Why Marketers Must Evolve Their Outlook On Gender — Or Lose Out

A recent Starbucks campaign in the U.K. made waves for linking something common at the coffee chain — customers getting their names written on cups —​ to a moment of greater personal significance: when transgender people change their names to better reflect their identities. Developed with ad agency Iris and with the support of trans youth organization Mermaids, Starbucks’ “What’s your name” spot plays on an organic social media trend where transitioning consumers document how they’ve tested out name changes through Starbucks orders. The creative effort might’ve read as radical just a few years ago. Today, it comes as part of a new gender paradigm that marketers need to take into consideration. Read more at Marketing Dive.