Redefining Masculinity in Marketing: How Brands Can Reach Modern Men

Masculinity in Marketing

Rigid stereotypes no longer define modern masculinity. There are many different ways that men express their identity because of changes in society, such as changing gender norms, more acceptance of LGBTQ+ identities, and intersectional approaches that look at how race, class, and age are connected.

Brands must acknowledge this complexity and portray men beyond traditional roles such as providers or stoic leaders. For instance, a quarter of Gen Z men in the USA now identify as equally masculine and feminine or very feminine, which is three times more than among Boomers. This shows the need to reach younger audiences who value vulnerability, emotional depth, and inclusivity.

Business Benefits of Breaking Stereotypes

Stereotypical portrayals of men not only alienate audiences but also limit brand potential. Advertisements that portray men positively – showing qualities like caring, confidence, and authenticity – deliver better business results. According to Kantar’s Gender Unstereotype Metric, such advertisements outperform their competitors in both short-term sales and brand value.

For e-commerce brands, this means creating campaigns that reach broad audiences regardless of gender. Positive portrayals of men resonate not only with male audiences but also increase acceptability and support among women, thus amplifying overall impact.

Source: Kantar

Which Categories Show Potential?

1. Home and Personal Care: Despite the growing number of men living alone or participating in household duties, their roles in these categories are often overlooked. Including men in advertisements for home and personal products can unlock untapped markets and drive growth.
2. Childcare: The number of men actively involved in childcare is also increasing. Brands in this segment have a significant opportunity to portray fathers as caregivers, breaking outdated assumptions and addressing modern family dynamics.
3. Fashion and Self-care: Younger men, in particular, are increasingly interested in personal care and fashion. Expanding offerings and authentically promoting gender-neutral or male-oriented products can be a way to engage them.

“The strong presence of men in advertisements and portrayal of caring personalities consistently leads to men being perceived as positive role models, so the lack of male presence in this category is a missed opportunity,” states the Kantar report.

Consider the Change

For e-commerce, there comes a challenge and opportunity to authentically connect with male consumers while promoting inclusivity. By breaking stereotypes and rethinking male identity, brands can not only build stronger consumer relationships but also contribute to positive societal changes.

• Embrace Authenticity: Show men as caring and emotionally present individuals. Advertisements showing men in family settings, practicing self-care, or supporting gender equality have a profound impact.
• Diversify Representation: Move beyond tokenism by showing men of various races, age groups, body types, and sexual orientations. This ensures broader relatability and inclusivity.
• Rethink Testing Procedures: Even for gender-neutral products, many advertising campaigns primarily test with female audiences. Include male perspectives in creative content testing. You might be surprised by how message resonance increases.
• Invest in Positive Narratives: Highlight male role models who challenge traditional stereotypes. Campaigns featuring inspiring figures who embrace their individuality are particularly effective.