Category
Lifestyle
Assisted Choices
Trend cluster
Category
Taught
Masculinity
Brands present healthy interpretations of masculinity to young men and boys.
4.2
Trend score
Trend
What is the Taught Masculinity trend?
Taught Masculinity: The absence of healthy notions of masculinity can be harmful on the mental and emotional development of young boys, and brands are now taking it upon themselves to be part of the process that teaches the younger generation that masculinity doesn't only encompass the sometimes-restrictive perceptions that their predecessors were raised with.
Insight
The consumer insight behind the Taught Masculinity trend
As Millennial and Gen Z consumers continue to break boundaries when it comes to what constitutes identity, they're increasingly expecting that brand messaging reflects their more progressive views on people's orientations, expressions and identities. These generations understand the role that the media plays in either perpetuating or removing harmful stereotypes, and push brands to speak more directly to their own opinions in a move toward authenticity.
Trend themes
Themes within the Taught Masculinity trend
Three behaviours holding the trend together01
Healthy Masculinity
Brands are promoting healthy notions of masculinity to young boys and men in their campaigns by debunking traditional stereotypes and cultural constructs.
02
Inclusive Messaging
Millennial and Gen Z consumers are seeking brand messaging that is authentic and reflects their more progressive views on identity and expression, pushing brands to speak more directly to their opinions.
03
Social Awareness Campaigns
Brands are promoting social awareness, inclusivity, and respect in grooming and lifestyle campaigns that aim to redefine what it means to be a man and foster positive role models for men of all ages.
Industry implications
What the Taught Masculinity trend means for industry
Where the trend changes the playbookFor
Marketing & Advertising
Brands are using their marketing and advertising to promote healthy and inclusive notions of masculinity, sparking conversations about the changing definition of masculinity.
For
Fashion & Grooming
Fashion and grooming companies are promoting diversity and inclusivity in their campaigns to reshape societal standards for male beauty and redefine what is considered attractive or masculine.
For
Non-Profit & Activism
Non-profit organizations and activist groups are partnering with brands to promote social awareness campaigns and challenge outdated stereotypes of masculinity that perpetuate harmful behaviors and attitudes.
Workshop question
How could your brand present healthy ideals to its customer?
Trend signals
Trend signals for Taught Masculinity
Trend score 4.2 out of 10, from popularity 69%, activity 48%, freshness 8%.
Popularity69%
Activity48%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Taught Masculinity trend
4 featured examples from Jun 28, 2017 to Jan 14, 2019CategoryMarketing
Socially Inspiring Grooming Campaigns
Gillette's Campaign Film Speaks to Its Young Male Audience
The men's grooming industry can lead the way in breaking down harmful traditional constructs.
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.
CategoryMarketing
Mindful Male-Targeted Lifestyle Campaigns
Lululemon Targets Men with Its 'Strength to Be' Campaign
Lifestyle brands can target male demographics with mindful living campaigns.
