Embracing new perceptions of masculinity.
Marketing to men?
Food and drink brands need a rethink.
69% of men aged 25–44 in the UK feel misrepresented by brands, stating that mainstream visions of masculinity are out of touch with contemporary life.
Future Lab, 2023
Rebranding Masculinity
The traditional perception of male identity is under scrutiny, and outdated design cues associated with gender no longer represent the men of today. Consumers expect to see more nuanced ways to portray the complexities of manhood, including the softer, more sensitive and vulnerable qualities of modern masculinity.
Brands and campaigns are adapting to the shift, embracing a more diverse and realistic view of masculinity.
61% of men think that brands have a responsibility in shaping modern masculinity. Only 54% of young men feel seen in advertising.
The Drum, 2022
Take a softer approach
Soft is on a mission for men to create and enjoy self-care rituals without judgement.
The brand delivers wellbeing by focusing on the day-to-day ritual of self-care. With bold colours and expressive typography, Soft skincare goes beyond communicating its functional benefits, challenging the sterile, minimalist look of traditional men’s skincare brands.
Stereotypical tropes of masculinity such as strength and physical performance no longer resonate with consumers. Forward-thinking marketers are appealing to the emotions of men rather than their physicality when developing creative activations.
Future Lab, 2023
Express yourself
Shiseido’s Sidekick range offers a bolder take on men's skincare packaging. Bright aluminium tubes with bolt-shaped tops distinguish the products from the more understated clinical packaging that tends to be the norm.
Targeting Gen Z men, the name conjures up images of action and activity, with the products playing a supporting role in the lifestyles of cosmopolitan young men.
Men are changing their relationship with masculinity. Power and prestige are no longer distracting men from embracing vulnerability and inclusivity as strengths.
The Guardian, 2023
Embrace change
‘Dadfluencers’ like Alexis Ohanian are redefining modern fatherhood with their relatable, genuine approach to content creation, partnering with brands that align with their values and audience.
Challenging traditional stereotypes and embracing a more inclusive nurturing version of being a dad.
They’re proof that the need for true representation is present across generations and life stages.
Championing the role of the male in family life, brands can increase their engagement and grab a bigger slice of the £150bn-a-year market men aged between 30 and 50 represent.
Marketing Week, 2023
A global mo-vement
Movember started as an idea by two friends at the pub in 2003 wanting to raise awareness of prostate cancer. It has now been going on for over 20 years, and it has grown into a worldwide campaign with nearly 7 million participants and over 1250 men’s health projects funded.
Through that quiet action men and brands are showing that men’s health matters and ‘Growing a Mo’ has become a global symbol of solidarity.