The Mistake of Ignoring the Modern Man
I, like most of the rest of the country, went to see “Top Gun: Maverick” recently. (And, no, this isn’t a movie review…) While I was undoubtedly impressed with the action-packed cinematography (the closest I will ever get to flying in an F-18!), I was struck most by the changes in Maverick. It was like running into the former prom king/star quarterback at a high school reunion after 35 years – and being pleasantly surprised at how he turned out.
Without spoiling the film for the handful of people who haven’t seen it yet, we got to see how the experiences of the past several decades had changed Maverick. Grief, loyalty, pride, duty, uncertainty, self-doubt, resolve, even love – Maverick expressed a remarkable range of emotion and depth of feeling. While there was still plenty of cocky confidence, we got to meet Maverick… matured.
Men written by women energy
Feel free to disagree, but Maverick, in my opinion, is a quintessential example of what they call?men written by women energy. If you’re on TikTok — and with over 1 billion users you probably are — you might have seen?or something similar as part of the trend of assigning?men written by women?energy?to celebrities, fictional characters, and men’s personalities or actions. It’s a stark contrast to the old male stereotypes depicted in books, movies, sitcoms (and ads!) since time immemorial.
The concept of male characters who are respectful, kind and unafraid of femininity is not new. However, thanks to this trend that continues to gain momentum, the phrase?men written by women?energy?became a way to describe some of our favorite characters from books and the screen.
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So, as a marketer, what does this trend have to do with you?
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Advisor, Operations Improvement at Teck Resources Limited
2 年Great article, Spawn Ideas, about “men written by women energy.” And well done on that GCI Father’s Day campaign. ??Thanks for recognizing that men have more depth than the macho stereotype. I think another effective, playful way for a brand to address the modern man can be to satirize the old masculine stereotypes…a la the Old Spice horse guy. But satire can always be a miss for some audiences and is, of course, not right for most brand voices.
Writer & Marketing Specialist
2 年Relying on stereotypes = lazy marketing. I'm proud to work for an agency that digs deeper!
STRATEGIC MARKETER | FRACTIONAL CMO
2 年I understand I'm behind the curve on the concept of Women writing for Men, but what a great concept and a refreshing take. As the Dad of two female 20 somethings, proud to be associated with this perspective.
President & CEO @ Spawn Ideas | Brand Expert | Marketing Strategist for brands that embrace adventure and well-being. | Trailblazer, Wayfinder, at-work Mountain Climber ?? | 50 Best Places to Work 11 years running
2 年The article asks and answers why men are changing. A far cry from the Man's Prayer in the old Red Green Show: "I'm a man... but I can change ...if I have to... I guess."
Associate Creative Director at Spawn Ideas
2 年Such an insightful article. ??