{"id":1158,"date":"2018-11-08T00:00:00","date_gmt":"2018-11-08T00:00:00","guid":{"rendered":"https:\/\/brand-genetics.test\/what-does-it-mean-to-be-a-man-today-2\/"},"modified":"2020-01-26T12:26:57","modified_gmt":"2020-01-26T12:26:57","slug":"what-does-it-mean-to-be-a-man-today-2","status":"publish","type":"post","link":"https:\/\/brandgenetics.com\/pt\/what-does-it-mean-to-be-a-man-today-2\/","title":{"rendered":"What does it mean to be a man today?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">In the wake of wider social change, traditional concepts of masculinity are under fire. \u00a0Witness the rising debate around the relevance of gender and gender roles, and movements like #metoo. Many men feel this part\u00a0of their identity is being challenged and questioned: in a recent YouGov poll, more young men (18-24yrs) saw masculinity as a negative rather than a positive trait.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">In the first\u00a0of a series of reports on identity (we will also turn our attention to Female\u00a0Identity and Digital Identity), we aim to decode the changing nature of\u00a0masculinity now and in the future. By\u00a0summarising current research and\u00a0evidence-based-thinking we highlight three new male identities, as well as six key insights for brands and businesses interested in better addressing men. You can download the full report for free now.\u00a0<\/p>\r\n\r\n\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">So what <b>does it<\/b>\u00a0mean to be a man today? Our research has identified three emerging male identities \u2013 \u2018toxic\u2019, \u2018soft\u2019 and \u2018positive\u2019 \u2013 each of which has implications for brands and businesses targeting men:<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"\/wp-content\/uploads\/2019\/11\/positive-masc.jpg\" alt=\"\" \/><\/figure>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>1)\u00a0\u00a0\u00a0<\/strong><strong>Toxic Masculinity<\/strong><\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Since 2006 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. It is normally characterised by unwelcome displays of dominance, irresponsible risk-taking and misogyny. Although, while this behaviour may be conscious, it may also be the result of unconscious bias, arguably as a direct defensive result of having masculinity challenged.\u00a0<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Overall, toxic masculinity may be seen a form of\u00a0<em>hypermasculinity<\/em>, the exaggeration of stereotyped behaviour believed to be masculine. The opportunity is for brands to take a stand against this position and its consequences, using their platform to embrace and develop products or services that channel more positive forms of masculinity.\u00a0<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"\/wp-content\/uploads\/2019\/11\/landscape-1476212039-1476197178-covergirl-james-charles-copy-1_1476383850.jpg\" alt=\"\" \/><\/figure>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>2)\u00a0\u00a0\u00a0<\/strong><strong>Soft Masculinity\u00a0\u00a0<\/strong><\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">In response to toxic masculinity, attempts are being been made to reconstruct, recast and promote masculinity in a new softer form \u2013 this is characterised by an anti-macho mindset (co-opting ideals from 1980s \u2018new man\u2019 and 1990s \u2018metrosexual\u2019). Soft masculinity blurs the lines between masculinity and femininity, integrating characteristics more often associated with womanhood. Just on a surface level, the impact of soft masculinity, with interests in fashion, personal care and experience is significant; for instance, British men now spend more on grooming products and treatments each month than women (<a href=\"https:\/\/www.home.barclaycard\/media-centre\/press-releases\/Modern-men-spend-more-than-women-but-retail-therapy-is-still-lost-on-them.html\">Barclays Research<\/a>).\u00a0<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">As such an opportunity exists for brands to be more human-centric than gender-centric, positioning and innovating to compete in an increasingly gender-fluid world by focusing opportunities on human universals, such as the need to experience autonomy, relatedness and competence.<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"\/wp-content\/uploads\/2019\/11\/anthony-joshua.jpg\" alt=\"\" \/><\/figure>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>3)\u00a0\u00a0\u00a0<\/strong><strong>Positive Masculinity<\/strong><\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Finally, as an alternative to \u2018soft masculinity\u2019, \u2018positive masculinity\u2019 seeks to champion positive human traits associated with masculinity (rather than emasculate, neuter, feminise or undo masculinity). These include strength, courage, bravery, valour, heroism, loyalty, self-reliance, fraternity, risk-taking and resilience, and importantly \u201cgenerative fatherhood\u201d (caring, leading, mentoring).<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Modern aspirational figures such as Anthony Joshua provide an embodiment and are driving the aspirational nature of this territory. The opportunity for brands is to champion the broader meaning and character of strength (e.g. courage, heroism, bravery), supporting men on their journey and providing inspiration.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Masculinity is clearly changing: the role, definition and standing of traditional masculinity is being eroded and this has left many questioning what it means to be a man today. For brands and businesses that target men, this represents a challenge but also an opportunity: how can you help redefine what masculinity means and champion positive male values?<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>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":"<p>In the wake of wider social change, traditional concepts of masculinity are under fire. \u00a0Witness the rising debate around the relevance of gender and gender roles, and movements like #metoo. Many men feel this part\u00a0of their identity is being challenged and questioned: in a recent YouGov poll, more young men (18-24yrs) saw masculinity as a [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":1162,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-1158","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-forward-thinking"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What does it mean to be a man today? - 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\/what-does-it-mean-to-be-a-man-today-2\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What does it mean to be a man today? - Brand Genetics\" \/>\n<meta property=\"og:description\" content=\"In the wake of wider social change, traditional concepts of masculinity are under fire. \u00a0Witness the rising debate around the relevance of gender and gender roles, and movements like #metoo. Many men feel this part\u00a0of their identity is being challenged and questioned: in a recent YouGov poll, more young men (18-24yrs) saw masculinity as a [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/brandgenetics.com\/pt\/what-does-it-mean-to-be-a-man-today-2\/\" \/>\n<meta property=\"og:site_name\" content=\"Brand Genetics\" \/>\n<meta property=\"article:published_time\" content=\"2018-11-08T00:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-01-26T12:26:57+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/brandgenetics.com\/wp-content\/uploads\/2019\/11\/gareth_southgate_injury_england_world_cup_gettyimages-978014764.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1400\" \/>\n\t<meta property=\"og:image:height\" content=\"788\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Brand Genetics\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Brand Genetics\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. tempo de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/what-does-it-mean-to-be-a-man-today-2\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/what-does-it-mean-to-be-a-man-today-2\\\/\"},\"author\":{\"name\":\"Brand Genetics\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/#\\\/schema\\\/person\\\/8ecfbd42c9c6d77d6c5e26518b9ff0ba\"},\"headline\":\"What does it mean to be a man today?\",\"datePublished\":\"2018-11-08T00:00:00+00:00\",\"dateModified\":\"2020-01-26T12:26:57+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/what-does-it-mean-to-be-a-man-today-2\\\/\"},\"wordCount\":617,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/what-does-it-mean-to-be-a-man-today-2\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/brandgenetics.com\\\/wp-content\\\/uploads\\\/2019\\\/11\\\/gareth_southgate_injury_england_world_cup_gettyimages-978014764.jpg\",\"articleSection\":[\"Forward Thinking\"],\"inLanguage\":\"pt-BR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/what-does-it-mean-to-be-a-man-today-2\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/what-does-it-mean-to-be-a-man-today-2\\\/\",\"url\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/what-does-it-mean-to-be-a-man-today-2\\\/\",\"name\":\"What does it mean to be a man today? 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