INVISIBLE MAN
INVISIBLE MAN
The Invisible Man: Media’s Influence on Masculinity and Gender Roles through Masculine Archetypes.
The current discourse around masculinity couldn’t be
more relevant for those aiming to resonate with future generations of consumers. Yet today’s media and marketing continue to sell an image that doesn’t
reflect the modern Australian man.
This research highlights the disconnect between the version of masculinity portrayed by advertisers and the reality of the modern Australian man.
The current discourse around masculinity couldn’t be more relevant for those aiming to resonate with future generations of consumers.
Yet today’s media and marketing continue to sell an image that doesn’t
reflect the modern Australian man.
This research highlights the disconnect between the version of masculinity portrayed by advertisers and the reality of the modern Australian man.
In 2021, Australia entered a gender reckoning. From CBD boardrooms
to Canberra, gender inequality
was everywhere.
Yet 1 in 2 men think inequality doesn’t really exist (IPSOS, 2022). Equality is seen as a “women’s issue” to solve.
So our challenge was clear: engage the missing audience. MEN.
Be the Change is an initiative motivating men to join the fight
for equality, giving them the tools
to support women 360 days a year.
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