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Connecting with men: How brands can decode modern masculinity
Men today face their own identity challenges as they navigate changing societal expectations and grapple with outdated stereotypes. There is a crisis of masculinity, especially among younger people. And men of all ages and sexual orientations are demanding more nuanced and authentic reflections of themselves.
Brands have traditionally gone down the easy route in how they portray men. Many brands are failing to keep up with who men really are.
So, is your brand missing an opportunity to connect with men meaningfully?
79% of consumers’ purchase intent is influenced by a brand’s involvement in social issues to some degree, according to Kantar Global MONITOR 2023. Balanced representation of genders and diverse portrayals in advertising are not just social obligations for brands but also increasingly essential for their growth.
This report explores how breaking stereotypes drives stronger connections with brands, predisposes more people, and promotes social change.