Globally, young men are becoming less progressive, revealing a growing gender divide. Enter the "Bronaissance"—a cultural movement redefining masculinity. Stylus Magazine's Annie Corser explains.

Globally, an emerging gender divide is showing young men to be decreasingly progressive, with studies showing a growing chasm between young men and women repeating across countries including the UK, US, Germany and Tunisia. Illustrated by the resurgent ‘manosphere’ (a toxic-masculinity online content ecosystem), this trend makes it paramount that in 2025 brands confront the crisis in masculinity with nuanced cultural understanding.

A route forward? The ‘Bronaissance’. Akin to 2023’s  ‘girlhood’ explosion, which influenced product and engagement strategies in industries like fashion, beauty and art, the Bronaissance is an emerging cultural  roadmap that’s re-examining and redefining maleness.

One opportunity for brands is the championing of positive male role models in culturally resonant ways. Take nailcare brand Sally Hansen, which, in 2024, appointed NBA player Jared McCain as a global brand ambassador – especially apt as he’d previously faced trolling for his manicures. Together, they hope to “inspire a new generation to embrace their individuality without fear”.  “I think everyone should do some self-care for themselves. For me, it’s nail painting,” explained McCain in his promotional video.

The Bronaissance is being explored in entertainment and publishing, as well as on social media. British actor Danny Dyer’s 2024 Apple TV documentary How to Be a Man is an exploration of modern masculinity, men’s mental health and male identity. Meanwhile, Avoidance, Drugs, Heartbreak and Dogs is a mental-health memoir by British musician and broadcaster Jordan Stephens, who has been using his status to question issues surrounding modern masculinity for many years.

Additionally, online influencers such as Ben Hurst, self-help author and head facilitator at UK men and boys’ support agency Beyond Equality, are promoting anti-toxic masculinity narratives, contributing to the 'soft masculinity' movement. Staying with social, a strengthening  ‘dadfluencer’ cohort – like @DadsWhoTry, @Terry.lashley, and Dope Black Dads – stand as a rebuttal of reductive portrayals of dads’ attitudes, behaviours and feelings. The learning here is that brands should get specific about providing strong role models tied to real-life experiences that refute the regression towards toxic masculinity creeping up elsewhere.

Looking further into internet culture, earlier this year the Pop Culture & Media team at Stylus produced a video titled What’s Up with Looksmaxxing?, dissecting the current online pressures on men to look ‘ultra-masculine’. One key way brands can tap into the Bronaissance is by subverting ‘macho’ stereotypes through marketing that posits men’s beauty in all its forms as the new normal.

Brands that successfully navigate this landscape will likely resonate more deeply with their male audience by embracing evolving definitions of manhood and creating content or products that reflect these values.

Annie Corser is senior Pop Culture & Media trends editor at Stylus, the expert source for global trends intelligence and consumer insights.

www.stylus.com