In VCCP’s latest Collaborative report, ‘Gender Agenda: Modern Masculinity,’ strategists from across the Group discuss and challenge the topic of Masculinity. Led by Charlie Gavshon - Kirkbride, Group Planning Director at VCCP London, and Nicky Vita, Joint Head of Planning at VCCP London, it is the first in a series of papers examining what gender and gender representation mean today.
A heightened focus on the representation of women in comms over the last few years has that meant masculinity has often been overlooked. In this specific report, we discuss the role which the Marketing & Advertising industry can play in portraying healthy male/ masculine role models and dynamics. We examine male identity today, how maleness is portrayed in comms, the impact this has on customer behaviour, and the techniques that marketers & agencies could look to use to better serve society.
There is no quick fix at hand, but our learnings should prompt and encourage a reevaluation of our current understanding and perceptions of modern “Masculinity” while giving our clients an advantage in understanding how to better speak with their male audiences while behaving as an empathetic and responsible brand.