1、CONNECTING WITH MEN How brands can decode modern masculinity Kantar 2024|Men today face their own identity challenges,as they navigate changing societal expectations and grapple with outdated stereotypes.There is a crisis of masculinity,especially among younger people.And men of all ages and sexual

2、orientations are demanding more nuanced and authentic reflections ofthemselves.Brands have traditionally gone down the easy route in how they portray men.And thereality is that in todays world,not all brands are keeping up with who men reallyare.This report explores how by breaking stereotypes and p

3、ortraying men positively,brands can make stronger connections,predispose more people,and promote socialchange.The data in this study draws on insights from Kantars Brand Inclusion Index,Kantars ad testing database and a qualitative analysis of advertising in Brazil,Thailand,Trkiye and theUS.WHY DOES

4、 MASCULINITY MATTER TO BRANDS?2 Kantar 2024|Society and culture define masculinity,giving us direction about what behaviours and qualities men perform and hold.Ideals of masculinity shape mens roles at home,at work,and in public,and what is considered appropriately masculine has always been defined

5、in opposition to feminine qualities.Historically this depiction has often been monolithic offering a very narrow range of attributes and behaviours that are expected of men.This is being challenged,negotiated,and disrupted more than ever.And in fact,masculinities should be talked about in the plural

6、,because there is no one way tobehave.EXTREME EXPECTATIONS OF MEN ARE IN CONFLICT WITH ONE ANOTHER WHATS HAPPENING TO MEN?Theres so much at play.Masculinities are changing due to evolving gender norms that recognise a spectrum of identities,greater acceptance of LGBTQ+relationships,and an intersecti