Gillette, a company owned by Procter & Gamble, released their “We Believe” ad a few weeks ago. It’s an ad that addresses issues such as toxic masculinity, sexual harassment and #metoo. If you haven’t seen the ad, here it is.
When I saw this ad, I applauded Gillete. I thought, “finally a company brave enough to take a stand against an injustice. The #metoo movement has educated us on how prevalent sexual harassment is in the 21st century, especially among celebrities and politicians. I’ve heard the excuses men use, excuses like, women ask for it because of how they dress, #MeToo is just a “male witch hunt” and I Was Drunk.
I celebrate this ad because it promotes the idea that men can, and need, to do better, men need to hold each other accountable, and women need to be treated with respect. The ad reminds us that young boys watch us and model what they see.
That is why I applaud this ad and this company. I have a wife and two daughters, and I want them to live in a world where they feel safe and equal. The ad didn’t offend me, even as a man, yet the backlash to the ad surprised me. Am I missing something? Am I different from other men. (That is not a negative thing either). Even after researching, I still don’t understand. Why is there opposition to an ad like this?
Business Insider’s article, People are trashing their razors, reports that some people have taken to social media to say they are boycotting Gillette and even posted photos and videos of themselves discarding Gillette razors.
Canada’s Global News’ article, Gillette’s new ad tackles toxic masculinity, says,
“The ad sparked wild backlash, with some arguing the company was ‘moralizing’ or ‘virtue-signalling.’”
Instyle’s article, Everything to Know About the Gillette Boycott, has a selection of Twitter reactions. Here is a sampling.
Hey [Gillette]. I have an idea, stay out of politics. Real men already stop other guys from acting badly. A razor company should want me to shave with your product. And, btw, I’m extremely masculine. And there’s nothing wrong with that.
So nice to see [Gillette] jumping on the “men are horrible” campaign permeating mainstream media and Hollywood entertainment. I for one will never use your product again.
Look [Gillette], I know your heart is in the right place. But there’s a line. And that line is where my razor blades start issuing me moral instruction.
The National Sexual Violence Resource Center (NSVRC) says, “In the U.S., one in three women and one in six men experienced some form of contact sexual violence in their lifetime.”
SexAssault.ca reports, “Of every 100 incidents of sexual assault, only 6 are reported to the police and 1 in 4 North American women will be sexually assaulted during their lifetime.”
It seems to me with statistics as alarming as these, that men do not stop other men from assaulting. Masculinity that harms the opposite sex is not something to be proud of. Men, at least some men, do need moral instruction. Treating others with respect and dignity is a virtue. That includes women.
I found an interesting article titled, 160+ Examples of Male Privilege in All Areas of Life. This article listed examples of male privilege, more than 167 privileges to be exact. This list made me think. Here are some examples related to this topic.
- are less likely to be the target of street harassment.
- can have a casual, friendly interaction with a stranger, like exchanging a smile or responding to a greeting, without worrying about that stranger taking it as a sexual invitation and telling you to “lighten up” if you don’t.
- can drink in a bar alone unbothered. In many other public spaces, including bookstores, coffee shops, festivals, and more. A woman alone is often assumed to be available for men to talk to and harass.
- can travel alone without worrying about being targeted for violence because of your gender.
- less likely to be stalked.
- less likely to be the victim of revenge porn.
- less likely to be killed by a partner. Researchers estimate that 40 to 70 percent of women who are murder victims were killed by a husband or boyfriend.
- less likely to be blamed for your own sexual assault based on what you were wearing.
- can stand in a crowded area, like on public transportation, without worrying about being groped.
A female once asked me (paraphrased) if I ever thought about my safety before going out alone. When I thought about that, I had to answer no. The female rebutted with, ‘as a women, I always do.’ Using the Internet, I did a comparison of safety tips for men verses women. What was interesting was there were countless web pages of safety tips for women. Most of those tips were to protect themselves from assault. (see Tips, as an example). When I googled ‘safety tips for men’, the pages I saw—and there weren’t many of them—were how to exercise safely.