Beyond the Binary

Mattel, P&G, and other major brands take a much more inclusive approach to gender

By Matthew Schwartz

In gender-related marketing, ads no longer adhere to pink-and-blue protocols. An increasing number of companies realize that moving beyond the binary is not only good business, it cultivates brand affinity among communities that might not otherwise pay attention to their products and services. Here’s how P&G, Mastercard, and Mattel, among others, are evolving their marketing to avoid gender stereotypes and be more inclusive of trans and nonbinary people.