Content Warning: This blog post discusses mental health, suicide, and domestic abuse. Follow the links to find support on these issues.
On International Men’s Day, we tend to reflect on the role men play in society, from personal lives to public spheres. While the day itself bangs the drum for men’s health, well-being, and achievements, it also casts a spotlight on how masculinity is portrayed. Whether it’s adverts for men or the culture within more male-dominated industries, marketing has had a big role to play in shaping the concept of masculinity.
Gender dynamics are more discussed now than ever before, and businesses need to evolve their marketing strategies to make sure they’re not just relevant and effective but responsible and inclusive, too.
How Adverts for Men Have Changed Over Time
There’s a long history of male-targeted advertising reinforcing specific (and often problematic) masculine ideas. In the past, marketing campaigns focussed on stereotypical male traits. Toughness, independence, and control were at the forefront. Cigarette brands like Marlboro pioneered the rugged, lone cowboy archetype, sending clear messages about what they believed it meant to be a man.
Source: Los Angeles Times
What worked in the past doesn’t anymore.
For a long time, these campaigns resonated. However, the depiction of men as emotionally detached, physically strong, and dominant figures has come under scrutiny for a few reasons.
Modern discussions around mental health and toxic masculinity have started to enter mainstream conversation, and brands are realising that reinforcing harmful stereotypes is just that – harmful. Increasingly, modern men want representation that reflects their reality: multi-dimensional, vulnerable, and complex.
Brands like Gillette have started to address this.
In 2019, their “The Best Men Can Be” marketing strategy took aim at toxic masculinity and encouraged men to embrace a more positive approach to what it means to be a man. The campaign was controversial (this isn’t always a bad thing), and was seen as something of a turning point in the evolution of adverts for men.
Above: Gillette’s ad encouraged men to challenge toxic behaviour in their peers.
Source: GQ
Masculinity in Male-Dominated Industries
In male-dominated industries like construction, engineering, and finance, representations of masculinity carry a lot of weight. Historically, they’ve been viewed through a lens of strength, logic, and leadership – qualities that society has traditionally assigned to men. For years, advertising in these sectors tried hard to reinforce the idea that masculinity automatically equated to power and authority.
As gender roles evolve, things are changing.
Even these traditionally male-dominated industries are rethinking their approach to marketing strategies. Research shows that men in these sectors are at high risk of burnout, extreme workloads, and pressure to perform. In turn, this can result in emotional repression, which is dangerous both for men and for those around them.
The end result can be harrowing, with men in male-dominated industries at statistically higher risk of severe mental illness and suicide. These are areas that International Men’s Day is focused on addressing.
Brands in these sectors need to think about their marketing strategies carefully.
Is the language they’re using perpetuating damaging stereotypes? Or is it challenging them and supporting a healthier, more inclusive narrative? For example, some companies are moving away from the hyper-masculine tone and focusing instead on teamwork, community, and openness in their content. This is an important cultural shift, and businesses could attract a more diverse workforce, too.
How Can We Redefine Marketing Strategies for Men?
The aim for marketers is to appeal to men without perpetuating or resorting to outdated stereotypes. Instead of selling strength, confidence, or the promise of sexual prowess, try to dig deeper and understand the complexities of modern masculinity.
Get to know the person, not the gender.
Like any demographic, men aren’t a monolith. So, the marketing strategies that resonate with one group might totally miss the mark with another. Tap into diverse male experiences, whether it’s fatherhood, career development, health, or emotional wellbeing.
Take Nike, for instance.
Their campaigns have increasingly focused on men overcoming personal challenges rather than physical ones. Whether it’s an amateur runner pushing through self-doubt or a father prioritising his family’s health, these ads strike a chord because they feel authentic. It’s a big shift from the days when Nike’s content was all about elite athletes and physical achievement.
Younger men are more in tune with self-expression.
The tight, old-school structure around gender boundaries is starting to loosen. More men are getting comfortable with the idea of engaging with products and experiences that were once thought of as feminine, like skincare and fashion. With the landscape getting broader, brands need to innovate in how they approach men.
Beauty brands like Dove Men+Care are already leading the way by talking about male vulnerability and care, not just physical appearance. It portrays men as fathers, friends, and core family members, too. It’s a far cry from previous male hygiene marketing that promised the consumer they’d quickly be set upon by crowds of adoring women (yes, we’re talking about Lynx).
Source: Dove Men+Care X
There’s Still a Way to Go
In certain sectors, the old stereotypes are hard to shake off. There’s a real risk of falling back into the lazy adverts for men of yesteryear. Selling the 2024 Euros as a beer bonanza has drawn big criticism – activist Phil Cain describing Budweiser’s ad as ‘quasi-religious.’
With the links between alcohol, men’s mental health, football, and domestic abuse well documented, it’s unsurprising that these marketing strategies are coming under much-deserved scrutiny.
Time to Rethink Your Marketing Strategy?
Marketing has the power to help shape the cultural narrative. As masculinity evolves, your marketing strategies need to keep up. Whether you’re operating in male-dominated industries or aiming to market products and services designed for men, it’s essential to step away from dated ideas.
At One2create, we understand the importance of nuanced, inclusive marketing that speaks to real people. If you’re ready to refresh your brand’s approach or want to reimagine your approach to marketing, get in touch with us today. We’ll help you craft campaigns that resonate with your audience, no matter who they are.
