The masculinity debate is raging everywhere. But it’s looking in the wrong place.
While everyone obsesses over the politics, anger and algorithms of young men, millions ofmen of all ages are quietly living through one of the most significant shifts in gender dynamics. They’re not angry, they’re not radicalised, they barely know who Andrew Tate is. But they are retreating. They feel invisible – marginalised by culture and unacknowledged by those that used to speak to them.
ELVIS went out and talked to these men. This session launches this research, and what we found will challenge everything you know about the mass male consumer, shining a light on the huge missed opportunity sitting right in front of brands, entertainment companies, and cultural institutions.
In this panel, we’ll look to answer a question with real cultural and commercial stakes: How do you reach today’s Missing Men? With perspectives from bestselling author, broadcaster and host of the Man Made podcast, Pete Wicks; founder of cultural insight agency The Outsiders, Steven Lacey; and hosted by Will Barren, co-author of The Missing Men research study and Senior Strategist at ELVIS.