Young men on masculinity

Tuesday, 7 June 2022, 10am

Post-pandemic hopes, fears and dreams

After two years living through a global pandemic, which forced so many plans to pause, it’s easy to see why this young generation is trying to make sense of their place in the world.

From feelings around their identity, to their sense of belonging in the UK and fears of loneliness, young men are grappling with the weight of traditional expectations and in turn how modern masculinity is presented.

Our first Young Blood study in 2016 reported on an optimistic group that viewed the world as their oyster. In 2018, global events meant their faith in the world had taken a dive. Fast track to 2022 and the pandemic years have taken their toll, with an alarming majority of young men experiencing mental health issues within the last year.

This latest iteration of Young Blood turns its attention to the present state of modern masculinity in the UK. It puts what it means to be a man, the Gen Z generation, gender roles,

Subjects Covered:

Research findings
Brexit, identity & racism
Menthal health
Responsability Opinions
  • Sophy Vanner Critoph

    Leading our UK strategy team in delivering innovative, integrated thinking - from insights, approach and measurement, to cultural guardianship, channel strategy and amplification. 10+ years as a creative strategist and communications planner. One of Campaign's Faces to Watch. Previously Portas, FRUKT and Momentum.

  • Pippo Khalwa

    Pippo's broad tapestry of experience comes from both within the advertising industry and beyond. He first flexed his creative wings as a rapper and producer, before moving on to reselling – then designing – streetwear, and finally public speaking. Pippo is about social mobility.

  • Yusuf Ntahilaja

    In his role as Culture Exec, Yusuf pairs his robust problem-solving skills and insightful ideas with a deep understanding of myriad cultural worlds - from fashion and youth culture to music and football. With a background in Psychology & Philosophy and a recent master's in Visual Communication, Yusuf's approach is rooted in culture, creativity and consumer insight.

  • Matt Lumb

    War Paint For Men is the UK’s leading men’s makeup brand. War Paint is the most talked about and disruptive brand in men’s cosmetics and, in 2021, opened the world’s first men’s make up store. Prior to War Paint For Men, Matt was CEO at Tangle Teezer. In 2015 Matt was voted “Best Director - International Business” at the London and SE Institute of Director’s Awards.

  • Lillian Betty

    Lillian Betty is a Director of Client and Brand Partnerships at BEN group, leading the strategy for brand integration and Influencer collaborations - building multi-layered partnership opportunities for clients, brands and the creator community. Prior to joining BEN, she worked at eBay heading up Brand Partnerships.

  • Seán Doyle

    Seán Doyle is the global experiential marketing lead at Pinterest, the inspiration platform that draws over 400 million visitors every month. He and his team are responsible for owned and third-party events for Creators and Advertisers.

This session will cover

  • Introduction to young men on masculinity: Amplify's strategy director Sophy Vanner Critoph outlines the collaboration and introduces the key premise of the research

  • Key findings from the research

  • Thoughts and opinions from brand-side marketers