The traditional model of society has profoundly changed. There have been historical events that have imposed radical changes: divorce, feminism, modern families, metrosexuals, gaypride, LGBT which, overall, represent the affirmation of diversity as a principle of value. For some time there has been a new social phenomenon that has been pulsing and which presents itself as an event capable of creating further evolutions. Gender fluids – people who feel neither man nor woman – have an interesting sociological profile to observe. All the events mentioned changed the elements present with new behaviors and attitudes.
I Gender Fluid introduce a disruption, the third kind, which can be anything the other two are not in an exclusive (non-binary) way, mixing all other possible combinations. The extremely relevant question, however, is not the combinations or the manifestations, but the affirmation of a new genre in the dominant species. Therefore, it would seem that the question is deeply related to identity and not to customs, it is simultaneously of substance and form and finally it is intrinsically sociological.
A dutiful and important reference is the character of Greek mythology - the Hermaphrodite – which in fact can be associated with Gender Fluid and to which many similarities can be found: therefore it can be stated that from an artistic and historical point of view the subject has been well represented and depicted but, in the new contemporary guise, the Gender Fluids take on a different and renewed relevance. Also, to do a time jump, it would be very compelling to be able to get the point of view of Bauman on these issues and, understand his commentary and framing in his speeches on postmodernity and the metaphors of a solid and liquid society.
The scenarios and developments are wide-ranging and are probably destined to further change basic social structures such as the family, school and work. The even more relevant evidence is that this new genus has sprouted and is growing from the young and the youngest: I actually noticed a strong acceptance among young people. We otherwise young people might be more embarrassed to understand true nature, but we would be wrong if we refused to understand.
The signal is strong and the nature of Gender Fluid could become an evident component of our future society and, after all, represents in its essence the maximum freedom and diversity to which an individual can aspire. For example, advertising that is based on real consumption and represents the mirror of its time has not yet used and depicted Gender Fluids. On the other hand, art, music and fashion were the first social sectors to express and describe the people represented by the Gender Fluids.
To all marketers listening: don't underestimate the power of this new 'target', as it may generate abundant appeal and be very difficult to achieve. “The idea of «identity» was born out of the crisis of belonging and the effort it triggered to bridge the gap between «what should be» and «what is», and elevate reality to the parameters set by the idea , to remake reality in the likeness of the idea.” Zygmunt Bauman
All the Best!
