The future of man
27 Sep 2018
Headline Theatre
Men are finally breaking down the boundaries of the stereotype that has defined them for years, and in doing so the doors have opened up for advertisers to think harder about how 21st Century man is made-up. Ex-Premier League footballer Leon McKenzie epitomises the real danger men face if they are expected to continue conforming to this stereotype, as he once lived in that alpha male environment where not feeling like he could show vulnerability or talk about his issues led him to the brink of trying to take his own life while seemingly living the life every boy dreams of. Book of Man editor, Martin Robinson, sits down with Leon to discuss what the man of 2018 really looks like and what advertisers can learn from this. How is he made up, what are his concerns, worries and successes? How does this change the way marketers market?
