GEN Z AND SOFT MASCULINITY: EXPLORING PERCEPTIONS AND CONSUMER BEHAVIOR IN FASHION & BEAUTY INDUSTRY
DOI:
https://doi.org/10.29121/shodhkosh.v5.iICETDA24.2024.1287Keywords:
Generation Z, Soft Masculinity, Fashion Trends, Consumer Behaviour, Beauty TrendsAbstract [English]
In recent years, there has been a notable shift in societal perceptions of masculinity. It is
characterised by a departure from traditional masculine norms towards a more inclusive,
emotionally engaged, and empathetic approach, also known as Soft Masculinity. Generation
Z, born between 1996 - 2010, are the most diverse generation, inclusive, digital natives and
known for their strong sense of individuality, social consciousness, and preference for
authenticity. Reports have estimated their global spending power of around $4.5 trillion by
2025, making them one of the most significant target group. In this zeitgeist, there are
market opportunities for fashion and beauty brands to capitalise on growing demand for
gender-inclusive and emotionally resonant products. Through a comprehensive,
mixed-methods research, this study observed a notable openness towards embracing soft masculinity and beauty-related products traditionally associated with femininity. However, the influence of peer pressure or gender stereotypes appeared to be less pronounced in beauty and skincare domain compared to fashion consumption.
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