In today’s retail industry, the simple act of shopping online or in-store will place you in one of two categories to shape your experience: male or female. This applies to changing rooms in stores, the products that you buy, and the section of a shop that you seek out. For non-binary individuals, this process can cause discomfort and alienation.

In this paper, we look at the most pressing obstacles to realizing a gender-fluid retail future, along with some examples of what businesses are currently doing right. While it’s clear that retail is moving in the right direction, and many big name brands have undertaken initiatives that are helping to increase non-binary representation, there is much work left to be done.

The barriers to an inclusive industry

What are the key issues facing non-binary people as they interact with brands in-store and online?

Overcoming non-binary exclusion

Spaces and products

The design of products, websites and even the layout of stores is often segmented by gender, failing to accomodate non-binary individuals.

Overcoming non-binary exclusion

Poor communication

Staff sometimes lack the training needed in order to help non-binary people throughout the shopping experience.

Overcoming non-binary exclusion

Brand imagery

Non-binary is not often represented through brand imagery, and inconsistencies exist between apparently inclusive online experiences and unwelcoming in-store experiences.

Overcoming non-binary exclusion

Spaces and products

The design of products, websites and even the layout of stores is often segmented by gender, failing to accomodate non-binary individuals.

Overcoming non-binary exclusion

Brand imagery

Non-binary is not often represented through brand imagery, and inconsistencies exist between apparently inclusive online experiences and unwelcoming in-store experiences.

Overcoming non-binary exclusion

Poor communication

Staff sometimes lack the training needed in order to help non-binary people throughout the shopping experience.

Creating a non-binary retail experience

We look at the four key factors that will determine how your non-binary retail takes shape:

Purpose

You know that you need to develop a deeper understanding of your customers, but what changes will your organization make to achieve this?

Product

What will non-gendered products look like? What are the considerations when trying to appeal to a gender-fluid consumer base?

People

People will be at the heart of the solution, so ask yourself, how will you create non-gendered experiences in-store and online?

Positioning

What steps are you taking to build an inclusive brand and cater to the needs of your customers?

Creating a non-binary retail experience

We look at the four key factors that will determine how your non-binary retail takes shape:

Purpose

You know that you need to develop a deeper understanding of your customers, but what changes will your organization make to achieve this?

Product

What will non-gendered products look like? What are the considerations when trying to appeal to a gender-fluid consumer base?

People

People will be at the heart of the solution, so ask yourself, how will you create non-gendered experiences in-store and online?

Positioning

What steps are you taking to build an inclusive brand and cater to the needs of your customers?

What you’ll see

How can retailers improve in order to accommodate non-binary people? Discover what leading brands are doing in this space, and learn how to make the most of the opportunities that come with a new, less gendered industry.

Download the full whitepaper

Learn more about the challenges facing the retail industry as it aims to overcome non-binary exclusion. Download our latest whitepaper.

Overcoming non-binary exclusion

    Full name*
    Email address*
    Organization*

    What are the solutions for a non-binary retail future? Check out part two of our guide and discover the changes retailers can make to both online and physical stores to provide a more inclusive shopping experience.

    Discover part 2 now

    Meet our experts

    Overcoming non-binary exclusion
    Akbar Mohammed

    Lead data scientist, Insurance

    Overcoming non-binary exclusion
    Francesca Passoni

    Principal consultant, Fractal Experience

    Overcoming non-binary exclusion
    Philip Melson

    Client partner, CPG

    Overcoming non-binary exclusion
    Sagar Shah

    Client partner, CPG

    Overcoming non-binary exclusion
    Shagun Parab

    Associate, Strategic Center

    Overcoming non-binary exclusion
    Shivani Gupta

    Senior project manager, Strategic Center

    Overcoming non-binary exclusion
    Tanay Kumar

    Senior consultant, CPG