Bowen Dwelle
Bowen Dwelle
E11 / Generative Action with Fernando Desouches
E11 / Generative Action with Fernando Desouches
E11 / Generative Action with Fernando Desouches
Monday 28th November 2022
Bowen Dwelle chats with Fernando Desouches about reshaping masculinity in marketing and society. Tune in for a fresh perspective on gender narratives.
45 minutes
Informative
Empowering
Thought-provoking
Engaging
Transformative
About this podcast
Author:
Bowen Dwelle
Overview:
Categories:
Spiritual & Personal Growth Journeys
Navigating Intimate Relationships
Body & Mind
Entrepreneurship for Personal Growth
Sobriety Toolkit
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Episodes:
28 (View all)
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Get the buttons here!Redefining Masculinity: A Conversation with Fernando Desouches
We needed men to care for themselves, and when we asked them: okay, we understand why you don't care for yourself. Of course, this brand is a brand that sells personal care products, so we want men to care more, for them to care the skin. But that was a little bit more than that at Unilever and other companies. We're going to create a product and we're going to figure out how to sell it to people. So what brings the difference is the brand.
Ever thought about how brands shape our understanding of masculinity? In this episode of 'Brothers and Teachers', host Bowen Dwelle sits down with Fernando Desouches, the Managing Director of the New Macho strategic division at BBD Perfect Storm. Fernando's mission is to help brands grow by promoting positive gender narratives, and he's got some fascinating insights to share.
From radically repositioning Unilever's Axe brand to challenging outdated stereotypes, Fernando is at the forefront of redefining how masculinity is portrayed in marketing. The chat kicks off with Fernando recounting his journey to this point, including a serendipitous discovery of dream yoga that led him to explore deeper aspects of identity and gender.
He then dives into the nitty-gritty of his work, explaining how Axe moved from a 'conquering' game to a 'connection' game, encouraging men to embrace their true selves rather than conform to traditional norms. But it’s not just about brands. Fernando also touches on the societal pressures men face, especially around fatherhood. He shares his own experiences, shedding light on the courage it takes to break away from rigid models of masculinity.
The conversation is both eye-opening and heartwarming, offering a fresh perspective on what it means to be a man today. So if you're curious about how marketing can influence societal norms or you're looking for inspiration on embracing your own identity, this episode is a must-listen. Bowen and Fernando's discussion is a reminder that change starts with questioning the status quo and daring to envision a more inclusive future.