It's Time To Redefine Masculinity

7/8/2019 9:26:00 PM

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.

Scotch PorterNow, more than ever, consumers are demanding that brands take a stand. According to recent research fromAccenture, 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

—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. 

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Omg why?! Being strong, responsible and affectionate does NOT prevent one from possessing self love & nor wld HE conflict w empathic & compassionate characteristics! Next time pls use non-Black men as models for marketing such a twisted mssg on profitability of feminizing men!👎🏾 No thanks. I'm content with my masculinity.

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Seagull With Diarrhea Barely Makes It To Crowded Beach In TimeNAPLES, FL—Describing it as a “real close call,” a local seagull suffering from an acute case of diarrhea told reporters that he was barely able to make it to a crowded public beach in time to relieve himself Monday. “Oh, man, I really had to go and there wasn’t a sunbather or occupied picnic table in sight—I honestly didn’t know if I could hold it,” said the gray and white seabird, who reportedly uttered a deep, contented sigh of relief upon finally reaching a densely packed group of beachgoers and releasing a voluminous torrent of loose fecal matter. “The last thing you want is to just go right there over the water or a bare stretch of sand. But thankfully I spotted a few families without beach umbrellas and was able to make it just long enough. Must have been some bad parking lot hot dog I ate.” At press time, the seagull reportedly felt another oncoming, urgent bowel movement and was rapidly racing toward the nearest convertible. Yikes Everyone knows the onion now... rip 😭😭😭😭

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Carl Banks Scotch Porter Now, more than ever, consumers are demanding that brands take a stand.EMAIL ME Simone Joyner/Getty Images The Rolling Stones perform live on stage during the 'No Filter' tour at The London Stadium on May 25, 2018 in London.52) DO NOT TELL ME TOM HANKS IS GONNA GHOST HER.Advertisement.

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. On Wednesday night (July 3), the legendary rockers performed a cover of "Mercy, Mercy" for the first time in 50 years at FedExField in Landover, Maryland. In recent years, we’ve seen countless women’s brands launch marketing campaigns centered around their value of female empowerment — Ladies First ” campaign from Keds. 54) Oh wait no he CAME BACK. But in recent years, the conversation around changing gender dynamics and achieving gender equality has shifted. “It’s a long time ago,” Mick Jagger told the crowd before performing the classic. 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.” Since opening the North American leg of their No Filter tour at Chicago's Soldier Field on June 21, the Rolling Stones have performed other rarities, including “Sad Sad Sad,” “Monkey Man,” “Rocks Off,” “Play With Fire” and “She’s a Rainbow. 56) OK sure Meg Ryan was mean, but he didn't tell her who he was and thought it would be funny to treat it as a joke.  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. 58) I hate that Meg Ryan is like,"maybe I was too mean. 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 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. 59) Cool. “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. 60) SHE IS CLOSING THE STORE!!!!!!!! NOOO.

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. Warner Bros. 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. 66) Tom Hanks showing up unannounced while Meg Ryan is sick. “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. 69) OH MY GOD he is still catfishing her and this movie could have been over by now. “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. 71) And Tom Hanks making a fat joke yet again proves this movie doesn't age well.

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. 73) There's only ten minutes left of this movie so it's bound to happen this time. Carrie Kerpen is CEO and co-founder of Likeable Media, an award-winning digital agency that achieved Crain’s 6th “Best Place To Work in NYC.” She is the author of WORK I.

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