New Masculinities - How Brands Speak to the Modern Man
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Conversations around gender are finally extending to representations of masculinity, but how effectively are brands picking up on this cultural shift? Here, we examine the companies, brands and products actively seeking to further the conversation.
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New Masculinities - How Brands Speak to the Modern Man
- 1. New Masculinities: How Brands Speak to the Modern Man New Masculinities
- 3. Overview Over the past few years attitudes to gender have been changing
- 4. 64%feel similar values are the basis of their relationships Overview
- 5. Early adopters are shifting beyond traditional markers of identity Overview
- 6. 82%say they associate themselves with multiple identities Overview
- 7. This new, fluid audience is looking for a more nuanced depiction of gender Overview
- 8. “GOOD ADVERTISING IS BASED ON STRONG CONSUMER INSIGHTS, NOT STEREOTYPES BASED ON GENDER. IT’S NOT ABOUT NEUTRALITY, IT’S ABOUT CONSUMERS' DEMANDS FOR MESSAGES THAT RESONATE WITH THEIR EXPERIENCES.” Dr. Linda Tuncay Zayer, co-editor of The Gender, Culture and Consumer Behaviour Journal Overview
- 11. Whilst big brands have succeeded in carving out more progressive depictions of women, does this conversation extend to masculinity? Overview
- 12. A More Nuanced View The Third WaveMacho Masculinity How Brands Speak to the Modern Man New Masculinities
- 13. A More Nuanced View The Third WaveMacho Masculinity New Masculinities How Brands Speak to the Modern Man
- 14. Thank you. Client 1 statement copy “CONTEMPORARY ADVERTISING RETAINS FAIRLY RESTRICTIVE DEPICTIONS OF MEN AND MASCULINITY, CASTING THEM IN THE ROLE OF JOCK, COMMANDING BUSINESS MAN OR DAD ON THE GRILL.” Joseph Fischel, professor of Women’s, Gender and Sexuality Studies at Yale University Macho Masculinity
- 17. Thank you. Client 1 statement copy “TYPICALLY, MEN ARE THE ONLY ONES WHO PERFORM MASCULINE ROLES AND, EVEN THEN, THEY’RE HYPER-MASCULINE. WHEN MEN STRAY FROM THIS, THEY ARE OFTEN USED AS A JOKE.” Frazer Heritage, researcher, Gender and Sexuality in Media Macho Masculinity
- 20. A More Nuanced View The Third WaveMacho Masculinity New Masculinities How Brands Speak to the Modern Man
- 21. Client Today, men are being suffocated by their stereotypes A More Nuanced View
- 22. Client Depictions of outdated masculinity are slowing sales and alienating those with more progressive views on what it means to be a man A More Nuanced View
- 23. Client 1 statement copy Diesel A More Nuanced View
- 24. Client 1 statement copy Calvin Klein A More Nuanced View
- 25. Client A forward-thinking attitude is no longer a choice for brands – it’s a prerequisite A More Nuanced View
- 26. Client 1 statement copy Ariel #sharetheload A More Nuanced View
- 27. Thank you. Client 1 statement copy “WHAT ‘BEING A MAN’ MEANS, AND WHAT ‘SUCCESS’ MEANS, IS CHANGE IS FOR THE GOOD. THE MESSAGE HASN’T EXPLODED YET BUT WE WILL MAKE IT EXPLODE.” Fernando Desouches, global brand development director, Axe A More Nuanced View
- 28. A More Nuanced View The Third WaveMacho Masculinity New Masculinities How Brands Speak to the Modern Man
- 29. The Third Wave When it comes to masculinity, brands need to be braver.
- 30. Thank you. Client 1 statement copy “ADVERTISERS SHOULD TOTALLY REINVENT GENDER CONSTRUCTS AND DARE TO PAINT A WORLD WHERE BOYS LIKE BLUE, GETTING DIRTY OR AREN’T CAREER AMBITIOUS.” David Brockway, manager, Great Initiative’s Great Men The Third Wave
- 31. Title Very Good Light The Third Wave
- 32. Title Campbell Addy The Third Wave
- 33. Title Campbell Addy The Third Wave
- 34. Title Campbell Addy The Third Wave
- 35. Title Campbell Addy The Third Wave
- 36. Thank you. Client 1 statement copy “THERE’S SO MUCH TENSION AND SO MANY IDEAS SURROUNDING WHAT PEOPLE SHOULD WEAR. I USED TO BE TOLD, WHAT A MAN SHOULD LOOK AND DRESS LIKE. I ALWAYS FELT INSIDE THAT I DIDN’T WANT TO BE TOLD HOW TO BEHAVE.” Ibrahim Kamara, fashion stylist and creative The Third Wave
- 37. Title & Other Stories The Third Wave
- 38. Title Louis Vuitton The Third Wave
- 39. The Third Wave Ultimately, more brands need to incorporate trans or queer masculinities, or highlight the ways in which masculine stereotypes differ enormously when race is introduced to the conversation
- 41. Key Takeouts • Perceptions of masculinity have changed. Remember not to pigeonhole consumers based on their gender • Don’t be afraid to incorporate masculine identities that exist outside the heterosexual ‘norm’ • Remove any preconceived ideas of what products should and shouldn’t be marketed to men • Encourage men to explore their emotions and means of expression in brand communication New Masculinities