Gain insights about US consumers’ attitudes and perceptions about gender in this research study.

About the Study

In December 2020, Elliot Page, the Oscar-nominated star of “Juno” shared with fans that they are transgender and identify as nonbinary.

Page joined a growing number of celebrities who identify as nonbinary, including singer Sam Smith, and Olympic gold medalist, Caitlyn Jenner, who was 65 when she came out as a transgender woman.

Nonbinary, trans, and genderfluid identities challenge societal norms. To understand how Americans feel about gender identity and expression, Bigeye undertook a national study involving over 2,000 US consumers aged 18 and over.

For marketers, this is a unique opportunity to learn which consumers are most likely to support gender-neutral toys and education, and how identity and generation influence the purchase of gendered products

US Adults’ Attitudes