Things That Matter

Recent Report Puts a Price Tag on How Much Outdated Standards of Machismo are Losing Everyone Money

A recent study conducted by Brazilian-based gender equality organization Promundo and Unilever-owned cologne brand AXE concluded that toxic masculinity costs the US economy at least $15.7 billion annually.

The study, entitled “The Cost of the Man Box” comes after Promundo and AXE’s 2017 report, “The Man Box”

And Promundo knows what they’re talking about–a Brazilian-based organization, this company aims to “prevent violence by engaging men and boys in partnership with women and girls”.

The original 2017 report investigated how harmful toxic masculine ideals are for young men. In the study, “The Man Box” was defined as a “rigid construct of cultural ideas about male identity”. According to the report, this construct included “acting tough, looking physically attractive, sticking to rigid gender roles, being heterosexual, having sexual prowess, and using aggression to resolve conflicts”. AKA: classic expressions of machismo.

In the 2019 report, “The Cost of the Man Box”, Promundo and AXE measured the economic cost of toxic masculinity by drawing from available public health data about negative incidents they believe are directly caused by warped ideas of what it means to be a man.

The incidents they believe are influenced by toxic masculinity are “traffic accidents, suicide, depression, sexual violence, bullying and violence, and binge drinking”.

“We already know that when guys have stereotypical ideas about manhood — like they need to be tough, not ask for help, and seem cool at all costs — they might be closed off, rude, or tell a sexist joke,” said CEO of Promundo, Gary Barker, in an interview with Teen Vogue. “What our study confirms is that the impact of these ideas go even further, and that they have real, economic costs.”

Barker also stated that he hoped the report will serve as a “wake-up call” to a society that values cold hard cash over less quantifiable factors like the negative social and emotional impact of toxic machismo.

As we know, Latina Twitter has a thing or two to say about machismo…

While many men think that acting tough and aggressive is a way to protect themselves, it’s actually costing them lucrative jobs and healthy relationships.

This Latina minced no words expressing what she thinks about machismo culture:

Sometimes, it’s hard to even tell what machismo culture is because it’s so deeply ingrained in our society.

This Latino recognizes that there’s a way to respect your culture while looking for ways for it to improve:

We’re making progress, but we still have a lot of work to do. Hopefully, reports like this one will keep pushing the dial forward.

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