The majority of young men do not define
themselves as masculine
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https://www.multivu.com/players/English/8097351-axe-praise-up/
TORONTO, May 8, 2017 /CNW/ - A new study sponsored by AXE
reveals that young men, ages 15 to 25, are shifting towards
inclusivity and acceptance. The study supports a growing trend
showing young men feel more comfortable to say things that may have
been considered taboo in the past, or to participate in activities
that may not have been socially acceptable.
The No. 1 men's fragrance brand in the world wants to push the
boundaries of masculinity by encouraging guys to find magic in
themselves, and their friends. To champion this, teens are invited
to participate in the first ever social movement that will
encourage Gen Z to stop and think about – and ultimately defy – how
society says a 'real man' should act.
The study revealed 70 per cent of young men have been told that
a 'real man' behaves a certain way. Young men exposed to this
message are more likely to associate masculinity with being
aggressive, desirable to girls, attractive, and tough, compared to
those who have not heard this message.
Traditionally, male youth shy away from sharing their emotions
because they're afraid of being vulnerable. There's a seismic shift
in how youth are approaching male friendships, which debunks
previous notions for how youth show intimacy or express feelings.
Sixty-nine per cent of young men who have supportive guy friends
said they are comfortable complimenting their friends on something
they did well, compared to only 47 per cent of those who do not
have supportive guy friends. Youth need the support and reassurance
from their peers in order to be satisfied and comfortable with
their outward behavior.
"Gen Z are consistently challenging the status quo," said
relationship and parenting expert, Dr. Karyn Gordon. "Teen boys are more confident and
independent than earlier generations, and are increasingly
receptive and accepting of individuality, rather than fitting the
traditional mold. This study underscores the importance of
maintaining supportive friendships to ensure young men are
comfortable being themselves and not subscribing to stereotypical
definitions of masculinity."
Two of Toronto's hero athletes
who support this ideology include Toronto Blue Jay Marcus Stroman and Toronto Raptor Kyle Lowry, who were first in line to
participate in a branded campaign dubbed Praise Up. The power duo
launched a series of online videos to encourage youth to tell their
friends about their 'something.'
"Our brand's bold new direction celebrates modern masculinity,"
said Dan Alter, Senior Marketing
Director, Personal Care, Unilever. "We're committed to taking
action and empowering youth to find their magic."
Other key findings from the Masculinity Study
include:
- 53 per cent of male friendship decisions are influenced by
their guy friends, while only 34 per cent impact decisions about
their appearance
- 69 per cent of respondents who have supportive guy friends are
comfortable giving a compliment on something their friend did well
vs. only 47 per cent feel comfortable giving a compliment who do
not have supportive guy friends
- Young men who have supportive guy friends take 6.5 selfies
before posting one to social media compared to young men who are
not supported by their friends take an average of 18 selfies before
posting one to social media
How to participate in Praise Up
The outdated and harmful norms of manhood limit guys'
self-expression, and AXE wants to change that. Praise Up is a
social movement that aims to empower youth to own the magic in
themselves and point it out in others.
To participate, record a video of you sneakily giving one of
your best buds props for what makes him special without him
knowing. Give him a shout out for his wit, his hair, his honesty,
his spontaneity, his unique skills – whatever his magic may be.
Post the video to Snapchat, share it on Instagram Stories, Facebook
and Twitter, using the hashtag #YouGotSomething and challenging
your friends to do the same.
About Unilever Canada
Unilever is one of the world's
leading suppliers of Food, Home Care, Personal Care and Refreshment
products with sales in over 190 countries and reaching 2 billion
consumers a day. In Canada, the Unilever portfolio includes
brand icons such as: Axe®, Becel®, Ben &
Jerry's®, Breyers®, Degree®,
Dove® personal care products, Hellmann's®,
Klondike®, Knorr®, Lipton®, Magnum®,
Nexxus®, Popsicle®, Q-Tips®,
Simple®, St. Ives®, TRESemmé®, and
Vaseline®. All of the preceding brand names are owned or
used under license by Unilever Canada Inc. The Unilever
Sustainable Living Plan commits to:
- Helping more than a billion people take action to improve their
health and well-being by 2020.
- Halving the environmental impact of our products by 2030.
- Enhancing the livelihoods of millions of people by 2020.
Unilever ranked number one in its sector on the 2016 Dow Jones
Sustainability Index.
For more information on Unilever Canada and its brands visit:
www.unilever.ca
To connect with Unilever Canada via Twitter follow:
@unilever_Canada
For more information on Axe visit: www.axe.ca
To connect with Axe Canada via Facebook
visit: www.facebook.com/axecanada
To connect with Unilever U.S. via Twitter
follow: @AXECanada
Join the conversation with #YouGotSomething
Snapchat: AXE Canada sponsored story
Twitter: @AXECanada
Facebook: @AXECanada
Instagram: @AXECanada, @mstrooo6 and @kyle_lowry7
SOURCE Unilever Canada