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A couple of words on the Gilette Toxic Masculinity commercial that's been making the rounds. It's both possible and necessary to commend a company for spreading a much-needed message while also recognizing that corporate messaging created the problem. 1/
The toxic masculinity culture we suffer through was built, in large part, not just on cultural norms and socialization but also the advertising industry that preyed on the inherent insecurities of men. Ads like this one help, but we also need to understand how we got here. 2/
Corporate messaging affects are reality, and so it's good to have these steps, but we also need to take a step back and recognize that a company like Gilette is largely doing this as a means of branding. There's segmentation here, a chance to stake out a position. 3/
When a company promotes progressive causes, sometimes they're doing it for the right reasons and sometimes they're doing it as a branding decision. That can both be good and harmful simultaneously. We've seen this for decades now. 4/
The system resists change for as long as it can until it recognizes that change is inevitable. Then it swallows the change, sanitizes it, and regurgitates it for maximum profit. That takes the sting out of the change and creates a new, different market. 5/
Gilette should be commended for its positive message and the good it will do, but we also need to simultaneously recognize the unhealthy affect corporate messaging has on us and disentangle ourselves from that manipulation. We can and have to do both at the same time. 6/
If you want to reward Gilette for their decision to tackle this necessary subject, by all means. It reinforces a good decision. But still be aware that this has its footing in manipulation and profit. We have to chew gum and walk at the same time, especially in this new world 7/7
