Gen Z and Soft Masculinity
Exploring Perceptions and Consumer Behavior in Fashion & Beauty Industry
Bibliographic Data
| ID | 22196174 |
|---|---|
| Authors | Aditya Mehta (0000-0001-6932-2188, corresponding author) |
| Year | 2024 |
| Volume | 5 |
| Issue | ICETDA24 |
| Publication date | 2024-05-31 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | ShodhKosh: Journal of Visual and Performing Arts (JOURNAL) |
| Journal identifiers | ISSN: 2582-7472 • E-ISSN: 2582-7472 |
| Publisher | Granthaalayah Publications and Printers (PUBLISHER • IN) |
| DOI | 10.29121/shodhkosh.v5.iicetda24.2024.1287 |
| OpenAlex | W4402933060 |
| Language | EN |
| References cited | 3 |
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
Aesthetics · Art · Beauty · Masculinity · Perception · Psychoanalysis · Sociology · Generational Differences and Trends · Psychology · Social Psychology
| Highly cited | No |
|---|