XX vs. XY

A look at key trends from both perspectives, from the planners at Leo’s and Holler

Discussing gender equality seems to make the XYs a bit nervous… interestingly none of the male planners in the building were up for writing this.

Inspired by an LS:N trends update on gender roles, we wanted to explore what masculinity really means in 2014, and look at key issues and movements impacting women today.

Mixing it up a bit, the planners from Leo‟s and Holler have joined forces:

Rebecca at Leo‟s telling the XX perspective and Bianca at Holler the XY.

The XX perspective:

Exploring 3 key trends

The Millennial generation has been brought up with

strong female role models.

My Mum worked, her wages were just as important as my Dad‟s. I was encouraged to go

to university and to have a career. I‟ve seen women fight on the front line, win Olympic

medals, earn millions, win Oscars - and one

(just one) was Prime Minister.

So why is feminism still an issue and why did I want to write about it?

"I'm one of the biggest

feminists in the world

because I tell women not to

be scared of anything."

“Hard Out Here’ is a new

feminist anthem.”

Are they Feminists?

We live in a world where Miley Cyrus and Lily Allen both claim to be feminists. Where Rhianna is criticised for saying that she isn‟t a role model, and Beyonce can‟t

seem to decide if she is or not.

We celebrate that 4 women run FTSE100 companies yet feel criticised by Sheryl

Sandberg for suggesting that we need to lean forwards in our careers.

I’ve looked at 3 key trends impacting the lives of

women in the UK right now.

To some it never went away, to some it‟s a

word that carries negative associations, or

lacks meaning altogether… But equality is

still an issue being fought for, evidenced by

a growing network of activists upholding

feminist ideals

Spearheading the movement currently is the Everyday

Sexism Project. There‟s a whole section on the Guardian

dedicated to Feminism. Caitlin Moran and Ryan Gosling

both claiming to be modern day feminists. Slut Walk. The

backlash against „slut shaming‟ (#bedofshame for anyone

who missed that particular gem).

1. Feminism

is having a

renaissance.

The Olympics brought us role

models of a very different ilk than

the pseudo-celebrities we‟d been

presented with for the past few years.

A true demonstration of the benefits of a

fit lifestyle, these „real role models‟ are

impacting what women view as inspiring

and desirable.

Type gym selfies into Tumblr and check out the

volume of posts. 90% of women who keep fit

say they do so purely for their own benefit.

Brands are demonstrating the trend: see Sure‟s

„Unapologetically Strong‟ and M&S „Leading

Ladies‟.

2. Women

are

celebrating

strength

It’s a myth. Women are rejecting the idea that having it all means trying to juggle a career with raising a family, maintaining a successful relationship, a healthy body and kick-ass social life (how are you supposed to do all that without having

a nervous breakdown along the way?).

Instead, we‟re choosing to do what makes us happy and healthy, even if it‟s not the norm.

Feminist site Jezebel put it quite succinctly: “Some women just don‟t give a shit about having it all”. Debora L. Spar‟s book „Wonder Women‟ advised women to stop pushing themselves to the brink trying to be perfect at everything. Sheryl Sandberg isn‟t to everyone‟s taste, but essentially encouraged women to work smarter.

3. We don‟t

want to

„have it all‟

Implications

for brands

1. Pay attention: – Listen to what is influencing your consumer and how they play

that back to you through Social

2. Demonstrate brand values through positive representation:– See Sainsbury’s and Jack Monroe, a brilliant move away from

celebrity millionaire chef to a single mum on a budget, who still embodies brand values

3. Ensure your talent speaks to consumers:– Not just a face, but a mouthpiece for your brand’s opinions

– Moderate and analyse what they say in Social and the response it gets

XY:

Exploring 3 key trends

I consider myself to be a modern

woman. I feel weird about not splitting

the bill, I try to do the DIY and like

Beyoncé, I buy my own things.

In a time when sista‟s are doing it

for themselves, what are the

mista‟s doing? How does society

define a modern man, and do we

still expect them to be „manly‟?

What does „manly‟ even mean?!?

Yes. I am aware its odd for me (a woman) to

be writing a males perspective. However,

being an objective bystander has its

advantages.

Besides I spoke to loads of blokes (including

dads and colleagues) and watched

„Mansome.‟ so I am pretty much an expert

now…

The modern man has evolved from metrosexuals, into retrosexuals and are

now… well no one can seem to draw parameters around it mostly because

these „parameters‟ seem futile. Career success or six packs are not the

symbols of „manliness‟ they might once have been, but after a lot of head

scratching, all the males (and females) I spoke to ultimately gravitated

towards similar perspectives.

That time Beckham wore a frock Modern man, traditional grooming

1. The

Death of

the Alpha

Male

The death of the Alpha

Male. The concept of

manliness being attributed

to

a dominant, potentially

aggressive figure that

considers themselves

superior, is just not the

compliment is might have

been in the late 80s.

Its decline in popularity

signifies men‟s waning

interest in one up man

ships, instead recognising

that power struggles simply

stifle creativity,

relationships and efficiency

to get shit done.

Brands will need to consider the images they attribute to manliness, as many men said they cant and wont relate to a lot the male models promoting ideals that perceive men as ‘muscular, promiscuous, party animals, who cant multi task or handle the flu’. They want brands to recognise that they want to collaborate, and articulate ideas with confidence and intellect not pissing contests.

The

implications

for brands

2. The

influence

of

Feminism

The current trend makers are

probably the first generation

that does not only exist

alongside strong women, many

have been raised by them.

The presence of

feminism has meant

modern men are not

restricted to being the

breadwinner, and are

capable of being

partners in a true sense

of the word.

Partnerships that have given

men the freedom to challenge

their roles at work, at home,

and in society.

70% say being a

„gentleman‟ and

„good manners‟

are what defines

a man today.

As a particularly articulate male rightly pointed out „men are no longer

defining masculinity by the things they have, i.e. jobs, cars, money.

Instead more men are thinking about masculinity as what you can

describe yourself as.‟

Men are increasingly using hobbies and

traditional qualities to define their masculinity.

Explaining the renaissance of „old man‟ pubs,

mate clubs (the modern equivalent to a

working mans club), craft beer, and beards.

The Old Spice guy‟s

pastiche of traditional male

advertising resonates,

because it recognises men

don‟t empathise with these

ridiculous male stereotypes.

The modern man blends

traditional qualities and

values of community and

camaraderie, with

„feminine‟ passions like

cooking or crafts.

Home life is a space where

men have until now been a

limited, either by their career

or by the expectations of

society. As this changes,

these new fluid roles will have

large impact on home, and

work.

‘Men are free’. This

was a popular,

almost unanimous

response, however it

is this same freedom

that has confused the

issue even more.

3. Men are

„free‟

While they are free to do as they will, men are

struggling to understand where the „line‟ is and even if

there is a „line‟ anymore. Men cook, clean, craft and are encouraged to experiment with personal

style, both society and feminism have „freed‟ them.

50% of men

agree with the

statement

„men cant be

men anymore.

Having said that, it feels as

though men are fast

approaching a tipping point;

more freedom to do, means

greater expectation to do it

all, breeding insecurities

when you don‟t achieve it

all.

While men have

never had it so good,

they are increasingly

expected to have it

all.

Having said that, it feels as

though men are fast

approaching a tipping point;

more freedom to do, means

greater expectation to do it

all, breeding insecurities

when you don‟t achieve it all.

While men have

never had it so good,

they are increasingly

expected to have it

all.

So, what does it all mean?

Men and women are on an even keel, technology and society have matured at

the same time to allow both sexes the freedom to engage in truly mutual

partnerships.

The roles are increasingly blurred and actually disappearing altogether,

meaning that society is no longer judging us by our genders, but our

personalities, values and skills. Neither of us really believe in the concept of

having it all in 2014 – to us, having it all means playing to our strengths. Truly

collaborating to celebrate our individual qualities and strengths, outside of

gender expectations, is the answer to a happy, fulfilled society. Not to mention

a functioning workplace.

We need to give ourselves a break, stop worrying about what is expected of us

and get on with a fulfilling life.