Brands Shame on the Body and Men’s Mental Health Crisis


Instagram partnered with Campaign Against Living Miserably for the CALM Body Talks, a suicide prevention charity, for CALM Body Talks, launched in response to a joint study of how men aged 26 to 40 feel about their bodies. It’s been 1 year. More than half (58%) of those surveyed felt negative emotions about their appearance, and 48% revealed mental health problems related to their feelings about their body.

And as we celebrate Mental Health Awareness Week in the UK, our findings young men about masculinity Research has found that a group of alarmingly young men aged 16 to 24 also struggle with body affirmation and acceptance. 86% of cis men and 95% of trans men believe that men face pressures on body figures and certain appearances. Thirty-four percent of cis and trans men consider this to be on par or better than women.

We surveyed all aspects of masculinity at the beginning of the year with more than 2,000 men aged 16-24 across the UK, with 61% believing brands to be responsible for shaping contemporary masculinity. We said that the question (46%) was not seen in the ad.

Indeed, the conversation about female body positivity accelerated and celebrated with notable campaigns including Sport England’s “This girl can”, Monki’s “Honest swimwear campaign” and Dove’s “Campaign for real beauty”, although the same conversation was widely It was not accepted. It is a brand that has a positive effect on the male body.

Although the ASA’s ban on gender stereotypes emphasizes the brand’s portrayal of women, the same level of scrutiny does not apply when it comes to depictions of young men, especially with regard to body figures. .

Some advertisements featuring female models have been criticized for promoting unhealthy body ideals by depicting an unattainable physique, but advertisements for young men have not received much attention anyway.

While discussing the effects of negative body image on mental health at a recent congressional committee meeting, James Brittain-McVey, lead guitarist for The Vamps, said he was only 14 when body image problems began. social media advertising From “Big American Surf Style Company” featuring a ripped model.

The sentiments shared by one survey respondent are summarized below: The reality is that men come in many shapes, sizes and identities.”

End of ‘Radbert’

However, many brands are consistently rewarded with more diverse portrayals of young men. When asked which brands best represent modern masculinity, survey respondents placed Lynx in the top 10.

Their most recent campaign, 2021’s “New Lynx effect,” embraces inclusiveness in a humorous tone, while choosing progressive role models across cultures, including YouTuber Chunkz and rapper Aitch, for a more inclusive and inclusive positive perspective. Lynx has made a significant step change.

safe social space

Body shame is rampant across social media platforms, from #dadbod to jokes about height, so brands need to create a safe social space. Young men scroll through countless images of #ripped bodies every day, and while women are more likely to encounter weight-focused trolls, for men, the conversation appears to be about heights that cannot be physically changed. Brands should prioritize resolving trolling issues and empower the social community to make it known.

Promote gender equality

By applying the same rules to both genders, brands can visually promote a healthier image of masculinity. Rihanna’s Savage x Fenty line has been lauded in the past for featuring women of different shapes and sizes, but when the brand launched a capsule collection featuring men’s plus-size models, the men’s lineup came in handy. It has been praised for its positive publicity for the body.

Brands such as Fabletics, Nordstrom and Old Navy were also praised for taking a positive stance using plus-size mannequins on their in-store women’s clothing, which over time across menswear. It is a movement that can be easily seen according to the

Broader Mental Health Conversation

Giving body shame should be recognized as part of the overall conversation about mental health awareness. Perhaps the most surprising statistic from our study is that of the 2000 young men surveyed, 81% had experienced a mental health problem within the past year.

Brands can’t talk about this most important conversation. Nivea Men’s powerful “Power in Numbers” film highlights the shocking fact that 50% of mental health problems begin before the age of 14. More work has to be done. To avoid an escalating crisis for the next generation, we challenge stereotypes about young men now.

Yasmin Arrigo is Amplify’s Global Brand and Editorial Director.

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