This quarter, United Airlines became the first US airline to provide booking options for non-binary flyers. When submitting their personal information passengers can now select the honorific ‘Mx’ instead of, for example, Ms. or Mr. They can also designate their gender as X (unspecified) or U (undisclosed) if this corresponds to what is stated in their passport. United also announced its partnership with The Trevor Project and the Human Rights Campaign; both groups are helping the airline train employees on how to best serve LGBTQ customers, as well as create safe spaces for LGBTQ passengers and employees.

Two key takeaways for your team:

International (expectation) travel. While they’re the first US airline to do so, United certainly isn’t the first to cater to those who don’t conform to traditional gender norms. Facebook was one of the early pioneers way back in 2014. Since then, organizations all over the world have sought to make environments more inclusive for non-binary consumers. Germany, for example, provided a third gender option for citizens in January. And Q, a genderless voice assistant, filled in the gap left by gender-binary bots. So you know what to do: take a look at your entire CX and ask yourself if any part of it is alienating to those who are gender non-binary. Then fix those parts. It’s the right thing to do. And customers will increasingly expect nothing less.

Today’s trend, tomorrow’s standard. Today, United’s move is worthy of a headline. But the direction of travel is clear: in ten years, non-binary-inclusive options will likely be standard. People will wonder how this was even news! The lesson here? Social expectations are constantly shifting, and attitudes that were once niche can become mainstream faster than we expect. What niche attitudes and movements gaining ground today will have a huge impact on your industry tomorrow? Could your brand be the first to acknowledge and take action on those changes?