A Brave New World

Reframing modern masculinity

Understanding how young men are negotiating ‘new masculinity’ and the implications for personal care


What does it mean to be a young man? In an era of #MeToo, hyper-feminism, gender fluidity and controversial male role models (e.g. Trump), the answer is no longer straight forward.

The Potential

The Leading Edge team helped our client to deeply immerse themselves in the lives and minds of young men, utilising a multi-staged ethnographic approach. We dug deep into how men navigate the changes in masculinity and their engagement with fashion/style, personal care and grooming.  Insights were then used to inform our client’s marketing strategies and tactics, including supporting a significant change in global communications direction.

We helped our client understand the cultural changes in masculinity and the resulting impact upon their category