This Boy Can: Brands, gender and the new masculinity

A growing global ‘boy crisis’ suggests that we could be, in fact, empowering the wrong sex. Of course, women are woefully under-represented in boardrooms and certain walks of life, with casual sexism and unconscious bias still endemic, but the difference is that we are all now familiar with the narrative around tackling these issues, thanks in no small part to groundbreaking campaigns such as ‘Like A Girl’ by Always, Sport England’s ‘This Girl Can’ and D