Why brands need to include men in the conversation about gender equality

Many men feel progress on gender equality has gone too far. Brands and business need to help men see how it helps them, too, says Ipsos’ Mallory Newall.
What the Future: Gender
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Half of American men agree that women won’t reach equality unless men take actions to support women's rights, according to a recent Ipsos survey. Yet 40% of them think efforts toward gender equality have gone far enough, or too far. Notably, just five percentage points separate women from men on this opinion. The gap by party identification is more dramatic.

It’s often said that men can benefit from shifting gender norms. But the data indicates that many Americans don’t see it that way, says Mallory Newall, a vice president in Ipsos’ Public Affairs practice.

“We all need to play a part in gender equality. That means men need to see what they stand to gain, too.”

When it comes to gender equality, brands and businesses must work toward a vision that includes and supports men. After all, they’ll play a role in creating that world.

American men and women see room to improve on women's equality but disagree on mens' role

 

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The author(s)

  • Mallory Newall
    Vice President, US, Public Affairs