{"id":1156,"date":"2018-12-08T00:00:00","date_gmt":"2018-12-08T00:00:00","guid":{"rendered":"https:\/\/brand-genetics.test\/man-down-the-future-of-masculinity-with-dr-paul-marsden\/"},"modified":"2020-01-26T12:26:02","modified_gmt":"2020-01-26T12:26:02","slug":"man-down-the-future-of-masculinity-with-dr-paul-marsden","status":"publish","type":"post","link":"https:\/\/brandgenetics.com\/pt\/man-down-the-future-of-masculinity-with-dr-paul-marsden\/","title":{"rendered":"Man Down: The Future of Masculinity with Dr. Paul Marsden"},"content":{"rendered":"

Having worked closely with Brand Genetics for several years, Dr. Paul Marsden has been a central part of our\u00a0campaign exploring modern masculinity. Recently, he took the time to share his thoughts on the future of gender and branding and the impact it is having on the marketing landscape.\u00a0<\/p>\r\n\r\n\r\n\r\n\r\n\r\n

Q: Why do managers need to understand masculinity?<\/strong><\/p>\r\n\r\n\r\n\r\n

Masculinity is the label used to define a set of male-typical traits \u2013 physical, behavioural and psychological \u2013 that distinguish men from women. Masculinity is an important concept because it is a core part of men\u2019s identity \u2013 their self-concept, in terms of both gender and sexuality. If you want to understand men, you need to understand their masculinity, or more accurately, their masculinities. \u00a0<\/p>\r\n\r\n\r\n\r\n

Q: Could you give us a brief history of masculinity and explain its changing face in the last few years?<\/strong><\/p>\r\n\r\n\r\n\r\n

Where masculinity really gets interesting is in a cultural sense, through gendered roles and norms that change over space and time. For example, a century ago the colour pink to be considered a masculine colour and blue a feminine colour. The big change in the changing face of masculinity, is that it that there are now multiple changing faces of\u00a0masculinities<\/em>. There is no monolithic one-size fits all cookie-cutter notion of masculinity, rather there are diverse, variable and multiple masculinities.<\/p>\r\n\r\n\r\n\r\n

It\u2019s impossible to talk about the changing face of masculinity, or masculinities, today without referencing \u2018toxic masculinity\u2019.\u00a0 Toxic masculinity has been widely adopted as a pejorative term for stereotypical male behaviour deemed to be harmful to women, society and to men themselves.\u00a0 To some degree, toxic masculinity has pathologized masculinity as something that needs to be cured. And perhaps as a response, we are seeing a reboot of the 1980s\u00a0New Man<\/a>\u00a0embracing a detoxified notion of masculinity and manhood.<\/p>\r\n\r\n\r\n\r\n

Q: What is \u2018positive masculinity\u2019 and what do we need to know about it?<\/strong><\/p>\r\n\r\n\r\n\r\n

There have been a number of responses to the demonization of masculinity. One is to retrench into traditional masculinity. Another is to reject masculinity and gendered norms altogether. Another is to embrace soft masculinity, where hard masculine traits are tempered with softer feminine traits.\u00a0 Still another is to understand gender and sexuality as non-binary, with an array of possibilities.\u00a0 For example, Facebook appears to have abandoned its list of 71 genders, and now allows an infinite number of gender possibilities.<\/p>\r\n\r\n\r\n\r\n

Another option in our new world of multiple masculinities that I\u2019m excited about from a marketing perspective, is the idea of \u201cpositive masculinity\u201d. Positive masculinity is a term used to denote positive human character strengths associated with masculinity. For example, positive masculinity may celebrate the traits of male bravery, courage, heroism and self-reliance. Of course, these positive human strengths are not exclusive to men \u2013 women are brave, courageous, heroic and self-reliant too.\u00a0 However, positive masculinity provides businesses and brands with a new framework for understanding and appealing to men that is not based on toxic stereotypes.<\/p>\r\n\r\n\r\n\r\n

Q: What is the future of masculinity?<\/strong><\/p>\r\n\r\n\r\n\r\n

The future of masculinity is masculinities.\u00a0 This includes traditional masculinity, soft masculinity, positive masculinity and even the negation of masculinity, which will all have a role to play.\u00a0 For innovation and marketing, my bet would be on positive masculinity as it detoxifies masculinity without emasculating masculinity.\u00a0<\/p>\r\n\r\n\r\n\r\n

Beyond positive masculinity, I think the future may lie in understanding masculinities as gendered manifestations of universal human needs. \u00a0In other words, masculinity can be seen as an expression of our common humanity.\u00a0 For example, we know that three basic human needs for human happiness are Autonomy, Relatedness and Competence (the ARC of happiness \u2013 as identified in positive psychology). By targeting these human universals, brands can move beyond gendered stereotypes and maximise appeal. Fashion is leading the way here with the rise of activewear and athleisure that is promoted through human universals rather than focusing on the politics of identity, sexuality, race or gender. For example, NikeFree explores autonomy, whilst UnderArmour celebrates competence, and Reebok, with its long running #BeMoreHuman campaign champions humans being awesome.\u00a0 So, for me, I think being human is the new masculinity.<\/p>\r\n\r\n\r\n\r\n

Thus, it is fair to say that masculinity is constantly changing shape as our attitudes towards gender and identity continue to evolve.<\/strong><\/p>\r\n\r\n\r\n\r\n

At Brand\u00a0Genetics we understand guys \u2013 so if you want to know what the changing face of masculinity means for your business and how you can help this audience\u00a0\u2018man up\u2019 for the\u00a0modern world,\u00a0please get in touch.\u00a0<\/strong><\/p>","protected":false},"excerpt":{"rendered":"

Having worked closely with Brand Genetics for several years, Dr. Paul Marsden has been a central part of our\u00a0campaign exploring modern masculinity. Recently, he took the time to share his thoughts on the future of gender and branding and the impact it is having on the marketing landscape.\u00a0 Q: Why do managers need to understand […]<\/p>\n","protected":false},"author":16,"featured_media":1157,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-1156","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-forward-thinking"],"yoast_head":"\nMan Down: The Future of Masculinity with Dr. Paul Marsden - Brand Genetics<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brandgenetics.com\/pt\/man-down-the-future-of-masculinity-with-dr-paul-marsden\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Man Down: The Future of Masculinity with Dr. Paul Marsden - Brand Genetics\" \/>\n<meta property=\"og:description\" content=\"Having worked closely with Brand Genetics for several years, Dr. Paul Marsden has been a central part of our\u00a0campaign exploring modern masculinity. 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