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  • How do American men define modern masculinity?
  • How do American men define modern masculinity?
    Jackson David (2019) ©
REPORT

What does the modern man look like in ad land?

A changing cultural climate is seeing both men and women shun toxic masculinity and demand new narratives around ‘being a man’. How are brands attempting to break down gender norms and stereotypes, and why is it so important to have diverse representations of manhood in advertising?

Location United States

Scope
In 2019, it’s cool to be a girl. Faced with a powerful backlash against patriarchal structures and empowered by movements such as #MeToo and #TimesUp, women have found their voice, and brands have swiftly moved to tap into the narrative, with everything from Dove’s Self-Esteem Project to the introduction of Ms. Monopoly to Maltesers’ celebration of female friendship. However, for men, the story is different. In this new era, brands are struggling to get a handle on what is means to be a man in the modern age. 

A survey by the ...

Canvas8

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