New Macho

How can brands find success in the new male landscape? Join us for an exclusive breakfast briefing: http://bit.ly/psnmbb1

I am thrilled and honoured to announce that I have been invited to join the Board of Equimundo: Center for Masculinities and Social Justice. As an institution dedicated to promoting gender equality and striving for a world free from violence, Equimundo's mission deeply resonates with my own values and aspirations. I am excited about the opportunity to contribute to such a noble cause alongside a team of passionate individuals committed to making a difference. Thank you to the Equimundo team, including Gary Barker, PhD, Giovanna Lauro, JOSE MIGUEL CAMPI-PORTALUPPI (He, Him, Él), Judy Chu, and Brian Malte, for entrusting me with this important role. And a special thanks to the team at BBD Perfect Storm | a B-Corporation New Macho for their continuous support. I look forward to collaborating. #equality #masculinity #marketing

I'll have the pleasure of speaking at the Creative Equals' RISE event on April 24th in London. We will be discussing with old and new friends how marketing with Diversity, Equity, and Inclusion delivers strong ROI for brands. In my case, I'll be discussing the way we portray men and boys in brand communication and the media. Are we leaving them behind in the DE&I discussion? What do men think about the way brands are talking to them? How does this impact them and their world? How can we do better for men, society in general, and business? It will be a full-day conference with fantastic speakers, including: Steven Bartlett, Founder, Investor, Podcaster 'Diary of a CEO' Cristina Diezhandino, Chief Marketing Officer, Diageo Nish Kumar, comedian, writer, political commentator Ije Nwokorie, Chief Brand Officer, Dr. Martens plc, ex-Apple Sara Denby, Head of Unstereotype Alliance Secretariat, UN Women Lee E., Global Brand Strategy Lead, the LEGO Group Claire Cronin, CMO, Chelsea Football Club Nathalie Nijhuis-Lam, ESG Brand Marketing Lead, Philips Gemma Greaves, founder Nurture, podcast host, fishbowl curator Dr. Rebecca Swift, SVP Creative, Getty Images Becky Verano, VP of Marketing, Reckitt Tom D'Souza, Global Innovation, Movember Rachel Lowenstein, Inclusive Innovation, Mindshare I am really looking forward to learning from these experienced colleagues. If you are interested as well, you can get tickets here:https://lnkd.in/eaKnzcCw BBD Perfect Storm | a B-Corporation New Macho

This episode of the WARC Podcast unpacks the two most important themes from the 2024 Marketer’s Toolkit for marketers: polarization and the state of masculinity. Fernando Desouches MD of New Macho discusses the masculinity crisis alongside Cathy Taylor and Sarah Coghlan. Young men in the western world, especially those hailing from historically marginalised backgrounds, face growing challenges with social and economic inclusion. In their search for a contemporary identity, some are being drawn to toxic role models online. As part of this conversation and our New Macho efforts, it’s important that brands adjust their advertising and influencer selection strategies to reflect emerging models of masculinity moving forward. Listen here: https://lnkd.in/eReYdvAe #ToxicMasculinity #NewMacho #Podcast #WARC #Polarization #Marketingtomen #Politicalaudiences

This is the beautiful award we received from UN Women UK and Unstereotype Alliance, yesterday at the UN Women UK Awards 2023. At New Macho, we believe that brand communication can help pave the way toward sustainable gender balance by portraying men and boys in a more progressive and positive way. It is only by challenging the current social construct of masculinity that the much-needed feminine can arise and create balance. Thank you to Tabitha Morton, Melda Simon (she/her/hers), Keith Weed, Sara Denby, Elspeth I'Anson, and all the team at UN Women and the UA. Thanks also to the brave brands and institutions that work with us to deliver our collective vision. Finally, congratulations to Jason Foo and the team at BBD Perfect Storm | a B-Corporation. Our hard work is visible, and it is already transforming culture. #genderequality #masculinity #marketing #awards