Most people who discover The Five Stages of Masculinity do so because they are deeply involved with the subject of masculinity, either due to their own personal self-development or that of their clients (I speak to a lot of social workers and counsellors). However, I also work with businesses, which offers an interesting chance to utilize The Five Stages of Masculinity at scale. This month I have an article out in Campaign, Why Brands Need to Change Their Approach to Marketing Masculinity (audio version here), that offers a glimpse into how such conversations typically begin.
In short, I suggest that business clients might want to consider that for their purposes The Five Stages of Masculinity is actually The Five Segments of Masculinity, and that the model offers a more granular way of understanding male audiences than traditional forms of segmentation. The task then becomes one of figuring out the stage of the client’s audience and the types of message that would be meaningful to it.
I also try and tease out whether the client is interested in simply reflecting the stage of their audience or whether they are inclined to guide the audience to the next stage. I do this because ultimately I am interested in social transformation and business has a significant role to play in this process. I have yet to have a conversation with a business client who does not at least consider guiding to the next stage to be a worthy aspiration, which is a nice thing to be able to say in these challenging times.
Masculinity Coin: The Cryptocurrency for Men
I have a new project underway called Masculinity Coin. Masculinity Coin is an ERC20 token digital asset built upon the Ethereum blockchain.
Part cryptocurrency, part thinking tool, part art project, holding and trading of Masculinity Coin can be interpreted as either a celebration or critique of traditional masculinity.
Masculinity Coin draws attention to the masculine nature of the technological culture driving the rise in cryptocurrencies. Masculinity Coin also highlights a structural commonality between masculinity and cryptocurrencies: the meaning and value of both are based upon an ever-shifting social consensus. See the Masculinity Coin page for further details.
Certification in The Five Stages of Masculinity
Certification in The Five Stages of Masculinity is now underway. If you’re interested in learning more about this new model and gaining access to a significant amount of content exclusive to students, registration is now open on a rolling basis.