MODERN MASCULINITY
ALEXANDER ZVEREV, Tennis Champion
What Does it Mean to be a Man Today?
Italian Fashion Brand Zegna reveals a Global Study with insights into the changing perceptions in Modern Masculinity.
80% of men globally say they have difficulty being their authentic selves in society.
71% of men feel that there has been a change in expectations related to masculinity over the past decade. 65% of men do not see themselves in examples of masculinity being presented to society today. These striking discoveries are just some of the many takeaways gleaned from a recent global study commissioned by Zegna that sampled 3,750 men and women across global cities and revealed today on the occasion of the International Men’s Day. The 45-question survey was conducted to better understand global views on masculinity and how these views have changed over time.
The research shines a spotlight on the stereotypes men face as they navigate evolving norms and expectations. 70% of male participants are aware that they are playing into masculine roles in their everyday environments: at work, with friends, and at home.
89% of male participants in China said they play up their masculinity at work, with 60% of male participants in the UK and 68% in the US agreeing. This suggests that perceptions of masculinity continue to affect men’s actions as the result of social pressures to conform.
Unsatisfied with traditional ideals, the survey also revealed that over 71% of male participants believe that there should be a more robust dialogue about the problems that can stem from today’s views of masculinity. 60% of male participants see the virtue of embracing qualities they view as traditionally feminine, such as sensitivity, while the majority still admit to having difficulty in sharing their emotions with friends.
Evolving side-by-side with men for 110 years, Zegna has always sought to garner a deeper insight into what modern masculinity looks like. With these findings in mind, Zegna’s ongoing “What Does it Mean to be a Man Today?” campaign aims to encourage self-reflection and genuine expression among men. Zegna’s approach is to foster openness and conversation, in an effort to transform how men see themselves, interact with each other, and engage with society as a whole. By sharing these insights and debunking myths about masculinity, Zegna hopes to challenge conventions and advance social change.
As Zegna embarks on a path of fearless exploration, the brand continues to welcome and embrace new meanings of masculinity. One hundred and ten years of constant observation of a man’s world now provides us with the opportunity to undertake such a challenge. Our values are solid at their core, but keep evolving with time. The next chapter for Zegna is to lead the discussion about new ways to be a modern man in order to contribute to a social and cultural evolution.
Zegna’s “What Makes a Man 2019 Survey” is a research study conducted by Kantar, a leading global market research firm. The study, consisting of 45 questions on the subject of masculinity, was conducted among 3,000 men and 750 women, aged 20 to 50 years old, across five key metropolitan cities — London, New York, Los Angeles, Shanghai, and Beijing.
