Post by Havas Creative Network

Is masculinity under attack or just evolving? That's the question at the heart of our latest Prosumer Report: Alpha Rise: Masculinity at the Breaking Point. We surveyed 11,000 people across 25 countries and found deep divisions: • 45% of men say masculinity needs defending. Only 32% of women agree.  • 62% believe men today are "softer" than previousgenerations, yet 78% say men need more self-discipline  • 61% think it's important for men to show emotions. But 63% also think it's important to show strength to command respect. The contradiction is clear. Men today face impossible expectations. To be vulnerable but not weak. Be strong but not toxic. Be ambitious but not dominating. Be a provider, a protector, a partner, and a peacemaker, all at once. Social media isn't helping. Algorithms reward extremes, not nuance. And young men, especially Gen Z, are caught in the middle. For brands, this is both a challenge and an opportunity. To show that masculinity doesn't have to be binary. That men can be strong and kind, confident and caring. #HavasProsumers #Prosumer #GlobalReports