Is Gillette right to change its tagline?

In the wake of the #MeToo and Time’s Up movements, our collective consciousness is arguably shifting. Gender stereotypes are being placed under a microscope, and we’re increasingly thinking about the impact toxic masculinity has on both men and women.

It seems very timely, then, that Gillette would reinvent its classic tagline: The Best A Man Can Get – which was launched 30 years ago to –  The Best Men Can Be.

The brand writes: “Turn on the news today and it’s easy to believe that men are not at their best. Many find themselves at a crossroads, caught between the past and a new era of masculinity.”

Gillette appears to believe brands have a responsibility to do better, and says: “From today on, we pledge to actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette.” The result? This advert…

The ad challenges certain stereotypes of masculinity – like “boys will be boys” and men catcalling women on the street – and turns them on their head, showing how damaging and unacceptable they can be. The new tagline has been altered to: The Best Men Can Be.

Gillette is also pledging to donate $1 million (£780,000) per year for the next three years to US non-profit organisations “designed to inspire, educate and help men of all ages achieve their personal ‘best’ and become role models for the next generation.”

The advert is a powerful one, and the fact Gillette is making an effort to tackle the structures of masculinity, has resonated with many.

However, not all of the reaction has been positive. For some, the advertisement rings a little hollow, and is just a way for a company to cash in on a hot button topic. Others believe there is no such thing as ‘toxic masculinity’ and the issue is being overblown.

What do you think? Are attitudes towards masculinity changing, and is Gillette right to change its tag line? Share your views in the comments below