Monthly Archives: January 2015

Masculinity is diminishing

“Masculinity is diminishing.” No, I wasn’t attending a #NotAllMen conference. Neither was I reading the end of year The Feminist report on masculinity levels around the world. This line is from a presentation sent by a client explaining the reason behind the upcoming brand refresh. This line is the rationale behind the brand refresh. Upon first read my instant reaction was that this line is why a brand is going to spend crores on a makeover because men aren’t important to them any more. Predictable Continue reading →