‘Bro culture’ is besieged by the ascendant manosphere, a misogynistic online movement luring legions of men and boys seeking purpose and strength in male identity. We outline the risks and countermovements for brands to back: the ‘progressive alphas’ and ‘bro-coded’ influencers (including the premise of ‘jock insurance’) harnessing healthy self-assurance.

British 1990s/2000s lad culture, defined by an ethos of men’s media espousing fast-living machismo, is being reconstituted for today’s disillusioned men to present a kinder and more uplifting version of these same hobbies, dispelling sexist bravado. From football-and-pub blokes’ mental health honesty to a reboot of lads’ mags and brands rescripting boys’ holidays, we outline the Lad Playbook 2.0.

‘The bronaissance’, an internet culture movement that delivers refreshing takes on being secure in one’s masculinity (see Look Ahead 2025), offers a blueprint for brand messaging supporting the 52% of young men who say social media promotes damaging masculinity stereotypes. We outline key stereotype-busting content, including soft satire about male ‘wokefishing’ and vulnerability, championing ‘boy joy’ and rethinking male friendship.

The masculinity crisis extends to the rising pressure to ‘optimise’ attractiveness, especially on social media, which 50% of young British and American men say promotes unattainable physical ideals (echoing the sentiments of girls and women). Countering these tensions while encouraging men’s enriching self-care underscores providing more positive versions of male identity. We outline key brand opportunities and tactics.

In the UK, 41% of people (both men and women) believe ‘toxic masculinity’ is an unhelpful term. Finding new modes of discussion to dismantle the ‘toxic male’ trope, candid male commentators across social media, podcasting and publishing are turning difficult conversations about men at risk into a media priority, supported by thoughtful brand campaigns designed to help men open up.

Fictional entertainment has two core functions in this new roadmap: raising awareness of manosphere risks and delivering relatable and positive masculinity role models. We outline books and TV using inspired storytelling to enlighten parents, breed camaraderie among adult men and encourage young boys.