Over the past 10 years men have been portrayed as idiotic, coddled, domestically challenged buffoons, never to be trusted (especially with their own children). However, considering recent reports and failed brand efforts targeting contemporary men ... we thought we'd take a closer look. Check out our latest contextual piece exploring contemporary masculinity.

1. THE MENINIST
MOVEMENT
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AN INTRODUCTION - THE SOUND
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“Our society is becoming a
‘femocracy’ in which men
and masculinity are being
marginalized. The game of
life is increasingly played
by women’s rules; success
and failure measured by
women’s criteria... In this
feminized society, men who
act like women are clearly
preferred to men who act
like men.”
Michael Buerk, BBC Journalist
‣ GENDER EQUALITY
- Gender equality is more of a reality than ever
before
- Males and females find themselves facing the
same challenges and opportunities i.e.
competing for the same jobs, under the same
pressures, have the same aspirations
- Shared financial, emotional and domestic
responsibility is a given vs. a luxury
‣ GENDER FLUIDITY
- Gender traits are no longer mutually
exclusive
- More acceptable for men to display
feminine qualities and vice versa
- Success is now much more dependent on
the ability to adopt feminine traits i.e.
compassionate, collaborative, sensitive
FROM BOYFRIEND JEANS, TO TINA FEY, TO LADY GAGA ... OVER THE PAST DECADE,
WOMEN’S INCREASING SOCIAL POWER HAS BEEN UNDENIABLE
THE CULTURAL PRESENT - THE FEMINIZATION OF CULTURE

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HOWEVER, WITH THE RISE OF WOMEN CAME ‘THE FALL OF MAN’ ...
As women’s social power increased and gender roles flattened, men were left wondering ‘What
does this mean for me?’
Social scientists coined it a male crisis!
Educators were convinced boys need to be saved!
Media tried to over-compensate for men’s loss in power!
What’s left is a series of social impressions (or misconceptions) of what it means to be a man in
the 21st century ...
THE CULTURAL PRESENT - THE DEMISE OF MAN

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THE COLLEGE DROPOUT
With 60% of college graduates
being women and 66% of Ds and
Fs being given to boys, educators
and congressmen launch national
‘Save Our Boys’ campaign
THE UNEMPLOYED MALE
Men hit by the ‘Mancession’ the
hardest, accounting for 82% of jobs
lost in 2009, resulting in a
unemployment rate of over 12%
"We're at risk of having a generation of young males who aren't well-connected to the labor market and
who don't feel strong ownership of community or society because they haven't benefited from it."
Dr. Catalano, Professor at the University of California
MEN ARE STUPID.. MEN ARE LESS EMPLOYABLE..
THE CULTURAL PRESENT - THE DEMISE OF MAN

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Ryan Seacrest
Emerging Adulthood - Millennials given
social permission to delay adult responsibility
until their 30s, with guys being the slowest to
leave the nest - 55% of men 18-29 live at
home with their parents
THE METROSEXUAL
With ‘Queer Eye for the Straight Guy’,
manscaping, David Beckham and the
murse, came a more image-conscious
man in the early 2000s
MEN ARE CODDLED.. MEN ARE..WELL LESS MANLY
“What used to be regressive weekends are now whole years in the lives of some guys.”
Dr. Michael Kimmel, Sociologist and Author of Guyland
THE MAMAS BOY
THE CULTURAL PRESENT - THE DEMISE OF MAN

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THE DOUCHEBAG
The emergence of The Douchebag brought
us Pauly D and Barney Stinson, glamorizing
self-serving, womanizing, hypermasculine
behavior
THE DUDE
MEN ARE PIGS.. MEN ARE IMMATURE..
“Men today refuse to grow up and that’s making it difficult for women to find a decent mate."
Kay S. Hymowitz, Author of Manning Up: How the Rise of Women Has Turned Men Into Boys
Man-movies like Old School and The
Hangover celebrated guys, hanging out with
guys, doing guy stuff - typically involving
rowdy, boisterous ‘man’s play’ that never
ended up well
THE CULTURAL PRESENT - THE DEMISE OF MAN

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THE DEAD BEAT DAD
Fathers depicted in media as ill-equipped
and domestically challenged i.e. Knocked
Up, The Family Guy, King of Queens ... always
late picking the kids up from school, fighting
off a man cold, and unable to change a
diaper if his life depended on it
MEN ARE IRRESPONSIBLE..
Fathers given a bad wrap for refusing
familial responsibility, resulting in an
increase in single mother households in
the early 2000s - 62% of custodial mothers
do not receive child support
THE IDIOT FATHER
MEN ARE CLUELESS PARENTS..
“Man has been the dominant sex since, well, the dawn of mankind. But for the first time in history, that is
changing ... The change in modern labor, from backs to brains, has catapulted women to the top of the
work force, leaving men in their dust.” Hanna Rosin, Author of The End of Men
THE CULTURAL PRESENT - THE DEMISE OF MAN

9. THE MENINIST
MOVEMENT

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CONTEMPORARY MEN REALIZE CULTURAL
PERCEPTIONS ARE FALSE, EXAGGERATED
AND INCOMPLETE DEPICTIONS OF MEN
OUT OF STEP WITH WHO THEY REALLY ARE,
WHAT THEY TRULY VALUE AND THE KIND OF
MEN THEY ASPIRE TO BE
“It is annoying overcoming some of the
stereotypes that people have about men,
such as being dumb, meathead jocks
who only care about sports and cars.”
THE MENINIST MOVEMENT
TODAY, MEN ARE FEELING
MISREPRESENTED ...
THEY’RE NOT PIGS..in fact they respect
women
THEY’RE NOT IMMATURE..in fact they
welcome responsibility
THEY’RE NOT EFFEMINATE..in fact they’re
just in touch with their emotions
THEY’RE NOT USELESS FATHERS..in fact they
are more devoted than ever before!

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67% of guys agree that
real men cry
UNLIKE PREVIOUS GENERATIONS,
CONTEMPORARY MEN HAVE THE
FREEDOM TO CELEBRATE WHAT IT
TRULY MEANS TO BE A MAN
‣ He no longer feels defined by societal
misconceptions..
‣ He no longer needs to subscribe to outdated
notions of masculinity..
‣ He no longer has to prove his ‘manliness’ to himself
or anyone for that matter..
‣ Contemporary men are just interested in being
themselves
- Feeling comfortable in their own skin
- Revealing the depth, complexity of their
character
- Embracing maturity and responsibility
- Doing the things their fathers didnt get a
chance to do
‣ Contemporary men appreciate the freedoms of
being a modern man..they’re just waiting for
society and brands to catch up!
“To be a real man, one must
be himself”
THE MENINIST MOVEMENT - EMOTIONAL AND STRONG
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67%ofguysagreethat
realmencry
THE CONTEMPORARY MAN LIKES TO
FEEL IN CONTROL, BUT WANTS TO
FEEL JUST AS COMFORTABLE BEING
OUT OF CONTROL ...
‣ Baring it all doesn’t make him soft or feminine ... it
makes him human
- Finds it ridiculous to continue subscribing to
old fashioned male emotionality for the sake
of bravado
- It is his expression of how he feels that
signifies his true strength as a man - shows he
is comfortable with himself, his vulnerability
- Being mindful only strengthens his
relationships with his mother, father, wife,
children
‣ However, he also relishes in the opportunity to
demonstrate his conventional masculine traits
- Enjoys being a resource for advice
- Desires to be perceived as strong and
reliable
“Men need to be emotional ... hiding your
emotions is not masculine. If you feel it
you have to be it. You MUST be
authentic!”
THE MENINIST MOVEMENT - EMOTIONAL AND STRONG
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“Our bond is stronger and the respect has grown.
We now admire each other for being men. Not
for running touch downs and getting sacks. We
now feel like brothers and enjoy letting each
other know how important we are to each other. I
guess with age we learn to value each other.”
HE NO LONGER NEEDS TO LEAD TO
BE SEEN ...
‣ The ‘alpha male’ is an outdated concept for
contemporary guys - the whole is always greater
than the sum of its parts
- Admire each other’s strength, realize how
each member can benefit the group
- No longer afraid to show male affection -
share intimate truths without fear of ridicule
or disapproval
‣ For previous generations, male group activities
were often an escape from the pressures of work
or home life
‣ Today, male bonding is a celebration of
manhood - a time to ...
- Recognize how far they’ve come as men
- Learn how to become better men in the
future
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THE MENINIST MOVEMENT - A LEADER AND A FOLLOWER

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87% OF GUYS REPORT THAT IF THEIR
PARTNER EARNED MORE THAN THEM, IT
WOULDN'T BOTHER THEM
HIS DREAMS ARE VAST BUT
CONSIDERED ...
‣ Contemporary men desire to make their passion
their career ... and not the other way around
- Not just about being a provider, but being a
contributor to culture, to change
‣ He wants to be inspired by what he does
everyday ... and inspire others along the way
- Dockers gives away ‘Man Grants’ to
encourage men do what they love
‣ However, don’t confuse him for an idealist
- He realizes the challenges the recession has
placed on his generation
- Understands putting his passions into practice
won’t be easy. It will be up to him to find a
creative way to define his own success story.
THE MENINIST MOVEMENT - PASSIONATE AND PRAGMATIC

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“It’s a man who looks to the past for inspiration
about what it means to be a man, taking the best
from that time and leaving the cultural garbage,
like sexism, racism, and homophobia behind.”
Brett Mckay, Author of The Art of Manliness:
Classic Skills and Manners for the Modern Man
CONTEMPORARY MEN AREN’T AFRAID
TO LOOK TO THE PAST FOR
INSPIRATION
‣ Whether it’s growing a beard, enjoying an aged
bourbon, wearing a 3-piece Brooks Brothers suit, or
getting a straight edge shave at the barber ...
‣ Contemporary men enjoy engaging in traditionally
masculine values, past-times and aesthetic as a
means to celebrate the essence of what it means
to be a man
- i.e. Relaunch of Levis Vintage Collection 2011 -
1901 501 Jeans, 1920s Two-Pocket Sunset Shirt
- i.e. Newsweek ‘Mad Men Edition’ - featured
retro-ads from brands like Allstate and Dunkin’
Donuts
‣ Serves as a means to differentiate themselves from
women ... but not in an insecure way
- He simply wants to connect to a more self-
assured time
- Disapproves of dated, sexist principles and
adopts traditional, wholesome values like
honor, integrity
THE MENINIST MOVEMENT - LIVING IN THE NOW AND
BORROWING FROM THE PAST
58% OF MEN MISS THE DAYS WHEN
SOMEONE’S WORD AND A HANDSHAKE
MEANT SOMETHING

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BEING A ‘GOOD PROVIDER’ JUST
ISN’T ENOUGH ANYMORE
‣ Contemporary men simply have different
priorities. They understand the breadth and
depth of what being a father truly entails.
- As much about being emotionally present
than it is about being fiscally responsible
- Want to be invested in every milestone, every
minute
- Wouldn’t feel any less masculine taking
paternity leave
‣ Choose to father differently than previous
generations
- Father with time ...
- Father with patience ...
- Father with heart ...
- Father with support ...
- Father with humility ...
‣ Don’t feel they deserve any special attention for
it either, just a part of being a parent
50% OF GUYS REPORT BEING A GREAT
FATHER AND HUSBAND WHO TAKES CARE OF
HIS FAMILY AS THE #1 CHARACTERISTIC THAT
DEFINES BEING A ‘REAL MAN’
“Being a man doesn't mean not asking for
directions! Seriously, being a man means
being a great dad and being responsible
to your family. ”
THE MENINIST MOVEMEN - PROVIDER AND A PARENT

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“Guys today are neither the mindless, sex-
obsessed buffoons nor the stoic automatons our
culture so often makes them out to be. Our
community is smart, compassionate, curious, and
open-minded; they strive to be good fathers and
husbands, citizens and friends, to lead by
example at home and in the workplace, and to
understand their role in a changing world.”
The Good Men Project
THE MENINIST MOVEMENT

18. WHAT DOES THIS
MEAN FOR
BRANDS?

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65% OF MEN FEEL THAT NO
COMMERCIAL PORTRAYALS
OF MEN ARE ACCURATE
the truth is ...
WHAT DOES THIS MEAN FOR BRANDS?

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MALE CONSUMERS
HAVE BEEN
INUNDATED WITH
COMMUNICATION
THAT HAS CONTINUED
TO RE-ENFORCE
GENDER STEREOTYPES..
BEWARE:
‘Masculine’ messaging
that portrays men as
insecure
WHAT DOES THIS MEAN FOR BRANDS?

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BEWARE: Sexist
messaging that
portrays men as
douchebags
WHAT DOES THIS MEAN FOR BRANDS?

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BEWARE:
Gendered
messaging that
portrays men
as weak
WHAT DOES THIS MEAN FOR BRANDS?

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BEWARE:
Traditional
messaging
that portrays
men as idiots
WHAT DOES THIS MEAN FOR BRANDS?

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HOWEVER, SOME BRANDS REFUSE TO FALL VICTIM TO
OLD HABITS..AND OUR GUYS ARE TAKING NOTICE!
Dove Men celebrates him
feeling comfortable in his own
skin ...
WHAT DOES THIS MEAN FOR BRANDS?

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CHEVY ACKNOWLEDGES THE RELATIONSHIPS MOST
IMPORTANT TO HIM..
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Chevy spot: Son surprises his
father by refurbishing his old 65
Chevrolet Impala
http://www.youtube.com/watch?v=E_I9fyX0RhI
WHAT DOES THIS MEAN FOR BRANDS?

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DOS EQUIS REALIZES HIS ASPIRATION FOR MATURITY..
WHAT DOES THIS MEAN FOR BRANDS?

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WHAT DOES THIS MEAN FOR BRANDS?
GOOGLE CHROME RECOGNIZES THE ROLE HE PLAYS
AS A FATHER..
Google Chrome spot: Father uses the
web to document his daughter,
Sophie’s lie
https://www.youtube.com/watch?v=R4vkVHijdQk

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THERE ARE SOME KEY POINTS TO CONSIDER WHEN TALKING TO CONTEMPORARY MEN..
IT IS IMPORTANT TO RECOGNIZE WHAT IT MEANS TO BE A MAN IS CHANGING
AUTHENTICITY IS HIS MANTRA
He takes pride in always staying true to himself and gravitates to brands that are doing
the same. Encourage him to follow his passions!
HE REFUSES TO OVERCOMPENSATE
He is likely to reject hyper-masculine communication as he doesn’t feel the need to
prove his masculinity to feel secure.
HE EMBRACES MATURITY
Despite his appreciation for his youth he seeks out and celebrates maturity milestones.
Recognize his need to grow.
HE WANTS TO BE TARGETED IN AN EMOTIONAL WAY
He is comfortable with his emotions (and his expression of them!) and respects brands
who are secure enough to communicate to him on a deeper level.
WHAT DOES THIS MEAN FOR BRANDS?
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