HomeNEWSFragile masculinity sparks robust discussion

Fragile masculinity sparks robust discussion

The concept behind the hashtags is that this man-specific branding is evidence of extreme defensiveness on the part of male shoppers. The campaign implies that men can’t bear to pick up a product unless it explicitly bolsters their masculine identity.

However, given many users’ well-documented feelings on the Bic Cristal for Her pen, not to mention the mysterious fade-out of New Zealand’s own heavily-gendered food company, Mammoth Supply Co, we’re not sure this kind of marketing even appeals to the majority of consumers – male or female.

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