The Representation Crisis: When Advertising Fails Modern Men
OBU Newsletter on News about Modern Masculinity - 004
This week brought revealing insights into how modern masculinity is being shaped—and misunderstood—across digital platforms, advertising, and corporate leadership. Channel 4's groundbreaking "Mirror on Masculinities" research revealed that only 26% of young men regularly see advertising that reflects "the man they want to become," exposing a massive disconnect between how brands portray masculinity and how men actually want to be seen. Simultaneously, Pinterest released its first-ever men's trend report showing that male users now represent over one-third of its global audience, with Gen Z men embracing everything from Pilates (+75% searches) to male makeup (+50%) in what the platform calls a rejection of "toxicity you might find elsewhere online." Meanwhile, the grooming industry reported that skincare use among US Gen Z men has jumped 25% in just two years, reaching 68% adoption rates as "evolving perceptions of masculinity now celebrate self-care." Yet beneath these progressive trends lies concerning workplace data showing that male leaders are burning out at unprecedented rates, with 58% reporting high stress levels as outdated leadership models demand "relentless drive, hierarchical detachment, and emotional suppression."
These developments reveal a crucial insight: 2025 has become the year of the masculinity representation gap—where progressive men are evolving faster than the institutions, brands, and cultural narratives trying to reach them. As young men embrace vulnerability, self-care, and emotional depth, they're finding themselves increasingly disconnected from mainstream portrayals that still lean heavily on "narrow, glossy visions" of traditional masculine stereotypes.
News Snippets
Advertising Industry Faces "Gender Empathy Gap" as Only 26% of Men See Authentic Representation (Europe) Channel 4's comprehensive research revealed that "one third of young men rarely or never see examples of the man they would like to be in advertising," with over half believing "the pressure to be masculine is coming from women, not other men." The study exposed three traditional pillars still dominating male representation: Men as Builders (76% believe men should always have goals), Leaders (66% agree men should take charge), and Providers (60% see men as breadwinners). However, brands embracing progressive masculine portrayals show 37% better brand equity and 27% higher sales lift. Source: https://www.channel4.com/press/news/channel-4s-mirror-industry-brands-missing-mark-modern-masculinity channel4.com
Pinterest Reveals Men's Digital Revolution: From Pilates to Parenthood (Global) Pinterest's first men's trend report shows male users now comprise over one-third of its global audience, with "65% of men globally wanting to express their authentic selves online." Gen Z men are driving searches for Pilates (+75%), male makeup (+50%), and skincare exploration, while Millennial men focus on "milestone pictures (+415%) and smart parenting (+125%)." The platform positions itself as "an oasis for consumers, including men, with content that's seen as more positive, safer, and more trustworthy" compared to other social media platforms. Source: https://newsroom.pinterest.com/en-gb/news/the-pinterest-mens-trend-report/ pinterest.com
Male Leadership Crisis Emerges as Outdated Models Fail Modern Workplace (Global) BetterMen's latest research reveals that "Gen X and Millennial leaders are burning out at unprecedented rates, with 58% reporting high levels of workplace stress" as they struggle with "outdated models that reward relentless drive, hierarchical detachment, and emotional suppression." The study argues that "today's leaders face unprecedented complexity" requiring "not just vision but also vulnerability, not just intellect but also intuition." Organizations are calling for a fundamental shift where "modern male leaders must wake up to the unique challenges of our time." Source: https://www.better-men.uk/july-2025 better-men.uk
Gen Z Men Drive Skincare Revolution as Industry Adapts to Self-Care Masculinity (North America) Skincare use among US Gen Z men has "jumped 25% in just two years," reaching 68% adoption rates in 2024, up from 42% in 2022. This transformation reflects "a growing cultural embrace of inclusive grooming" and "evolving perceptions of masculinity that now celebrate self-care." The shift is driven by "fewer stigmas attached, making it a natural part of their daily routines," with the trend extending to Gen Alpha teen boys, suggesting continued growth in male self-care adoption across generational lines. Source: https://cosmeticsbusiness.com/gen-z-men-s-surging-skin-care-use-is cosmeticsbusiness.com
Keep the Conversation Going
Thank you for reading this week's OBU Newsletter on Modern Masculinity. As 2025 continues to reshape what it means to be a man in the modern world, it's clear that the conversation about masculinity isn't just evolving—it's experiencing a fundamental transformation where wellness, vulnerability, and emotional intelligence are becoming the new hallmarks of strength.
If these stories resonated with you, you might enjoy following my podcast Ordinary But Unique, where I explore modern masculinity, emotional well-being, and what it means to grow into ourselves.
🎧 Listen on Spotify: Ordinary But Unique
And if you have a story, a thought, about what it means to be a modern man, let’s chat!
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