Understanding modern manhood to build more effective brand strategies.
As female empowerment has rightfully been under the spotlight in the mass and branding culture for a while now, there’s another part to the gender narrative that too often remains untold: men are changing too, and they are increasingly demanding to be portrayed more faithfully by brands.
The aim of this study is to unveil what’s behind modern manhood, highlighting the values, desires and tensions that new male generations are undergoing. Global insights, case histories and role models in the media and branding landscape help us understand how brands can step in to better connect to them and help them express their masculinity in a different way.
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