Within the article His or Hers? Designing for a Post-Gender Society author Suzanne Tick argues that new variation in gender roles is sparking support and accommodation. In this new society of “gender revolution” there is an increased spectrum of gender identification as well as the opportunity to remove oneself for the spectrum entirely. In essence this redefinition of social norms is updating the way citizens behave and allowing for increased individuality.
Tick continues that by saying the feminist movement has played a major role in this reorganization of gender roles. Many people assume that the movement is for women alone and therefore reinforces the typical gender definitions of men and women. However, this is certainly not the case. It instead is subverting these “norms” and providing opportunity for other communities such as transgendered citizens allowing for increased incorporation into the commonplace.
The change in gender roles does not go unnoticed by businesses looking to turn a profit while simultaneously including these increasingly recognized members. Unisex bathrooms, androgynous clothing, and general “universal design” are all methods being used by some of the biggest companies in the world. Gender roles are undoubtedly changing and as we can see, society is learning to grow with this rediscovery of the normative order.