How masculinity is shifting in advertising

The portrayal of masculinity in advertising has had a significant impact on how we as individuals perceive and construct gender roles. 

Ads have traditionally associated masculinity with traits such as dominance, emotional stoicism and the idealised "Ken"-type body.

Yet, if you take the time to ask men how they currently feel, according to the Dove Men+Care Care Makes a Man Stronger study, only 7% related to the depictions of masculinity seen in advertising today. 

From Gillette to Lynx to Adam Driver as a centaur, the abs, unrealistic hegemonic ideals and shots of women falling at men’s feet is, frankly, outdated (sorry, adland). 

In recent years, there has been a growing awareness of the negative impact of these traits on both men and the wider society.

At a moment of unprecedented creativity in men's fashion, music and sports, new voices and messages are emerging within our industry, challenging the stereotypes of what masculinity should and can be. 

Harmful gender stereotypes that were once the norm are also now being called out, critiqued and rejected by newer generations. Positive masculinity, diverse representations and a move away from portraying women solely as objects of desire (yes, I'm recalling those Lynx ads from the early 2000s), are becoming the norm. 

An industry that adland can learn from is fashion, which has played a significant role in shifting gender binaries and breaking down traditional notions of masculinity. 

One voice that offers a refreshing antidote to unrealistic masculine tropes comes from Alok, an American writer and performance artist, who has taken strides to "de-gender fashion” (stylised as #degenderfashion on social media) and do so within a movement that aims to blur the lines of the gender binary.

By championing the freedom found in embracing body hair, mini-skirts and dressing for pure joy, Alok is leading the conversation to embrace the power of fashion to shift culture.

This blurring of gender lines in fashion, and Alok’s #degenderfashion campaign, reflects a broader societal trend towards greater gender inclusivity.

Alongside influential voices such as Alok, we can also observe the impact of cultural institutions that are stepping up to move into a richer and more nuanced understanding of masculinity. 

Last year, the V&A Museum in London staged an exhibition entitled Fashioning Masculinities: the Art of Menswear. It explored how designers, tailors and artists – as well as their clients and sitters – have constructed and performed masculinity, in addition to unpicking it at the seams. 

As stated by Alessandro Michele, former creative director at Gucci: “In a patriarchal society, masculine gender identity is often moulded by violently toxic stereotypes. Attitudes, languages and actions progressively conform to a macho virility ideal that removes vulnerability and dependence.” 

In this context, the exhibition aimed to deconstruct the idea of masculinity as it has been historically established. By deconstructing masculinity in this way, we as an industry can challenge these harmful gender norms and promote more positive and healthy attitudes towards masculinity.

For brands embracing this shift in masculinity, it is important that they drive representation beyond campaigns, to create safe spaces for those representing non-traditional gender roles.

An effort is required from our industry to promote more positive and diverse representations of masculinity and to support social causes that are carrying out work in this space and in real life. 

One example of a brand achieving this is Gymshark, who recently introduced the "Deload barbershop" – a built-in "barber shop" space that allows men to comfortably discuss their problems with a barber trained in mental health issues. 

The initiative provides a “non-judgemental safe space” for men to open up, offload and have a chat while receiving a free trim. Gymshark has also hosted panel talks, with representatives from the advertising and sports industry discussing topics such as “Be the mate you’d want” and “Building real strength”.

Advertising has the power to serve as an indicator of what society considers to be socially acceptable and desirable. As advertisers, we can help shape more inclusive societal norms, challenge negative stereotypes of masculinity and motivate people to examine their motivations and promote healthy behaviour.  

To drive change, brands can use the strategies below to participate in this conversation and create opportunities for male representation that move beyond patriarchal tropes, into a richer understanding of masculinity.

Promote soft and positive masculinity
In a world of toxic masculinity, promote a softer, more delicate and visibly feminine way to be a man. Advertising becomes much more interesting when we acknowledge that men can be soft and have emotions. 

Showcase diverse bodies
Be diverse in your thinking and showcase all men of racial and ethnic backgrounds, body types and sexual orientations. 

Switch up gender roles
Switch up traditional gender roles by featuring men in non-stereotypical roles to promote more positive and diverse images of masculinity and encourage men to reject harmful societal pressures to conform to traditional gender norms.

Put ads into action
Support social causes that promote positive and healthy attitudes towards masculinity, such as campaigns to end violence against women or to promote mental health awareness among men.

Overall, embedding the shift in the perception of masculinity in advertising requires a conscious effort to promote healthy and positive attitudes towards masculinity, challenge harmful stereotypes and promote inclusivity and diversity.

By doing so, our industry can help to create a more accepting and supportive culture for people of all genders.

This piece was originally published by Campaign Magazine.