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    New Masculinity

    In the wake of the #metoo movement, it’s clear that today’s mainstream perception of masculinity is broken. But many brands are perpetuating old stereotypes that fail to chime with changing consumer opinion. Our New Masculinity series on LS:N Global shows why brands need to help detoxify masculinity, and how they can diversify the narrative around what it means to be a man in 2018 and beyond. 

    Drawing on this unique research, the New Masculinity report is packed with insights to help reposition and create campaigns and product lines that appeal more to today’s male demographic. In this report, we will map out the role brands can play in leading the search for meaning, from the moment boys come into the world to their first day at school, when they enter the workplace and when they become fathers themselves.


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