By the way…


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In the June edition of BTW, we talk gender fluidity, Queen Bee honey design and foodie footwear.

Model Ruby Rose recently said in an interview “I called myself a girl, but only because my options were limited. I always assumed that everyone felt that way”.


Rose identifies as ‘gender fluid’, and is one of many famous figures like Miley Cyrus and Jaden Smith who are challenging the ‘male or female’ gender binary, as well as the conventional notions of how men and women should behave.

These figures are inspiring the next generation of consumers. At our recent Spark Session on Gen Z & Millennials, a drive towards genderlessness, and a subversion of gender codes was an emergent theme.

So why then does marketing feel so caught up in binary stereotypes?

Some of the most compelling campaigns in recent memory have been those which challenge gender pre-conceptions – like Axe’s Find Your Magic or This Girl Can by Sport England.

But these remain the exception rather than the rule. What might letting go of the gender binary do for your brand?



Snapchat’s popularity has increased thanks to a new positioning… but what’s next for the popular message app?



We attended the Good Experience Live (GEL) conference in NYC and came away inspired by this year’s theme of ‘Journey’.



From foodie footwear to Slimer-inspired juice, we explore two trends around Millennials and their resurging taste for the sweet stuff.