Masculinity, Rewired. Brands must adapt to a rapidly evolving concept of masculinity that requires a spectrum of male experiences. Brands should focus on modern marketing strategies that promote vulnerability, inclusivity, and good mental health. Understanding the nuanced and varied aspects of masculinity, brands can better resonate with a diverse male audience.
This trend originates from the report:
Wavemaker UK - Growth Trends 2039
Research has shown that men face body-shaming and pressure to conform to certain standards, leading to an increasing need for modern solutions and open conversations around men's health, including mental health. Brands must evolve their marketing strategies to reach men across this vulnerability spectrum. To address this changing landscape, brands should focus on a modern approach to the marketing mix "Ps" including: Product design that caters to a range of needs, placing products in newer and more discrete marketplaces, promotion through diverse content platforms, and considering additional value propositions to support people coping with rising inflation.
It's also crucial to empower mental health advocates and encourage open conversations to support men and promote vulnerability within organizations. By portraying masculinity as a spectrum, shaping the conversation around modern masculinity, and showing vulnerability, brands can create a more inclusive and empathetic environment that resonates with a diverse male audience. Ultimately, it's important for brands to understand the nuanced and varied aspects of masculinity to support the evolving male experience.