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Dove Men+Care Celebrates the "Caring Side" of Modern Men

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Unilever's Dove Men+Care is launching a new campaign, timed with the Super Bowl, that celebrates an evolved vision of masculinity. According to the brand, the 'Real Strength' campaign will celebrate the caring character of today's men, recognizing how care makes them stronger. The brand notes that masculine strength today is measured beyond traditional notions of power, affluence and muscle, and that 90% of men globally see their caring side as a sign of strength.1  Furthermore, 86% of men say that the idea of masculinity has evolved2 (compared to their father's generation) but believe that the way masculinity is viewed in media has not caught up.  

"The core of male masculinity today is rooted in his strength of character," said Michael Kimmel, celebrated masculinity author and researcher, and advisor in the Dove Men+Care 'Care Makes a Man Stronger' study. "Traits like integrity, authenticity and how he cares for himself and those around him are integral to how a man perceives his own masculinity today—versus physical strength, power and affluence that prior generations may have prioritized."

Dove Men+Care is bringing a new commercial called 'Real Strength' to the Big Game, offering a fresh take on the brand's viral 'Calls for Dad' film. The commercial celebrates men who embrace their caring side, which is no longer antithetical to being strong, but is instead the hallmark of modern, well-rounded masculinity.

A Study Of What Makes Men Stronger

Dove Men+Care embarked on a new global research study to uncover how men across the globe view masculinity and what truly makes them feel strong. The 2014 'Care Makes a Man Stronger' study was conducted in partnership with masculinity author and research expert, Michael Kimmel. The research revealed that while protecting and caring for others has always been important to men, what that means to his masculinity has changed.

The study revealed key insights such as:

  • 86% of men say that the idea of masculinity has changed versus their father's generation;
  • 9 out of 10 men today see their caring side as a sign of strength;
  • Only 7% of men around the world can relate to the way the media depicts masculinity;
  • 91% of men feel that they need to take care of themselves in order to be able to take care of others.
  1. 2014 Dove Men+Care 'Care Makes a Man Stronger' Study
  2. 2014 Dove Men+Care 'Care Makes a Man Stronger' Study

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