Signals: Misogyny, Modern Masculinity And A Break From It All
A few signals that are all interconnected and paint a bigger picture of our time — both in social media and in values.
The concept of masculinity is in turmoil
Incel culture has been visible not only in news media (e.g. Yle) but also in entertainment. Netflix’s acclaimed miniseries Adolescence explores incel culture and misogyny among boys and young men. The series also highlights how incel culture impacts girls who have been subjected to boys’ violence. The creators have spoken about the topic and stressed the importance of parents being aware of what kind of content boys consume online.
The UK’s Prime Minister Keir Starmer recently announced new school curricula aimed at combating misogyny through communication and knowledge.
Since every phenomenon has its counterforce, there are also signals of a shift in the opposite direction:
In early 2025, the Finnish singer/songwriter Samuli Putro published a book about men’s struggles to talk about their feelings. Elämäni miehet (“The Men of My Life”) is an autobiographical work on envy, acceptance, and friendship. It tells a true story of fathers, childhood friends, colleagues, rivals — all the men who have shaped Putro. He reflects on why he admires or fears certain kinds of men, and what kind of man and human being he himself aspires to be.
The Jäbät ja tunteet (“Dudes & Feelings”) podcast, around which a community has formed, is another example. “Jäbät & Tunteet is a community and media platform that helps men feel better and connect more deeply with their emotions. When men are well and in touch with themselves and their feelings, society as a whole becomes healthier and more equal.”
Misogyny is driving Gen Z women away from social media
The online influence of figures like Andrew Tate and Donald Trump has begun to push Gen Z women away from social media. According to an Amnesty International UK survey, 20% of Gen Z women have either quit or are avoiding platforms altogether, most commonly X, TikTok, and Instagram. If this trend continues, what will social media look like in four years when Donald Trump’s presidential term ends? Will Meta collapse? Will it become a breeding ground for discrimination?
South Korea’s “prison vacations”
Since 2013, South Korea has offered the possibility of booking a prison-like vacation designed for a “mental reset.” Guests stay in small cells without phones, entertainment, or contact with the outside world. The purpose is to spend time alone in silence and reconnect with oneself.
Strategic perspective
The transformation taking place in social media reflects a broader societal shift. Brands and marketers must carefully consider where their audiences actually spend time: it is no longer a given that the answer is Meta’s platforms.
Could being present on social media in the future even work against your brand? We have already seen this with X: companies that remain on the platform risk being associated with Elon Musk supporters. Be prepared for change by reaching your audiences outside of social media as well, so your company can step away if being on a platform no longer aligns with your values.