Gen Z and Soft Masculinity: Exploring Perceptions and Consumer Behavior in Fashion & Beauty Industry
Year: 2024
Type: article
Study design: Observational Study
Abstract: In recent years, there has been a notable shift in societal perceptions of masculinity. It ischaracterised by a departure from traditional masculine norms towards a more inclusive,emotionally engaged, and empathetic approach, also known as Soft Masculinity. GenerationZ, born between 1996 - 2010, are the most diverse generation, inclusive, digital natives andknown for their strong sense of individuality, social consciousness, and preference forauthenticity. Reports have estimated their global spending power of around $4.5 trillion by2025, making them one of the most significant target group. In this zeitgeist, there aremarket opportunities for fashion and beauty brands to capitalise on growing demand forgender-inclusive and emotionally resonant products. Through a comprehensive,mixed-methods research, this study observed a notable openness towards embracing soft masculinity and beauty-related products traditionally associated with femininity. However, the influence of peer pressure or gender stereotypes appeared to be less pronounced in beauty and skincare domain compared to fashion consumption.
Author: Aditya Mehta
Institution: GLS University
Language: English
Subfield: Marketing
Domain: Social Sciences
SDG: Gender equality
Open Access status: diamond
OpenAlex ID: W4402933060