A Gillette video ad depicting toxic masculinity in the workplace, backyards, and other various places has sparked major controversy. Many people are questioning what this video adds to the conversation. It’s baffling number of downvotes on YouTube as well as Facebook comments and sentiments from both men and women claiming they will be boycotting Gillette are evidence that it has. Why? Has it struck a chord? It seems that a percentage of people think there’s nothing wrong with the negative behaviour this video shows. After viewing the comments it is clear that too many men think they are above reproach and are blind to the fact that there’s a problem with how society views and treats women. Not all men are violent, but too many are silent about those who are. In my opinion the issue boils down to men thinking there is no problem.
Instead of seeing a man boasting his sexual prowess, we see Gillette questioning if this behaviour is truly the best a man can be. We see cat-calling on the street, a boy being called a ‘sissy,’ and a board room where a man places his hand on a coworker’s shoulder as he says, “What I actually think she’s trying to say is…” Men should hold themselves and the men around them accountable for this perverse behaviour. The audience then sees examples of positive behaviour in the ad: a father telling his daughter she is strong as well as a man stepping up to stop his friend from harassing a woman walking by.
Gillette has taken stock and found that there is room for improvement and are using their platform to send out this message. As a consumer I would be more inclined to buy Gillette products after seeing that they are aligned with my values regarding basic human decency. Gillette has asked men to take a look in the mirror and ask themselves if these macho-masculine stereotypes such as competitiveness, dominance, and aggression contribute anything positive to society.
If nothing else this ad evokes questions like, “what can I do?” This video has sparked conversation and debate among generations. Yes, some people find it uncomfortable to speak about sexual harassment and bullying, but that underlines why it is needed. However, Gillette is not all talk. They have partnered with the Building a Better Man Project, which seeks to reduce violent behavior in men, and the Boys & Girls Club of America, which helps men develop better social and communication skills. It’s also donating $1 million a year for the next three years to U.S. non-profit organizations aimed at supporting men.
Men have the capability to change the world for the next generation, and that change starts by no longer saying, “Boys will be boys.” This is more than an ad, it is a reckoning.