In 2018, our collective understanding of what it means to be a man is undergoing a radical shift. As gender relations are reconfigured in the wake of the #metoo uprising of 2017, new, more nuanced versions of masculinity are emerging that go beyond constricting notions of physical strength and dominance.
Our new in-house presentation is designed to inspire your team to become part of the solution to toxic masculinity and engage with new consumer attitudes. Rising trends and design directions are uncovered to provide fuel for a system-wide appraisal of what manhood has become. The findings can inform future decisions in product marketing, workplace culture and corporate strategy in an increasingly genderless future.
Top: Duiro Magazine Vol. 2 The Marriage, photography by Eunji Jeong
Right: Crisp barbers by Ivy Studio, photography by Jack Jerome, Montreal
: Mindset Shifts
We assess how perceptions of manliness are changing, from the new-found allure of anti-macho Soft Masculinity in mainstream media to the evolving expectations of men in the workplace, as emotional intelligence becomes one of the most crucial skills to exhibit.
: Trends RisingThese include Girlswear for Boys, as brands confront the demand for gender-neutral children’s clothing; Mature Male Beauty, as Baby Boomer men dedicate more money to their aesthetic upkeep; and Modern Male Medicare, on how brands are destigmatising men’s health problems.
: Design Direction
Breaking free from outdated design cues, we explore more nuanced ways to portray the complexities of manhood through aesthetics, emphasising softer, more sensitive and vulnerable qualities of modern masculinity.
: Q&A Session and Toolkits
We offer a series of practical take-outs on how your team can implement these future strategies in your organisation. A dynamic Q&A session will help you to harness expert support intailoring the presentation’s most pertinent insights to your brand.
: New Masculinity film by IGGYLDN and David McGovern for The Future Laboratory
‘The Future Laboratory’s presentation did exactly what we wanted it to – offer a glimpse of even further ahead in a compelling and engaging way to prepare for what brands need next’
Maya Draisin, associate publisher and head of marketing, Wired
This visually arresting presentation brings The Future Laboratory’s unique research and insights to your team in an interactive setting, at a venue of your choice. It can be tailored to suit a range of contexts, from leadership programmes to concept development workshops, or as an inspirational keynote for your company conference. The accompanying PDF report provides further insights and enables you to share all content across your organisation.
Book now to help diversify the narrative around what it means to be a man in 2018 and beyond
Aleksandra leads the creative team at the Future Laboratory, which translates insights into immersive experiences on and offline and brings to life speculative visions of the future. With a background in critical design, she is an expert in developing far future scenarios that consider long-term implications of today’s trends. Since joining The Future Laboratory in 2014, she has worked with brands including UBS, Diageo, Google, LVMH and Design Hotels.