New Masculinity

An exploration of what it means to be masculine in an increasingly genderless future.

No more bumbling dads

Advertisers are refreshing not only how they represent mums, but how they portray dads too.

The male take on ageing

More Baby Boomer men are seeking brands to address the skin needs of this life stage.

The new toys for boys

The movement for boys’ toys that inspire emotional intelligence above raucous play.

Video: How are male mindsets changing?
Video

Video: How are male mindsets changing?:

Nine British men debate the changing face of masculinity in our insightful new film collaboration with director IGGYLDN.

 New Masculinity : Identity : Gender
EQ Toys for Boys
Video

EQ Toys for Boys:

Shifting attitudes among parents are driving a movement for boys’ toys that inspire emotional intelligence above raucous play.

New Masculinity : Youth : Family
The campaigns debunking male marketing myths
Video

The campaigns debunking male marketing myths:

Brands are defying stereotypes by demonstrating a more intimate approach to modern male identity that avoids...

 New Masculinity : Advertising : Fashion
Relationship Games
Video

Relationship Games:

Players and developers are exploring gaming’s potential to build positive, meaningful relationships between boys and men.

 New Masculinity : Media : Entertainment
Fernando Desouches breaks down the new macho

Fernando Desouches breaks down the new macho:

Fernando Desouches, managing director of New Macho at BBD Perfect Storm, explains why brands need to help men regain the ‘power’ to be...

 Branding : Marketing : New Masculinity
These brands are future-proofing dadvertising
Video

These brands are future-proofing dadvertising:

With the Advertising Standards Authority’s new guidelines on gender stereotyping coming into play, advertisers are refreshing not only...

 Dadvertising : Advertising : New Masculinity
Why male strength is no longer about physique
Video

Why male strength is no longer about physique:

Darren Barber, founder of Barber’s Gym and Boulder Club, discusses the changing attitudes to physical strength and masculinity.

 Wellness : Fitness : New Masculinity
Simon Isaacs on creating a digital world for Millennial dads

Simon Isaacs on creating a digital world for Millennial dads:

The co-founder of parenting website Fatherly discusses the act of becoming a dad, the value in video content and how to navigate the...

 Marketing : Retail : New Masculinity
Body-positive Men
Video

Body-positive Men:

With men still portrayed by advertisers as overwhelmingly slim, tall and muscular, there is an increasing desire to see new...

 New Masculinity : Wellness : Branding
Modern Male Medicare

Modern Male Medicare:

New pharmaceutical brands are launching online platforms that help to destigmatise men’s health problems.

Health : Wellness : New Masculinity
Dafe Oboro on changing attitudes among Nigeria’s youth
Video

Dafe Oboro on changing attitudes among Nigeria’s youth:

Lagos-based film-maker and photojournalist Dafe Oboro discusses his generation’s new-found sense of national pride and changing notions...

 Youth : New Masculinity : Marketing
Redefining Strength
Video

Redefining Strength:

Testosterone-centric gym culture is increasingly out of step with a new generation of men who want to become physically and mentally...

 Health And Wellness : Branding : New Masculinity
Men at Work
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Men at Work:

Bravado and competitiveness are becoming outdated traits in the workplace, as businesses turn their attention to improving male...

 New Masculinity : Workplace : Design
Can brands help detoxify masculinity?

Can brands help detoxify masculinity?:

Businesses have a key role to play in redefining what it means to be a man in the #metoo era.

New Masculinity : Advertising : Retail
Soft Masculinity
Video

Soft Masculinity:

In a world of toxic masculinity, a softer, more delicate and visibly feminine way to be a man is gaining prominence in East Asia and the...

 Youth : Beauty : New Masculinity
Girlswear for Boys

Girlswear for Boys:

The genderless children’s clothing sector has typically featured girls borrowing from the boys. Now, brands and organisations are...

 Fashion : Youth : Retail
Lessons in Manhood
Video

Lessons in Manhood:

A new awareness is emerging of the need for media and brands to provide examples of manhood that go beyond restrictive and...

 New Masculinity : Media : Wellness
Mature Men’s Beauty Market
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Mature Men’s Beauty Market:

Beauty products aimed at an older demographic are skewed towards women, but more and more Baby Boomer men are seeking brands to address...

 Beauty : Retail : New Masculinity
The young influencers redefining male identity
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The young influencers redefining male identity:

The teenagers redefining masculinity through streetwear, meme culture and fresh representations of heritage and identity.

Youth : Fashion : New Masculinity
Men’s Beauty Market
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Men’s Beauty Market:

A new kind of male beauty consumer who is not wedded to traditional masculine ideals is emerging.

 Beauty : Youth : Branding
Why streetwear should challenge masculinity

Why streetwear should challenge masculinity:

It is vital for future clothing design to subvert and confront perceptions of maleness, writes brand consultant Ross Wilson.

 New Masculinity : Male Identity : Identity
Male Positivity

Male Positivity:

New cultural initiatives are re-examining masculinity by focusing on mental health, body image and depression.

 Re-con Man : Masculinity : Mental Health
IGGYLDN on capturing the complexity of black masculinity
Video

IGGYLDN on capturing the complexity of black masculinity:

In his work, the artist and film-maker examines uncertain definitions of masculinity.

 Youth : Gender : Advertising
Neutral Culture
Video

Neutral Culture:

Historically, race and gender have been the most divisive markers of identity. And while they are a foundation of mainstream culture,...

 Neutral Culture : Diversity : LGBT

Related to New Masculinity

Identity crisis News

Identity crisis

Montreal – DELETE is an interactive exhibition designed to teach 8–12-year-olds about the vulnerability of their personal data.

DELETE : Generation I : The Sharded Self
BRIGHT BMBR Design Directions

BRIGHT BMBR

The BRIGHT BMBR is a jacket that has both a physical and digital identity.

Rochambeau : Avery Dennison : EVRYTHNG
Digital Citizens Micro Trends

Digital Citizens

At a time of great political turmoil, new digital tools are changing the nature of citizenship.

Democracy : Digital Citizenship : Politics
Reading reality News

Reading reality

US – Snapchat-funded online magazine Real Life is a platform that focuses on the interaction between society, social media and technology.

Snapchat : Real Life : Online Magazine
Migratory design News

Migratory design

New York – Transitions: Migration and Travel is a new exhibition that explores identity and belonging in the age of transient living.

Globalisation : Identity : New York Design Week
SXSW Interactive 2016: Boys won’t be boys Big Ideas

SXSW Interactive 2016: Boys won’t be boys

Austin – Fewer than half of US teenagers identify as exclusively heterosexual, according to a new survey.

SXSW Interactive 2016 : Gender Fluidity : Neutral Culture
Preview: Gen Neutral News

Preview: Gen Neutral

The growing debate around non-binary identities outlined in our Neutral Culture macrotrend is fuelling the rise of an inclusive, gender-neutral aesthetic.

Gen Neutral : Identity : Branding
Gen Neutral Design Directions

Gen Neutral

The rise of Neutral Culture is informing new visual typologies across the lifestyle sectors. Creatives are rejecting the traditional dichotomy of feminine versus masculine and inventing a gender-neutral language of sensuality.

Neutral Culture : Agender Retail : Beauty
Type Reinvented Design Directions

Type Reinvented

Digital art studio FIELD and typography company Monotype have created three digital installations that examine themes of language, space and the craft of creating new fonts.

Field : Monotype : Typography
Agender Design Directions

Agender

Selfridges is the first major UK retailer to adopt the Agender trend as its own with an inspiring range of gender-neutral concessions across its stores.

Selfridges : Agender : Studio Toogood