# Taught Masculinity Brands present healthy interpretations of masculinity to young men and boys. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Feb 26, 2019 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/taught-masculinity ## Key Figures - Trend score: 4.2/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Jun 28, 2017 to Jan 14, 2019 - Published: Feb 26, 2019 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Personalization](https://www.trendhunter.com/megatrend/personalization), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Themes within the Taught Masculinity trend ### Healthy Masculinity Brands are promoting healthy notions of masculinity to young boys and men in their campaigns by debunking traditional stereotypes and cultural constructs. ### 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. ### 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. ## What the Taught Masculinity trend means for industry ### For 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 for Taught Masculinity Trend score 4.2 out of 10, from popularity 69%, activity 48%, freshness 8%. - Popularity: 69% - Activity: 48% - Freshness: 8% ## Examples of the Taught Masculinity trend 4 featured examples from Jun 28, 2017 to Jan 14, 2019. - [Socially Inspiring Grooming Campaigns](https://www.trendhunter.com/trends/young-male-audience): Gillette's Campaign Film Speaks to Its Young Male Audience (Category: Marketing) Implication: The men's grooming industry can lead the way in breaking down harmful traditional constructs. - [Male Body-Positive Photography](https://www.trendhunter.com/trends/the-everyman-project): The Everyman Project Empowers All Men to Feel Confident (Category: Social Good) Implication: 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. - [Stereotype-Fighting Ads](https://www.trendhunter.com/trends/a-man-like-you-ad): Harry's 'A Man Like You' Ad Questions What Constitutes Masculinity (Category: Marketing) Implication: Opportunity for advertising agencies to create campaigns that challenge traditional gender stereotypes and engage consumers emotionally. - [Mindful Male-Targeted Lifestyle Campaigns](https://www.trendhunter.com/trends/strength-to-be): Lululemon Targets Men with Its 'Strength to Be' Campaign (Category: Marketing) Implication: Lifestyle brands can target male demographics with mindful living campaigns. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)