Breaking out of the Man Box with Axe and Topman

The way brands speak to young men is changing to incorporate a more realistic, more sensitive idea of what it is to be a man, at a time when suicide among young men is at an all-time high.

Type “Is it OK for guys to …” into Google and you discover a huge range of anxieties that trouble the modern young man. Is it OK to be skinny? Is it OK to not like sports? Is it OK to wear pink? The list goes on and on and it gives the lie to some widespread preconceptions about what it means to be a man.

Modern masculinity

Men don’t do themselves any favours by frequently living up to a caricature that creates the sort of toxic masculinity that gave us Harvey Weinstein and sparked the #MeToo campaign. He’s just...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands