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Even Hollywood Is Growing Tired Of Pronouns
There’s this mic-drop line in the trailer for Leonardo DiCaprio’s new film, “One Battle After Another”: “It’s not that hard, they/them.”
When my husband and I heard it in theaters, we couldn’t help but shoot one another a look. We weren’t outraged; frankly, we were exhausted.
That zinger was clearly written to earn brownie points from a woke crowd, but it landed like a prepackaged corporate slogan. Any potential hype from the action movie trailer tanked the way an advertisement does when it tries too hard to sound like a movement.
But that’s where we’re at now. Even Hollywood trailers have a virtue-signal quota that writers type into scripts as proof that the studio has passed ideological inspections.
We’re not the only ones tired of it, apparently, since the whole notion of non-binary identities appears to be collapsing in on itself.
Sociologist Eric Kaufmann recently published data on X that went viral, showing that the number of young people identifying as a non-binary “gender identity” — and even those identifying sexually as “queer” — has dropped dramatically.
1/ NEW: trans identification is in free fall among the young
(h/t @FIRE data in particular) pic.twitter.com/i0Z1BNcWG8
— Eric Kaufmann (@epkaufm) October 14, 2025
Credit: @epkaufm/X.com
Meanwhile, heterosexual identification quietly, and unfashionably, has seen a rebound.
That’s not political backlash, however. People are fatigued by a fading trend.
For years, “gender identity” meant more than personal exploration. Frankly, it felt like a public performance. The internet made it oh-so-contagious; Hollywood made it fashionable. Then corporations made it profitable.
But the more that identity became a virtue to pander or a brand to adopt, the less authentic it felt.
I can think of no better example than actress and singer Demi Lovato, as her story shows the emotional cost better than any statistic. Her struggles were, as many child stars’ are, very public and very difficult to watch: childhood trauma, addiction, near-fatal overdoses, long stretches of recovery, and then a relapse. But in 2021, amidst all that turmoil, Lovato “came out” as non-binary and deemed her pronouns “they/them.”
At the time, she described her new identity as freeing, one that made sense. But let’s be honest, freedom built on instability isn’t lasting. By the next year, she quietly started using “she/her” pronouns again and told interviewers she had become “exhausted” by constantly explaining herself. Focus on that word. She wasn’t just fatigued by correcting strangers, she was clearly weary of trying to rebuild her life through a faulty label based on fiction.
Kaufmann’s research suggests that Lovato’s identity arc clearly mirrors what’s happening on a larger scale. The boom in “trans” and “non-binary” identifications also happened to coincide with historic spikes in depression, anxiety, and loneliness — especially during COVID-19 lockdowns. But now, as self-reported mental health appears to have improved, those identities appear to be declining.
One may not have directly caused the other, but the overlap is worth pondering. For many, that “non-binary” label could have been a survival mechanism of sorts, a way they could name their inner chaos and get it off their chest in a culture that began looking down on traditional anchors like family and even faith. And once Lovato returned to “she/her,” she signaled to the public she was in recovery. This summer, she even married her Canadian beau, looking absolutely stunning in a traditional white wedding dress to boot.
Kevin Winter/Getty Images
Even Hollywood gets the picture that the magic is wearing off. For years, Netflix and other leading platforms turned representation into their marketing strategies. They inserted gender lessons into everything from teen dramas to children’s cartoons.
The 2021 children’s animated show “Ridley Jones,” for example, had a talking bison come out as “non-binary” and ask his grandma to use “they/them” pronouns. The show was “quietly dumped” two years later, as Daily Mail put it, once that novelty wore off.
This show, and many other forms of pandering media, are storytelling failures. Audiences don’t want to watch a sermon or get lectured. They just want entertainment, and they instinctively recognize when something that once felt radical is now conventional.
So, we’re witnessing the rise and fall of a trend cycle. A movement went viral, institutions codified it, corporations co-opted it, and then … many followers moved on. It started as “liberation,” but it became the branding du jour, which always collapses under its own fickle weight.
Between the data points, I see something hopeful happening. People are quietly rediscovering that they don’t need to reinvent themselves to feel or be whole. To them, I say, “Welcome home.”
For years, authenticity was socially measured by how fluid you were willing to be, but now it matters more how anchored you can stay in the storm. We’ve spent a decade being told that “normal” is oppressive, but normalcy is looking hotter than ever.
And maybe people won’t want to admit they were wrong — I get it. No one likes to admit they had it all mixed up. But when my husband and I heard that “mic-drop” in the movie theater, we didn’t react with cynicism. We recognized that culture has reached a point where even the symbols of rebellion have become clichés.
That’s why this new data is less like a regression and more like a release. After years of confusion, people aren’t running backward, I promise. They’re running home to simplicity and to the peace of saying, “I’m fine with being me.”
* * *
Andrea Mew is the managing editor of IW Features, the grassroots storytelling arm of Independent Women, and a contributing writer for Evie Magazine.
The views expressed in this piece are those of the author and do not necessarily represent those of The Daily Wire.
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