Published 29 May 2025

12 min read

A snowballing masculinity crisis is leaving rudderless men and boys seeking affirmation from extreme male dominance ideologies. Arresting this trajectory and offering men a positive place in culture (and society) requires bold brand roadmaps. We outline strategies including backing ‘progressive alphas’, reconstructing lad culture, championing a ‘boy joy’ bronaissance, safer self-care, realist educator-influencers establishing ‘flexible masculinity’ and enlightening entertainment.

Battle for Bro Culture: Manosphere Might vs Progressive Alphas

Reconstructing Lad Culture: Balanced Blokes, Mature Media & Boys’ Trips

Key Bronaissance Internet Slang/Content: Boy Joy & Soft Satire

Safer Self-Care

Realist Educator-Influencers Establish ‘Flexible Masculinity’

Enlightening Entertainment: Books & TV

‘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.

‘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.

Summary

Battle for Bro Culture: Manosphere Might vs Progressive Alphas

‘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.

Reconstructing Lad Culture: Balanced Blokes, Mature Media & Boys’ Trips

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.

Key Bronaissance Internet Slang/Content: Boy Joy & Soft Satire

‘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.

Safer Self-Care

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.

Realist Educator-Influencers Establish ‘Flexible Masculinity’

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.

Enlightening Entertainment: Books & TV

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.

Masculinity & Pop Culture: A New Roadmap for Entertainment, Brands & Social Media

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Topics

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Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.

We already arm more than 500 of the world’s most forward-thinking brands and agencies with the creative insights they need to make transformative business decisions.

We’d love to do the same for you.

Book a demo with us today to discover more.

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Masculinity & Pop Culture: A New Roadmap for Entertainment, Brands & Social Media

A snowballing masculinity crisis is leaving rudderless men and boys seeking affirmation from extreme male dominance ideologies. Arresting this trajectory and offering men a positive place in culture (and society) requires bold brand roadmaps. We outline strategies including backing ‘progressive alphas’, reconstructing...

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