Why Masculinity Is the Elephant in the Room for Advertisers

New narratives are imperative in an industry that has been slow to challenge outdated gender stereotypes

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

“Brands are ignoring the problem. They now feel so uncomfortable depicting men because they don’t know how to depict them—so a lot of men don’t feel seen at all,” said Emma de la Fosse, chief creative officer of ad agency Digitas UK.

Speaking at a recent Adweek roundtable, which brought together industry leaders to discuss masculinity in advertising and media, de la Fosse relayed the issues advertisers must grapple with as cultural narratives about masculinity begin to shift.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in