Gillette commercial toxic masculinity

"Boys will be boys"

This phrase has been utilized to describe aggressive behavior that a tiny number of children present. As if, naturally or biologically, boys are more violent or aggressive because they are male. 

Here we are using “boys” and “children” because that is typically who this phrase is associated with. 

But, recently–and historically–this has been used to define away the behaviors of adult men too. We’ve also heard many iterations of “boys will be boys” form over the years, for example “locker room talk.”

Well, “boys will be boys” is no longer adequate.

It never was before, but now we’re doing something about it–apart from choosing dishonest politicians and businessmen.

This is about the new Gillette commercial toxic masculinity and what your organizational culture can get from it. 

What Exactly toxic masculinity? 

Well, toxic masculinity, or traditional masculinity ideology, is what occurs when we as a society educate boys that they aren’t permitted to show emotions; that any emotion is feminine and makes them dull; that the only emotions they should express are violence and aggression. Now let’s discuss what your company can learn from Gillette’s new ad? An excellent deal, but here are a few considerations to get you started.

Change is difficult but necessary

Gillette’s ad shows a very strange position on masculinity to what it’s been known for these past 30 years. Also this has been hard for a large number of people to come to terms with because on the whole, change is hard. Our brains are even hardwired to prefer negative results over uncertain ones.

Does this mean a brand should never change? Well, not.

As your startup’s business model, social expectations, customer requirements, technology, and enterprise requirements change, so also must your brand position and narrative. If you are unable to adapt, you run the chance of losing relevance while other more active brands take the lead.

Not everyone will encourage you — and that’s a great thing

Commentary about the ad has been especially heated, and why wouldn’t it be? It challenges the very nature of populist masculinity and taps into the slowly scrutinized #MeToo era of accountability.

During your startup might not be so controversial, there is a thriving expectation brand have an opinion on one of the many social and political issues dominating the news. 

A 2018 research found one in two people choose, switch, or boycott a brand based on its stand on social problems. As a new or developing business, this large portion of potential clients should be a real consideration when planning your marketing and content plan.

Well, there are various lessons to get from the Gillette ad. Most importantly: as a society, we want to do better accepting all people. As a workforce, we should celebrate those differences and work to destroy toxic masculinity from the workplace for good.