The growing trans* pound in the advertising space
Emma Cusdin- Director, Global Butterflies
As of last year, there were an estimated 200,000–500,000 people identifying as trans* in the UK (Source: Government Equalities Office). However, this was judged on a very binary view, and although no robust data exists on how many people in the UK experience some kind of gender non-conformity, this is estimated at 1% of the UK population.
Bearing these growing numbers in mind, Emma spoke on how brands and agencies can navigate the complex area of trans* language, gender identity, expression, and how they can better represent their ever-changing audience on the varying gender spectrum in advertising.
When making buying decisions, the trans* and non-binary communities look at how brands both attract their customers, and retain them after purchase. Pre-purchase, offensive advertising which does not accurately demonstrate the reality of being a trans* person, through perhaps unrealistic characters or scenarios, will lead the community to turn their backs on the brand. Also no longer content with brand loyalty despite poor customer service, after purchase, if a brand does not demonstrate appropriate customer service when dealing with those from the trans* community, these customers will take their business elsewhere.
With the trans* pound continuously growing, this is something brands are now unable to ignore when looking at how to better represent gender in their advertising.
