The document discusses key trends impacting gender roles from both male and female perspectives. From the female or XX perspective, three trends are explored: 1) Feminism is experiencing a renaissance as more activists fight for gender equality, 2) Women are celebrating strength and fitness as empowering qualities, and 3) Women are rejecting the idea that they need to "have it all" and instead prioritizing their own happiness. From the male or XY perspective, three trends are also examined: 1) The concept of an "alpha male" is declining as aggression and one-upmanship are less admired, 2) Feminism has influenced men to be more collaborative partners rather than just breadwinners,

1. XX vs. XY
A look at key trends from both perspectives, from the planners at Leo’s and Holler

2. Discussing gender equality seems to make the XYs a bit
nervous… interestingly none of the male planners in the building
were up for writing this.
Inspired by an LS:N trends update on gender roles, we wanted to
explore what masculinity really means in 2013, and look at key
issues and movements impacting women today.

3. Mixing it up a bit, the planners from Leo‟s and Holler have joined forc
Rebecca at Leo‟s telling the XX perspective and Bianca at Holler the

4. The XX perspective:
Exploring 3 key trends

5. The Millennial generation
has been brought up with
strong female role models.
My Mum worked, her wages were just as
important as my Dad‟s. I was encouraged to go
to university and to have a career. I‟ve seen
women fight on the front line, win Olympic
medals, earn millions, win Oscars - and one
(just one) was Prime Minister.
So why is feminism still an issue
and why did I want to write about it?

6. Are they Feminists?
"I'm one of the biggest
feminists in the world
because I tell women not to
be scared of anything."
“Hard Out Here’ is a new
feminist anthem.”

7. We live in a world where Miley Cyrus and Lily Allen both claim to be feminists.
Where Rhianna is criticised for saying that she isn‟t a role model, and Beyonce can‟t
seem to decide if she is or not.
We celebrate that 4 women run FTSE100 companies yet feel criticised by Sheryl
Sandberg for suggesting that we need to lean forwards in our careers.
I’ve looked at 3 key trends impacting the lives of
women in the UK right now.

8. To some it never went away, to some it‟s a
word that carries negative associations, or
lacks meaning altogether… But equality is
still an issue being fought for, evidenced by
a growing network of activists upholding
feminist ideals
Spearheading the movement currently is the Everyday
Sexism Project. There‟s a whole section on the Guardian
dedicated to Feminism. Caitlin Moran and Ryan Gosling
both claiming to be modern day feminists. Slut Walk. The
backlash against „slut shaming‟ (#bedofshame for anyone
who missed that particular gem).
1. Feminism
is having a
renaissance.

9. The Olympics brought us role
models of a very different ilk than
the pseudo-celebrities we‟d been
presented with for the past few years.
A true demonstration of the benefits of a
fit lifestyle, these „real role models‟ are
impacting what women view as inspiring
and desirable.
Type gym selfies into Tumblr and check out the
volume of posts. 90% of women who keep fit
say they do so purely for their own benefit.
Brands are demonstrating the trend: see Sure‟s
„Unapologetically Strong‟ and M&S „Leading
Ladies‟.
2. Women
are
celebrating
strength

10. It’s a myth. Women are rejecting the
idea that having it all means trying to
juggle a career with raising a family,
maintaining a successful relationship, a
healthy body and kick-ass social life
(how are you supposed to do all that without having
a nervous breakdown along the way?).
Instead, we‟re choosing to do what
makes us happy and healthy, even if it‟s
not the norm.
Feminist site Jezebel put it quite succinctly: “Some
women just don‟t give a shit about having it all”.
Debora L. Spar‟s book „Wonder Women‟ advised
women to stop pushing themselves to the brink trying
to be perfect at everything. Sheryl Sandberg isn‟t to
everyone‟s taste, but essentially encouraged women
to work smarter.
3. We don‟t
want to
„have it all‟

11. Implications
for brands
1. Pay attention:
– Listen to what is influencing your consumer and how they play
that back to you through Social
2. Demonstrate brand values through positive representation:
– See Sainsbury’s and Jack Monroe, a brilliant move away from
celebrity millionaire chef to a single mum on a budget, who still
embodies brand values
3. Ensure your talent speaks to consumers:
– Not just a face, but a mouthpiece for your brand’s opinions
– Moderate and analyse what they say in Social and the response
it gets

12. XY:
Exploring 3 key trends

13. I consider myself to be a modern
woman. I feel weird about not splitting
the bill, I try to do the DIY and like
Beyoncé, I buy my own things.
In a time when sista‟s are doing it
for themselves, what are the
mista‟s doing? How does society
define a modern man, and do we
still expect them to be „manly‟?
What does „manly‟ even mean?!?
Yes. I am aware its odd for me (a woman) to
be writing a males perspective. However,
being an objective bystander has its
advantages.
Besides I spoke to loads of blokes (including
dads and colleagues) and watched
„Mansome.‟ so I am pretty much an expert
now…

14. That time Beckham wore a frock
Modern man, traditional grooming
The modern man has evolved from metrosexuals, into retrosexuals and are
now… well no one can seem to draw parameters around it mostly because
these „parameters‟ seem futile. Career success or six packs are not the
symbols of „manliness‟ they might once have been, but after a lot of head
scratching, all the males (and females) I spoke to ultimately gravitated
towards similar perspectives.

15. 1. The
Death of
the Alpha
Male
The death of the Alpha
Male. The concept of
manliness being attributed
to
a dominant, potentially
aggressive figure that
considers themselves
superior, is just not the
compliment is might have
been in the late 80s.
Its decline in popularity
signifies men‟s waning
interest in one up man
ships, instead recognising
that power struggles simply
stifle creativity,
relationships and efficiency
to get shit done.

16. The
implications
for brands
Brands will need to consider the images they attribute to manliness, as many men
said they cant and wont relate to a lot the male models promoting ideals that
perceive men as ‘muscular, promiscuous, party animals, who cant multi task or
handle the flu’.
They want brands to recognise that they want to collaborate, and articulate ideas
with confidence and intellect not pissing contests.

17. The current trend makers are
probably the first generation
that does not only exist
alongside strong women, many
have been raised by them.
2. The
influence
of
Feminism
The presence of
feminism has meant
modern men are not
restricted to being the
breadwinner, and are
capable of being
partners in a true sense
of the word.
Partnerships that have given
men the freedom to challenge
their roles at work, at home,
and in society.

18. 70% say being a
„gentleman‟ and
„good manners‟
are what defines
a man today.
As a particularly articulate male rightly pointed out „men are no longer
defining masculinity by the things they have, i.e. jobs, cars, money.
Instead more men are thinking about masculinity as what you can
describe yourself as.‟

19. Men are increasingly using hobbies and
traditional qualities to define their masculinity.
Explaining the renaissance of „old man‟ pubs,
mate clubs (the modern equivalent to a
working mans club), craft beer, and beards.

20. The Old Spice guy‟s
pastiche of traditional male
advertising resonates,
because it recognises men
don‟t empathise with these
ridiculous male stereotypes.
The modern man blends
traditional qualities and
values of community and
camaraderie, with
„feminine‟ passions like
cooking or crafts.
Home life is a space where
men have until now been a
limited, either by their career
or by the expectations of
society. As this changes,
these new fluid roles will have
large impact on home, and
work.

21. ‘Men are free’. This
was a popular,
almost unanimous
response, however it
is this same freedom
that has confused the
issue even more.
3. Men are
„free‟

22. 50% of men
agree with the
statement
„men cant be
men anymore.
While they are free to do as they will, men are
struggling to understand where the „line‟ is and even if
there is a „line‟ anymore.
Men cook, clean, craft and are encouraged to experiment with personal
style, both society and feminism have „freed‟ them.

23. Having said that, it feels as
though men are fast
approaching a tipping point;
more freedom to do, means
greater expectation to do it
all, breeding insecurities
when you don‟t achieve it
all.
While men have
never had it so good,
they are increasingly
expected to have it
all.

24. Having said that, it feels as
though men are fast
approaching a tipping point;
more freedom to do, means
greater expectation to do it
all, breeding insecurities
when you don‟t achieve it all.
While men have
never had it so good,
they are increasingly
expected to have it
all.

25. So, what does it all mean?

26. Men and women are on an even keel, technology and society have matured at
the same time to allow both sexes the freedom to engage in truly mutual
partnerships.
The roles are increasingly blurred and actually disappearing altogether,
meaning that society is no longer judging us by our genders, but our
personalities, values and skills. Neither of us really believe in the concept of
having it all in 2014 – to us, having it all means playing to our strengths. Truly
collaborating to celebrate our individual qualities and strengths, outside of
gender expectations, is the answer to a happy, fulfilled society. Not to mention
a functioning workplace.
We need to give ourselves a break, stop worrying about what is expected of us
and get on with a fulfilling life.