Masculinity in crisis

The stereotypes which surround masculinity have long been out of touch with the real lived experiences of men, as Fernando Desouches, Managing Director of New Macho at BBD Perfect Storm explores.

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From the Marlborough man in advertising to the Mondeo man in politics, stereotypes which surround masculinity have long been out of touch with the real lived experiences of men. These stereotypes are demeaning to the individuals and potentially distracting for brands, attempting to sell an ideal, an aspiration that has long been out of touch with their audience.

Because if brands rely on outdated stereotypes of masculinity, they risk alienating the very consumers they are seeking to connect with. This was why New Macho was set up; to help brands grow through embracing a new narrative around masculinity. To identify what consumers actually want to see from the brands they buy from.

New Macho was set up by Fernando Desouches who is the programme’s Managing Director. It was designed to be the male expertise division within BBD Perfect Storm. The core principle at the heart of the division is that, for too long, men have been performing their masculinity rather than living it, something that Desouches joined Creativebrief's Editorial Director Nicola Kemp to discuss.

Speaker

Fernando Desouches | BBD Perfect Storm

Managing Director, New Macho

KEY TAKE OUTS

Don’t replace one stereotype with another. “We cannot go from one box to another box,” says Fernando Desouches, Managing Director of New Macho at BBD Perfect Storm, of the need for brands to broaden their representation, moving away from typifying men and instead equipping them with the adaptation needed to, “face and forge the future we need.”

Look to the future, not the past. For Desouches, he feels brands fall short when they focus on data based on how people felt in the past when what they should be focusing on is the future. This is where the opportunities lie if brands can fix their gaze on the changes happening to consumers and help to, as he says, “redefine the world”.

What should brands do? Desouches offers several pieces of advice for brands but opens by explaining that first and foremost; “brands shouldn’t tell men how they need to behave.” What they should be doing is representing their audience; help men understand the journey they’re on; and open up the definition of success. Ultimately, believes Desouches, “brands can help men to navigate life.”

Redefine what aspiration looks like. For too long, the parameters of what has been aspirational for men have been limited to fixed stereotypes, underpinning society for centuries. Desouches wants to see brands unpacking what is actually aspirational to men today and conveying that in their marketing and through their behaviour as a brand.

To read a full write up of the event, visit the dedicated BITE page, Masculinity in crisis

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New Macho is just one of the stereotype-busting campaigns which we’ll be celebrating at BITE LIVE 2020 this year. See the full line up for more amazing events which are all free to attend.