Hypermasculinity’s resurgence—5 ways marketers can adapt to the cultural shift responsibly

Clockwise from top left: Marketing for Call of Duty, Nike (“Winning Isn't for Everyone”) and Jaguar (“It’s Good to Be Bad”) has been criticized for a polarizing approach; Gilette’s “The Best Men Can Be” was seen by some as a disingenuous attempt to tap into the #MeToo movement. (Ad Age composite: Call of Duty, Nike, Gillette, Jaguar)

David Lazarenko

February 05, 2025 11:00 AM

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