--- title: Gillette cuts in on the new gender politics description: The best a man can be… Our Digital and Data Operations Analyst James Hazell explores how Gillette tweaked its message for a ‘woke’ world image: https://indicia.konicaminolta.com/hubfs/GettyImages-1053320432.jpg --- [**](https://indicia.konicaminolta.com/blog/gillette-cuts-in-on-the-new-gender-politics#) [![iww_logo_website](https://indicia.konicaminolta.com/hubfs/iww_logo_website.svg "iww_logo_website")](https://indicia.konicaminolta.com/) - Europe - Asia Pacific - Americas ![km](https://indicia.konicaminolta.com/hubfs/km.svg "km") ![James Hazell](https://indicia.konicaminolta.com/hubfs/0-4.jpg) James Hazell 18 January 2019 # Gillette cuts in on the new gender politics The best a man can be… Our Digital and Data Operations Analyst James Hazell explores how Gillette tweaked its message for a ‘woke’ world ![James Hazell](https://indicia.konicaminolta.com/hubfs/0-4.jpg) James Hazell 18 January 2019 The best a man can be… Our Digital and Data Operations Analyst James Hazell explores how Gillette tweaked its message for a ‘woke’ world Nike’s campaign with NFL activist Colin Kaepernick provided 2018’s big advertising controversy. We’re only two weeks into 2019, but it looks like shaving brand Gillette could provide this year’s major advertising talking point, with its campaign promoting a new kind of positive masculinity. Predictably, there has been an instant backlash against the brand. According to [Piers Morgan](https://www.dailymail.co.uk/news/article-6594295/PIERS-MORGAN-Im-sick-war-masculinity-Gillette-just-cut-throat.html), this new advert is trying to destroy masculinity. As I’m writing this, 649,000 YouTube viewers are outraged by the ad compared to 249,000 who like it. In a world where everyone is sick of hearing about Trump and Brexit, brands that show a political stance still stand out from the crowd and create endless discussion. Nike’s campaign with Colin Kaepernick was highly controversial and it had a lot of negative reactions. A few months on and the brand is still going strong. Not a huge surprise for a giant brand like Nike. Similarly, as the leader in its industry, the risks for Gillette’s brand with its new ad are small. For those who haven’t seen it yet, the ad highlights behaviours that have come to be known as ‘toxic masculinity’ – such as bullying, sexual harassment and sexist media reporting – and suggests that it’s up to men to be better and call time on such behaviour. They're right – If you're offended or worried about the #metoo campaign, you're probably worried that you've put a foot wrong in the past. Someone tweeted this the other day, and it hits the nail on the head. ![0](https://indicia.konicaminolta.com/hs-fs/hubfs/0.jpg?width=600&name=0.jpg)   Of course, change is scary, but moral compasses are shifting in this ‘woke’ era. Men don't have to do much, just adopt the habit of empathy. Brands are looking at where they fit in this landscape. Everyone wants to be seen as a good person, so why not do it by using Gillette? You probably use Gillette products already. As with Nike, I'll be using Gillette more. Why would I be offended by a brand promoting empathy? Mass generalisations like this are only offensive if you conform to the type. Masculinity isn't going extinct, it's just heading in a new direction. We're not the same people as we were in 1940, so I’m embracing change. I dream of a time when these issues aren’t issues anymore, and Gillette can go back to promoting its new 10 blade razor – assuming such a thing will eventually surface.     Share article ![](https://indicia.konicaminolta.com/hs-fs/hubfs/Email_asset_library/Heineken/Metaphore_P1/spacer.gif?width=30&height=30&name=spacer.gif) - First Name - Last Name - Company Name - Email* - Phone Number - What can we help with? * Please Select I would like more information about your services I have a general question / comment Looking for a supplier - How can we help? - Which services are you interested in? (can select more than one) Creative ProductionDataPrintRetailTechnology - Tell us more information about what you are looking for / what you need help with in regards to those services? - Do you know when your renewal date is for your current Creative Production contracts are? -Month -DayYear ![Pick a Date](https://cdn.jotfor.ms/images/calendar.png)Date - Do you know when your renewal date is for your current Data contracts are? -Month -DayYear ![Pick a Date](https://cdn.jotfor.ms/images/calendar.png)Date - Do you know when your renewal date is for your current Print contracts are? -Month -DayYear ![Pick a Date](https://cdn.jotfor.ms/images/calendar.png)Date - Do you know when your renewal date is for your current Retail contracts are? -Month -DayYear ![Pick a Date](https://cdn.jotfor.ms/images/calendar.png)Date - Do you know when your renewal date is for your current Technology contracts are? -Month -DayYear ![Pick a Date](https://cdn.jotfor.ms/images/calendar.png)Date - I would like to opt out of marketing information about relevant videos, podcasts and testimonials - unsubscribe - read privacy policy - Date -Month -DayYear ![Pick a Date](https://cdn.jotfor.ms/images/calendar.png)Date - Send - Should be Empty: ## Want more? ## How AI-assisted shopping will shake up the retail landscape → Author: Debra Wolf 17 June 2025 ## Key takeaways from Iterable Activate Summit 2025 → Author: Debra Wolf 16 April 2025 AI is just the tip of the iceberg for marketers this year. [![Visit blog](https://no-cache.hubspot.com/cta/default/185862/dc211b51-d5dd-4ec1-9197-0ebc8c14d5e2.png)](https://cta-redirect.hubspot.com/cta/redirect/185862/dc211b51-d5dd-4ec1-9197-0ebc8c14d5e2) [![Vector (4)](https://indicia.konicaminolta.com/hs-fs/hubfs/2023%20New%20website%20prototype/Vector%20(4).png?width=82&height=41&name=Vector%20(4).png "Vector (4)")](https://indicia.konicaminolta.com) Follow us on:  [Instagram](https://www.instagram.com/indiciaworldwide/?hl=en)    [LinkedIn](https://www.linkedin.com/company/indicia_2)    [YouTube](https://www.youtube.com/channel/UCBVjp4RG6-8U_pt8hG5QARQ) [Terms of use](https://indicia.konicaminolta.com/legal/terms-of-use)  [Privacy policy](https://indicia.konicaminolta.com/legal/privacy-policy)  [Cookie statement](https://indicia.konicaminolta.com/legal/cookie-statement)  [Modern slavery statement](https://indicia.konicaminolta.com/hubfs/Modern-Slavery-Statement_2025.pdf)  [Tax strategy](https://indicia.konicaminolta.com/legal/tax-strategy) Copyright ©2025 Indicia Worldwide   ![Web_trio_450](https://indicia.konicaminolta.com/hs-fs/hubfs/Web_trio_450.png?width=1800&height=450&name=Web_trio_450.png "Web_trio_450") [↑ Top ](https://indicia.konicaminolta.com/blog/gillette-cuts-in-on-the-new-gender-politics#) ![](https://px.ads.linkedin.com/collect/?pid=2784153&fmt=gif)