Category
Lifestyle
Sugar Moderation
Trend cluster
Category
Bromanticism
Emphasis on platonic male relationships glorifies the bachelor lifestyle.
4.8
Trend score
Trend
What is the Bromanticism trend?
Bromanticism: More and more males are part of 'bromances,' engaging in platonic relationships solely with other males. Emphasizing same-sex relationships in this way places the single man and bachelor lifestyle in the spotlight, creating a new version of the 'modern man' in which women may, or may not, be required.
Trend themes
Themes within the Bromanticism trend
Three behaviours holding the trend together01
Redefining Masculinity
Society's increasing openness to non-traditional forms of masculinity has provided businesses with opportunities to showcase unconventional relationships in advertising, fashion and media.
02
Intimate Male Relationships
Increasingly, advertising and media are showcasing the emotional bonds of platonic male relationships, including the advent of bromantic photography.
03
Bromances in popular culture
Blockbuster movies have forever been romanticized for their meticulous portrayal of superhero team-ups and bromances, creating a whole new lover archetype for audiences to connect to.
Industry implications
What the Bromanticism trend means for industry
Where the trend changes the playbookFor
Fashion
Fashion industry can disrupt traditional advertising to tap into new and diverse audiences by expanding its narrative to include unconventional relationships like bromances.
For
Advertising and marketing
Marketing campaigns that showcase unconventional platonic relationships can create an authentic narrative that resonates with audiences in the emerging cultural landscape of acceptance and diversity.
For
Media and Film
Blockbuster movies and bromantic photography create a new understanding of human relationship and emotive bonding that companies can replicate in their products and campaigns alike.
Trend signals
Trend signals for Bromanticism
Trend score 4.8 out of 10, from popularity 59%, activity 77%, freshness 8%.
Popularity59%
Activity77%
Freshness8%
Audience
90%Men
10%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Bromanticism trend
5 featured examples from Jan 13 to Dec 17, 2009CategoryNaughty
Bromance Photography
Steven Beckly Captures Moments Between Two Men
Photographers who specialize in capturing everyday moments can showcase the beauty of underrepresented relationships.
CategoryFashion
Bromance Fashion Ads
Armani Jeans F/W 08-09 Shows Physical Male Bonding
Fashion brands can disrupt the industry by promoting inclusivity and showcasing diverse forms of affection in their campaigns.
CategoryFashion
Beach Bromance Fashion
H&M Shows Aquatic Male Bond For Summer 2009
The fashion industry has an opportunity to capitalize on the rise of gender-fluid fashion and the 'bromance' aesthetic.
CategoryNaughty
Superhero Bromances
Robin Gets Intimate With Batman's Mask in Exterface's 'Boywonder'
Metafictional and graphic novel explorations overlaying queer identities on popular mainstream characters and storylines.
CategoryPop Culture
Blockbuster Bromances
The Unspoken Cinematic Love of Iconic Dynamic Duos
Bromances in movies offer opportunities for scriptwriters, directors, and actors to create engaging stories and memorable characters.
