The debate about gender and identity is alive and kicking. The man is in crisis and his masculinity is toxic, according to the media. Brands that focus on men are participants in this debate, whether they like it or not. As a marketer, it is essential to understand why gender evokes so much discussion.
This article will delve into gender trends, and specifically, recent changes in the role that gender plays in consumer’s lives. We at TrendsActive have been tracking this development for more than a decade. In this article, we share recent findings on men and masculinity from social research and how to connect to changing values as a brand.