and understanding of people of all genders, sexual orientations, and races. Brands need to change with the times and create non-binary marketing campaigns to stay relevant. Non-binary marketing is more effective than traditional marketing, and it’s the future of advertising.

TheExpertCafé Team

A distinctive community of marketers based out of the US that conducts market research surveys on niche segments of digital marketing to influence the future of marketing. We welcome marketers like you to join TheExpertCafé and use your industry experience to help decision-makers chart the course for new marketing products and platforms.

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