New Masculinity Report

In the wake of the #metoo movement, it’s clear that today’s mainstream perception of masculinity is broken. But many brands are perpetuating old stereotypes that fail to chime with changing consumer opinion. Our New Masculinity Report shows why brands need to help detoxify masculinity, and how they can diversify the narrative around what it means to be a man in 2018 and beyond. 

The report is packed with insights to help reposition and create campaigns and product lines that appeal more to today’s male demographic. Drawing on unique research, it maps out the role brands can play in leading the search for meaning, from the moment boys come into the world to their first day at school, when they enter the workplace and become fathers themselves.

Market analysis, rising trends, case studies and consumer insights are combined to help you mitigate risks and seize opportunities for success in the years ahead. The report includes:

: Introduction

A look at the broken perception of masculinity in a cultural context and a call for a system-wide appraisal of what manhood has become.

: Identity

We examine the brands turning the narrative on its head with Girlswear for Boys, how to engage with the burgeoning Mature Men’s Beauty Market, the softer version of masculinity gaining prominence in East Asia and the West, and the young influencers redefining male identity.

: Development

The innovations that nurture emotional intelligence in the workplace, tracking a shift in how inspirational men are portrayed, a discussion on how modern fatherhood is linked to feminism, and creating content for the next generation of dads.

: Health

The online platforms helping to destigmatise men’s health problems, new representations of the male physique that embrace diverse shapes and sizes, and changing attitudes to physical strength and masculinity.

: Entertainment

Reviewing the campaigns that debunk male marketing myths, and the evolving aesthetic of masculinity across branding and communications, packaging, beauty and art direction.

: Lab Notes

The report includes practical strategies to harness the intelligence within your organisation, from championing inclusive imagery to promoting new visions of male self-expression.