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Brief Published: 14 Aug 2020

New Survey Shows Urgency for Transgender Allyship

More than half (52%) of transgender and nonbinary youth have seriously considered suicide

A new survey reports that transgender and nonbinary youth who have their pronouns respected by all or most people halves the rate of attempted suicide than who don’t (The Trevor Project, 2020). We look at the issues faced by the transgender and nonbinary community today and how brands can act as allies.

    More than three in four transgender and nonbinary youth reported symptoms of generalised anxiety disorder and more than half (52%) have seriously considered suicide. Sixty per cent of transgender and nonbinary youth have also reported engaging in self-harm in the past 12 months. 
  • Affirming Gender Identity: The survey, conducted among 40,000 US respondents aged 13 to 24, shows that incorrect use of pronouns is widespread. Only one in five transgender and nonbinary youth report having their pronouns respected by all or most of the people in their lives. Brands should be vigilant with pronoun usage with staff and consumers, and can signal support by including pronouns in their email signature and social media profiles. For more examples of LGBTQ+ allyship, see Brands Back Pride.
    Transgender and nonbinary youth with access to gender-affirming clothing, such as a binder, also showed lower rates of attempting suicide compared to those without access. For more on inclusive puberty products, see Decoding Childhood in Flux in The Future Consumer Life Cycle.
  • New Emojis Signal Shift: Consumer demands to support the transgender and nonbinary community is seen in our evolving digital language. The Unicode Consortium this year announced the release of transgender and nonbinary inclusive emojis: the transgender flag, a woman in a tuxedo, and a gender-neutral alternative to Santa Claus. In 2021, a range of same-sex inter-racial relationship emojis will follow. For more examples of brands promoting nonbinary inclusivity see The Brief.