Redefine Patterns of “Masculinity”

Healthy eco-masculinity can enable people to feel comfortable expressing their concern for the environment without fear of disrespect, isolation, or harm.

DESCRIPTION
Much of our target audience comes from strongly patriarchal cultures in which the media continue to represent dominant forms of “masculinity”. Reconstructing these paradigms, showing alternative ways and eco-masculinities, can contribute to social change in the long run.

WHY IT MATTERS
In many cultures, the social pressures associated with “masculinity” can unintentionally perpetuate harm to people and the planet. Healthy eco-masculinity can enable people to feel comfortable expressing their concern for the environment without fear of disrespect, isolation, or harm.

DO’S & DON’TS
Redefine the set of values.
Emphasizing masculinity in characters accounts for gender differences that are legacies of a culture that perpetrates social inequalities. Challenging this trend could show more sustainable and equal approaches.

Create new reference points. Foster main character designs that embody healthy values of mutual respect between humans, love towards nature, or sustainable behaviors. Champions can be make great examples to follow.

Ways to support this goal include:
Kind is the new Cool
Irresistable Veggies