Are males in a crunch?

Photo by Jurica Koletić

Right now the world is in an interesting place. I'd call it "a period of growth." Most of us grew up with a strict idea of #genderroles and #societalnorms, but unless you live under a rock, you probably know that this is changing. These changes are heavily impacting men, women, and all who fall in between, but I find the changes regarding men to be the most interesting.

Quick question for you. How would you define a man?

I hope that in trying to answer this question you realized that it's a loaded question. All men are are unique individuals, all people are unique individuals, so how do you answer the question?

As in the past, today most people will say that a man is tough, powerful, and insensitive— I could continue listing these hegemonic ideas of masculinity, but I think you get the point. Society has created this idea that to be a man you must be a tough guy; even the word "manly" is defined as strength or bravery in the dictionary. Traditional adults and media have pushed this message long before you and I, and brands are starting to realize that isn't cutting it for the progressive men of 2018.

The heavy emphasis on the "tough guy" has come from media in all industries— sports, Hollywood, brand ads, and more. In sports men are expected to be aggressive and play through pain and injury. The idiom, 'rub some dirt on it' is even a famous saying amongst athletes. In Hollywood and brand ads, men are also portrayed as the providers and for lack of a better word, unpolished.

Now it's 2018 and almost everyone knows that not every man falls under the tough, manly-man, type that society likes to force upon us. Men aren't emotionless— they are human; men aren't machines—they can get hurt; and men aren't always the providers— they can take care of their family. In an opinion piece from Landor, the writer explains what the progressive men of our society want.

"Men aren’t just interested in manufactured ideals anymore; they’re also looking for brands that share their own newfound confidence and personal ideals."

As men start to voice their true feelings and demand better representation, ad companies and other media outlets are going to have to respond, or they will fall behind.

In this video men come together to talk about what it means to be a man. All come from different walks of life and are completely different people. This is an accurate representation of the men of the world. Brands must do a better job at targeting real men, not the false idea that media creates.

PS. Here's a funny commercial that you MUST see. HE Deodorant released a refreshing commercial that highlights the stupidity behind most branding. Although it was a moment to stand up for females, I found it relatable to this post. Enjoy!