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虎嗅APP· 2025-10-20 14:12

Core Viewpoint - The article discusses the evolving landscape of masculinity in the context of social media and its implications for brands targeting young male audiences, highlighting the need for a shift towards healthier representations of masculinity [4][5]. Group 1: Male Internet and Opportunities - Increasingly, consulting firms are advising brands to focus on the "male internet" as a promising area for growth [6][7]. - A report by The Goat and YouGov indicates that 70% of young male respondents desire more male role models on social media, with 67% feeling that positive male figures are overlooked by media and brands [11]. Group 2: Characteristics of Male Role Models - Respondents identified key traits for male role models as kindness, openness about mental health, and humor, while wealth and follower count were deemed less important [11][12]. - The report shows that 52% of respondents believe toxic masculinity on social media contributes to societal issues, including violence and body image anxiety among young males [13]. Group 3: Impact of Toxic Masculinity - The article cites alarming statistics regarding youth violence in the UK, linking toxic masculinity to increased knife crime and youth homicides [13][14]. - Research indicates a significant correlation between toxic masculinity and mental health issues, with social media exacerbating feelings of anxiety and depression among young men [15][16]. Group 4: Brand Strategies and Initiatives - Brands are encouraged to engage with young men through relatable and sensitive marketing strategies, utilizing diverse influencers to resonate with their experiences [17][19]. - AXE's recent campaign, which promotes confidence over traditional masculinity, exemplifies a successful approach to addressing young men's concerns [20][22]. Group 5: Mental Health Awareness - There is a growing emphasis on addressing mental health issues among men, with initiatives encouraging open discussions about psychological struggles [22][23]. - Organizations are advocating for a healthier masculinity that emphasizes kindness and respect, aiming to create safe spaces for men to express their emotions [23][25]. Group 6: Market Trends and Consumer Behavior - Data shows a rising interest among men in skincare, alternative fashion, and investment, indicating a shift in priorities and interests [27][28]. - The growth of the male skincare market in China is projected to reach 20.7 billion yuan by 2026, reflecting changing consumer behaviors [27]. Group 7: Cultural and Societal Implications - The article highlights the importance of shaping positive male role models, as social media influencers are becoming key sources of guidance for young boys [29]. - A decline in support for extreme masculine figures, such as Andrew Tate, suggests a societal shift towards valuing emotional health and positive masculinity [31][33].