Ze

While not a marketing term in any sense, ze represents a new normal emerging across the world that marketers must be aware of. Ze is just one of a slew of gender neutral pronouns, including xe, hirs, xyr, or good ol’ their that gender noncomfortmists are opting for. The abandonment of the traditional gender binary isn’t the only demographic shift — in general, the rise of multiculturalism and the demand for diversity is rewriting the demographic paradigm. Marketers will benefit from watching these developments carefully and making sure their efforts are inclusive of the new normal.

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