Fernando Desouches, managing director of New Macho at BBD Perfect Storm, outlines the opportunities that exist for brands to change the narrative of what defines being a man.
‘I joined BBD Perfect Storm to help create a division that specialised in masculinity, focusing on how brands can talk to men and where men are headed. To us, this is a place of liberation and freedom from the traditional expectations of manhood. If brands don’t tackle this issue, they are at risk of disappearing because they will become redundant,’ says Desouches.
After years of addressing women’s position in society, brands are recognising that masculinity also needs to be repositioned to achieve true gender equality. Desouches discusses what is driving this increased attention from brands. ‘Men are slowly recovering their power. In the past, men gave that power to external sources like brands, which meant they felt they had to fulfil certain ideals to feel successful. There were a set of rules for demonstrating to others who you were as a man,’ he says.
‘We are slowly getting that power back. The movement for recovering that power needs to go from fear to freedom. So the message is positive, which the world needs right now.’
Read the full interview here.
Durag Series for OUT MAGAZINE, by The EveryMAN project