Gender Fluidity in the Digital Age: The impact of social media influencers on Generation Z

Abstract

Gender fluidity alludes to someone whose gender identification shifts over time. The term “gender-fluid” is growing rapidly as society has become more inclusive and people believe that a person's gender identity can be anything other than the preconceived gender stereotypes of male and female. It has expanded people's perception of how men and women may dress as well as given them a better understanding of the whole constellation of genders. Generation Z, born after 1995, tend to be digital natives, fast decision-makers, and socially connected. They are adaptive, have discrete and facile ways of communication. Due to increased knowledge in self-awareness and acceptance, this cohort group has used social media as a platform to communicate their journey. Social media influencers are people who wield their influence by creating content on digital platforms about their area of expertise. Influencers have had a significant influence on altering consumer tastes and behavior when it comes to beauty and fashion conventions. Influencer marketing is especially essential for reaching Gen Zers, as they are highly influenced by social media and influencers compared to other generations. The impact of influencers in gender fluidity in the fashion and beauty industries was examined using mixed methods to evaluate Gen-Z perceptions and behaviors via social media. Throughout the study, interviews were conducted to assess acceptability, practice, and changes in consumer perception. Second, according to a consumer poll, customer engagement is minimal when it comes to creating content or attempting to appear as an influencer on a personal level.