Now, more than ever, consumers are demanding that brands take a stand. According to recent research from Accenture, 63 percent of global consumers prefer to purchase products and services from companies that stand for a purpose that reflects their own values and beliefs. And brands have been stepping up. In recent years, we’ve seen countless women’s brands launch marketing campaigns centered around their value of female empowerment—think “Like A Girl” from Always, Dove’s “Real Beauty,” or the recent “Ladies First” campaign from Keds.
But in recent years, the conversation around changing gender dynamics and achieving gender equality has shifted. In the wake of the #MeToo movement, people have recognized that it’s not enough to “empower” women—in order to make progress, we also need to tackle the pervasive problem of toxic masculinity. Now, many men’s brands are finally speaking up, too.
Earlier this year, men’s shaving brand Gillette flipped the script on its tagline “The Best A Man Can Get” by confronting the notion that “boys will be boys.” In its #TheBestMenCanBe spot, the brand asks,“Is this the best a man can get? Is it? We can’t hide from it. It has been going on far too long. We can’t laugh it off, making the same old excuses.” In a similar move last year, menswear brand Bonobos responded to the #MeToo movement in its #EvolveTheDefinition campaign, which sought to push back against society’s traditional framing of masculinity.
Most recently, men’s grooming brand Scotch Porter launched its #DareToCare campaign, spotlighting influencers who are challenging the status quo and fighting against harmful stereotypes of masculinity. “Through philanthropy, media, education, fashion, music, and advocacy, these men are aggressively pushing boundaries to reveal the multiple internal and external layers of themselves to inspire others. The #DareToCare campaign highlights their remarkable stories and embraces the mission by tackling preconceived notions of traditional men’s roles and gender-based behaviors,” says Calvin Quallis, founder of Scotch Porter. “We at Scotch Porter believe everyone should dare to care, and we’re committed to changing the perception of grooming. It’s not just about helping men to look and feel better. It’s about helping men to think differently. It’s okay for us to feel beautiful, to cry, and to take care of ourselves and others. With this campaign, we take the lead on reshaping and reimagining the stereotypical portrayal of masculinity to be one that is characterized as more caring and compassionate.”
“Self-love is very important,” says influencer Carl Banks, two-time Super Bowl champion and founder of GIII Sports. “And I think as we talk to our young men about how they identify themselves, it’s how you create who you are, not what you read about yourself, not what someone tells you is beautiful or is smart. You just have to have a strong belief in who you are.”
On the topic of toxic masculinity, Datwon Thomas, editor-in-chief of VIBE, describes it as “a sickness” that we’re finally talking about after society has overlooked it for far too long. “I think particularly the millennials and Gen Z are really pushing against that and pushing back, with their gender fluidity and kind of non-binary and sexually nonconforming identities,” Emil Wilbekin, founder of Native Son, adds optimistically. “I think it’s a great time for change.”
As we push for that change, brands have the power to not just play a role in the cultural conversation, but to help shape it, whether that’s choosing to reinforce traditional gender stereotypes or choosing to hold a mirror up to society. It’s a power they’re using more and more wisely. “Brands are becoming more aware when it comes to who their consumer is and what it means to meet them on their terms. It’s not about trying to ‘put a circle in a square,’ but rather embracing how dynamic they are,” says Aleesha Worthington, Senior Brand Director of Marketing at Scotch Porter. “Brands must first look at their mission statement and ethos to ensure that the messaging they want to deploy aligns with their core. Consumers can sense when something isn’t authentic and it will instantly set up the brand for unwanted backlash.”
After decades of advertisements too often dripping with sexism and misogyny and reinforcing traditional “alpha male” behavior, it’s time for brands to not only take responsibility for the impact their content has on consumers’ worldview and mental health—but actually help advocate for a more enlightened future free of toxic masculinity. The more we see it, the more we can be it.
