Breaking the rules of masculinity: Lynx ask if #itisokforguys to cry
By Daniel J. McLaughlin
There are four rules to masculinity, according to the Blueprint for Masculinity model developed by Robert Bannon: no sissy stuff; be a big wheel; be a male machine; and give 'em hell.
With these arbitrary rules set in stone, men have developed insecurities. Men are searching online for answers to the questions they can’t face asking out loud.
Lynx, the male grooming brand, has launched their #isitokforguys campaign to help guys turning to Google for answers.
The company has teamed up with celebrities, including Anthony Joshua, Wiley, Will Poulter, Tom Daley, Reggie Yates and MistaJam, to inspire men to be themselves.
Boxing heavyweight champion Anthony Joshua said: “I’m proud to look after my body in whatever way I can and yoga plays big part in improving performance, strength and flexibility. I’m working with Lynx to open up and help more guys be the men they want to be.
They are releasing a series of interviews and films that answer the most searched for questions on Google, including "is it okay for men to have long hair" and "is it okay for men to cry".
According to a study by Promundo, an organisation that works with men and boys to promote gender equality and prevent violence, over half of men believe they need to 'act tough' even they are feeling vulnerable or afraid.
The research delves into socially reinforced rules, including how men should look, speak, talk and behave, with 57 per cent being told they should behave in a certain way since childhood.
Rik Strubel, Lynx Global Vice President, at Unilever said there should be "no holds barred" on what men can or cannot do.
“We need to help more men by tackling toxic masculinity, head on.
"Our aim is to create an inclusive society where everyone – men and women – can be who they want to be. Data showed us what real guys around the world are asking Google about their own insecurities, so we put forward real guys with real answers.
"We want to tell guys that there’s no rules around how they should look, act or feel – they should be open and proud to be themselves.”