Also note that a ton of all shopping for men's consumption is actually done by women. My wife picks out most of my clothes, shaving foam brand, protein powder etc. Most men hate shopping and prefer it this way. So there's no upside to trying to play the gender wars in marketing.
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Why do you want to market to men in such an essentialized way? We're humans first, a specific gender second.
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That's a good analogy and an instructive example of why that thinking is wrong. Victoria's secret essentially marketed to what feminists call the "male gaze". Basically, marketing to women's views of themselves as seen through male eyes. It worked for a while.
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It has stopped working and VS stock is tanking, and it's gotten embroiled in the Epstein scandal too. Shows the risks of gender-essentialized marketing. Ironically, essentialized gender is necessarily marketed to all genders because it is externally referenced.
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Flip it, and marketing to essentialized ideals of men inevitably is marketing to the female gaze, so it has to track how women see men. So your best bet to do that is actually reshape what women think of as "hot" in men.
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I've seen your "tonic masculinity" tweets and I think you're basically barking up the wrong tree. Inverting the valence of "toxic" so literally is an ineffective and reactionary way to counterprogram woke demonizations of men.
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So you end up flirting with fringes of boring MRA/MGTOW ideaspaces, end up adopting usual derp about soyboys and NPCs and other crap, which is almost entirely projection, and end up alienating most men who are not actually so insecure that they model themselves on female gaze.
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Vastly more men resonate with (say) Homer Simpson or Rick on Rick and Morty than bronze-age paleo-olympic-athlete types based on humorless perfectionism in pursuit of essentialized ideals.
To market to men well, you need self-aware humor and acceptance of women in their lives.
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Basically, to market to men broadly, start with how the largest group of well-adjusted men see themselves. Don't start with an aspirational ideal. That appeals only to subset who hate themselves and want to be like someone else. Ie incels who want to be chads while hating chads.
