# Definition-Evolving Video Campaigns Bonobos' Empowering Project is About What Masculinity Means By Kalin Ned | Published 2018-07-19 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/what-masculinity-means References: [bonobos](https://bonobos.com/) E-commerce company Bonobos launches a [socially empowering campaign](https://www.trendhunter.com/trends/limitless-campaign) that aims to defeat stigma and open a platform for discussion of what masculinity means. In an interview-style video that is launched under the #EvolveTheDefinition initative, Bonobos invites 172 men from various ethnic and sexuality-related backgrounds to speak about the topic at hand. The company also taps into the inspirational trans athlete and celebrity Chris Mosier to find out what masculinity means to him. The results are motivational and empowering to say the least. Bonobos' video highlights the [stigma-inducing and highly restricting](https://www.trendhunter.com/trends/my-friend-max-hate) formal definition of the term. The [heartwarming campaign](https://www.trendhunter.com/trends/a-real-boost) flips this limited understanding of masculinity in the context of the evolving contemporary society, tying it to values like honesty, being able to express emotion and to be brave enough to be who you are. ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 11% | Activity: 45% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Internet](https://www.trendhunter.com/internet) ## Key Themes ### What's Driving This Trend - **Socially Empowering Campaigns:** E-commerce companies can create socially empowering campaigns that challenge stereotypes and encourage open discussion. - **Re-defining Masculinity:** Brands can participate in re-defining masculinity by exploring diverse perspectives and challenging traditional definitions. - **Inspirational Video Content:** The use of inspirational video content can engage audiences and promote inclusivity. ### Who This Affects Most - **E-commerce:** The e-commerce industry can embrace socially empowering campaigns to engage customers and promote brand values. - **Media and Entertainment:** Media and entertainment companies can produce content that challenges societal norms and promotes positive change. - **Fashion:** Fashion brands can participate in re-defining masculinity by showcasing diversity and inclusivity in their marketing campaigns. ## Related on Trend Hunter - [Heartfelt Men's Health Campaigns](https://www.trendhunter.com/trends/movember-2.md) - [Empowering Beauty Campaigns](https://www.trendhunter.com/trends/you-are-amazing.md) - [Men-Focused Mental Health Campaigns](https://www.trendhunter.com/trends/betterhelp-1.md) - [Authentic Men-Targeted Campaigns](https://www.trendhunter.com/trends/mentargeted-campaign.md) - [Authenticity-Centric Beauty Series](https://www.trendhunter.com/trends/we-belong-to-something-beautiful.md) - [Empowering Summer Campaigns](https://www.trendhunter.com/trends/empowering-summer-campaign.md) - [Empowering Menopause Campaigns](https://www.trendhunter.com/trends/live-your-best-menopause.md) - [Viral Slogan-Inspired Campaigns](https://www.trendhunter.com/trends/manscaped1.md) - [Story-Focused Empowerment Campaigns](https://www.trendhunter.com/trends/shyaway.md)