Guys have been told how a real man should behave. In a few words: never cry because it shows you’re weak, act brave and be strong. Since decades feminism has ruled the lives of a bunch of women in different forms, because we as feminists are as smart and strong as they are, right? Being vulnerable is something, which has actually never made it into an official dictionary. It has been concealed. But not anymore. Girls and boys start feeling comfortable sharing their real inner softness and struggles. Influencers and brands are inspiring them. With pleasure.
Pictures of pink flowery tattoos and ties didn’t stay unnoticed on Instagram the past couple of months. Also the music video Cranes in the Sky of Solange shares an overload of softness: the movements, the colours (yeah of course I’m talking about pink) and also the voice. It’s harmonious. Solange shares a story of fighting depression: “It’s like cranes in the sky. Sometimes I don’t wanna feel those metal clouds.” The lyrics are vulnerable, and the music video of Solange says “showing your inner softness is the right thing to do”.
AXE’s old fashioned masculinity changed into modern masculinity
But this is not the only reason radical softness is the new strength. Brands are also happy to share sensitive ads. Last May AXE came up with their new advertisement with hashtag #itisokforguys. Once it was a brand focussing on the stereotype man: the handsome, strong and attractive guy everyone wanted to be. Now it has radically changed their point of view: it is okay to be who you are, including your sensitivity, softness and insecurities. Axe even introduced their own YouTube channel where influencers were asking their “Is it ok for guys to..”-question. Like: “Is it ok for guys to drink soy milk“ and “Is it ok for guys to be the little spoon?“ Personally, as being a woman, I would like to answer these questions. Of course! I would like to order two soy-caps for some good energy, and when it’s completely out of our systems my sleeping beauty is allowed to be the little spoon. No doubt about that.
Youngsters admire the softness of brands
Beside Axe there are more brands focussing on the candy floss-softness. For example the barber shop Baxter of California. The company published their Life Lived True campaign. It’s about men and woman living in a land of dreamers. “True Angelenos live life according to nobody’s rules. They embrace individuality, and we embrace them. Because venturing beyond the ordinary is in our DNA.”
The evolution of the marketing rules for the male has changed radically the past couple of years. Softness and transparency about the real identity is above pretending to be some stereotype masculine guy. Modern masculinity is nothing else than pure softness and tenderness.
No doubt about that too.