“Genderation,” Identity, and Authenticity in the LGBTQ Marketplace

This study explores how LGBTQ identities and expressions evolve across generations, emphasizing the impact of sociocultural dynamics. It introduces the concept of “Genderation” to capture the fluidity and plurality of LGBTQ identities among younger cohorts, challenging traditional binary frameworks. The paper delves into the complexities marketers face in authentically representing this demographic, urging for inclusive and sensitive communication strategies. It highlights the pivotal role of digital platforms in identity formation and advocates for marketing practices that recognize and celebrate the diversity within the LGBTQ community. The research calls for a broader, global understanding of these generational shifts and a deeper investigation into the intersections of gender and sexuality, offering insightful directions for future inquiry and practice.