MODERN
MASCULINITIES

Myth vs. reality – are modern relationships dictated by age-old stereotypes, or are we missing the mark? Dive into the evolving narrative of masculinity and attraction and examine young men’s perception gaps. Discover what women truly value and how brands play an important role in shaping these ideologies.

Explore the paradox of connectivity and loneliness. Discover how digital natives face solitude despite vast online networks and see how gender influences social strategies for building and maintaining relationships in a world defined by social media.

Although polarising individuals can dominate the headlines, Ipsos data shows a different story: men do have positive role models, particularly among the younger generations. Learn how brands can harness these insights to foster positive masculinity and impact society.

Young men are actively searching for trust and guidance. The confident tone of social media content provides simple, immediate answers, creating a sense of authority that spreads far more quickly than complex, carefully reported news.

Explore the modern-day mismatch of masculinity and gender roles shaped by outdated societal norms, their evolution, and the challenges for men today to renegotiate identity amidst deepening divides and polarised beliefs.

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