UK Greetings explains how retailers can meet growing inclusivity and self-expression values
Whether it’s celebrating a birthday, welcoming a new baby into the world, or attending a wedding, giving greeting cards is a traditional sentiment – they have a special place in our hearts, being at the forefront of many wonderful occasions.
Now UK Greetings has been exploring the additional importance of inclusivity and ensuring all occasions are covered by gender-neutral designs so, with more people expressing their self-identity and finding comfort in themselves, they have the option to honour this with a card that suits them.
One reason for retailers to invest in stocking gender-neutral cards is gender-neutral parenting. This can start as early as pregnancy, with some couples not wanting to know the gender of their baby – so there is increased requirement to stock gender-neutral baby shower and pregnancy congratulation cards.
After this, gender-neutral parents won’t want to perpetuate gendered stereotypes on their child but rather allow them to explore their own likes and interests – avoiding discussing the child’s gender with them at all.
Therefore, gender-neutral cards are the perfect way to respect this parenting style. And UKG said: “Offering these cards in your store would mean that parents, friends, family, and other loved ones are able to celebrate a child’s birthday without needing to open a gender discussion.”
Data from the 2021 UK Census shows 262,000 people in the country identified as a different gender to the one they were assigned at birth, with 30,000 specifying non-binary and 118,000 not specifying. And UKG suggests companies, from a clothing manufacturer to a greeting card supplier like itself, should represent this portion of the population, with gender-neutral cards meaning representing all identities, making everyone feel welcome and seen, especially during life events such as birthdays, graduations and anniversaries.
As the world is evolving to encapsulate different identities and self-expressions, UKG believes it is important that businesses mirror this. Companies and businesses make social commentaries with the stock they pick, their actions, and company values as Small Business Trends research shows, 71% of consumers would rather buy from a company whose values mirror theirs so, if a retailer widens their range for inclusivity, they can be gaining loyalty.
Clothing brands such as Kirrin Finch and Olderbrother specialise in genderless fashion, and some big retailers like H&M, have unisex lines for inclusivity, while more businesses across different sectors are realising the necessity for inclusive representation across their brands, and UKG is convinced cards are no different.
UKG said: “Many business sectors are acknowledging the need for unisex lines, and cards stocked should be the same. Not only are cards traditionally given during important moments of our lives, but they also represent the love from one person to another. As the world changes and evolves, companies should too.”
Top: Gender-neutral colours allow everyone to be included
