Man up! The science of masculinity in advertising
REPORT
6 Dec 2024
Man up! The science of masculinity in advertising

Society’s definition of masculinity is ever-changing. But as progressive interpretations of manhood spread, some people are moving to protect what they see as an important traditional identity. Canvas8 spoke to Toms Kreicbergs to understand the responses to brands’ depictions of masculinity.

Toms Kreicbergs

Toms Kreicbergs PhD is a lecturer and researcher at Riga Technical University (Latvia). Previously, he worked as a marketing strategist for various companies and advertising agencies. His research topics include social responsibility and business ethics, brand management, and consumer behaviour.

Bailey Bellingy

Bailey Bellingy is a behavioural analyst at Canvas8. After completing a BSc in social sciences, she joined the world of cultural insights. Throughout her degree, Bailey gained experience across social research methods, focusing on sociology, gender, and race studies. With experience on a range of qualitative projects, her practice focuses on incorporating diverse narratives. Outside of Canvas8, she can be found stocking up on Glossier or browsing Jane’s Patisserie for recipes.