Gillette’s New Ad on Toxic Masculinity is Breathtaking — and Necessary the title of a Scary Mommy article reads. I couldn’t agree more, my heart pounding as I watched the almost 2 minute ad. But, there’s something, something urgently important, the ad alone doesn’t address….HOW do we support boys and men.
The ad’s narrator says “something finally changed, and there will be no going back.” The Scary Mommy article retorts, “damn straight something finally changed. We’re speaking up. We’re demanding better from men. We’re demanding that men stop the cycle of harassment, of bullying, of toxic masculinity. Because (as is the conclusion of the ad) the boys of today will be the men of tomorrow.”
In their recently released statement Gillette begins to address “the how,” stating: “Thirty years ago, we launched our The Best A Man Can Get tagline….But turn on the news today and it’s easy to believe that men are not at their best. Many find themselves at a crossroads, caught between the past and a new era of masculinity. While it is clear that changes are needed, where and how we can start to effect that change is less obvious for many. And when the changes needed seem so monumental, it can feel daunting to begin. So, let’s do it together.
It’s time we acknowledge that brands, like ours, play a role in influencing culture. And as a company that encourages men to be their best, we have a responsibility to make sure we are promoting positive, attainable, inclusive and healthy versions of what it means to be a man. With that in mind, we have spent the last few months taking a hard look at our past and coming communication and reflecting on the types of men and behaviors we want to celebrate. We’re inviting all men along this journey with us – to strive to be better, to make us better, and to help each other be better.
From today on, we pledge to actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette. In the ads we run, the images we publish to social media, the words we choose, and so much more.
As part of The Best Men Can Be campaign, Gillette is committing to donate $1 million per year for the next three years to non-profit organizations executing programs in the United States designed to inspire, educate and help men of all ages achieve their personal “best” and become role models for the next generation.” The Boys and Girls Club is the first recipient!
We are at a precipice, Gillette realizes it, and we are finally talking about how to address Toxic Masculinity. Scary Mommy also features an article entitled Toxic Masculinity Hurts Us All. Here’s How We Can Fix It:
“The truth is that we swim in an ocean of toxic masculinity that we are just beginning to dive deep enough into to understand. While we need to teach all of our children the importance of things like bodily autonomy, consent, respect, and healthy expression, we have a steep hill to climb with our boys when it comes to gender expectations. For far too long, our society has harbored gender ideas that are not only harmful to women, but that hinder boys’ healthy social and psychological development.”
So much harm has come to boys and men, and in-turn girls and women, that the American Psychological Association has issued guidelines to help psychologists specifically address the issues of men and boys.
The Scary Mommy article suggests that the first step in “fixing” toxic masculinity is to recognize that it comes in many forms and that once we recognize it we need to interrupt it and “replace inappropriate messages with healthy ones.” This involves ditching messages like “boys will be boys” to stopping gender based insults — “you throw like a girl.”
As we look down from our precipice trying to determine how to best support our boys, there are many valuable voices to help guide us. Eldra Jackson is one of these voices. In a TED talk he bravely lays out the ingredients that make up the disease of Toxic Masculinity and offers brilliant steps we can take to help our boys. Read Eldra Jackson in his own words. While incarcerated he joined a group where he was asked “who are you?” Not having an authentic answer sent him on a soul searching mission that offers great insight into toxic masculinity.
I want to hear from you – how can we support our boys?
whatsaboymom 