Category
Art & Design
Oven Aesthetics
Trend cluster
Category
Elevated
Masculinity
Diverse representations of masculinity hit mainstream platforms.
4.2
Trend score
Trend
What is the Elevated Masculinity trend?
Elevated Masculinity: The hard work of academic and social feminist discourse has resulted in the slow rise of masculinity being represented in more diverse forms across mainstream media platforms. This shift comes as authentic representation is increasingly valued by consumers, with the rigidity of traditional masculinity shown in the mainstream not being compatible with most consumers' lives or beliefs.
Trend themes
Themes within the Elevated Masculinity trend
Three behaviours holding the trend together01
Diverse Representation of Masculinity
As authentic representation becomes increasingly valued, brands have an opportunity to challenge traditional notions of masculinity and embrace more enlightened and inclusive messages that resonate with evolving societal values
02
Gender-Ambiguous Fashion Products
With gender ambiguity at the forefront of fashion design, businesses have an opportunity to market traditionally feminine products to a more masculine audience, while also acting as a critique of traditional notions of masculinity
03
Stereotype-Fighting Ads
Businesses can break gender stereotypes and amplify the conversation about what it means to be a man today by utilizing humor and emotional narratives in their advertising campaigns
Industry implications
What the Elevated Masculinity trend means for industry
Where the trend changes the playbookFor
Fashion
The fashion industry has the potential to challenge traditional notions of masculinity by creating gender-ambiguous fashion products and promoting more diverse representations of masculinity
For
Beauty/Grooming
The beauty/grooming industry can empower men to feel confident in their own skin, no matter their shape or size, by challenging societal pressure to conform to a certain body type
For
Advertising/Marketing
The advertising/marketing industry can contribute to the conversation on modern masculinity by creating stereotype-fighting ads that break gender stereotypes and amplify the conversation about what it means to be a man today
Workshop question
How can your brand feature more authentic representation in its campaigns?
Trend signals
Trend signals for Elevated Masculinity
Trend score 4.2 out of 10, from popularity 68%, activity 51%, freshness 8%.
Popularity68%
Activity51%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Elevated Masculinity trend
5 featured examples from May 18, 2017 to Mar 14, 2018CategoryFashion
Designer Male Rompers
The ReeRomp is Reebok's Take on the Internet Famous Male Romper
Reebok's ReeRomp is intended for athletic men, demonstrating an opportunity for disruptive innovation in the intersection of fashion and functional, performance-based clothing.
CategoryFashion
Empowering Sunglasses Campaigns
Karen Walker Tapped a Nigerian UFC Fighter for a Men's Collection
Karen Walker's sunglasses campaign highlights the opportunity for innovative designs and advertising in the eyewear industry.
CategorySocial Good
Male Body-Positive Photography
The Everyman Project Empowers All Men to Feel Confident
The fashion industry has the opportunity to promote diverse and inclusive representations of male beauty by showcasing a wider variety of body types in advertising and campaigns.
CategoryMarketing
Stereotype-Fighting Ads
Harry's 'A Man Like You' Ad Questions What Constitutes Masculinity
Opportunity for advertising agencies to create campaigns that challenge traditional gender stereotypes and engage consumers emotionally.
CategoryLifestyle
Thoughtful Masculinity Ads
Axe's 'Find Your Magic' Campaign is Rethinking Male Stereotypes
Disruptive innovation opportunity for personal care brands to redefine beauty ideals and cater to a more diverse range of individuals.
