Brands Face Backlash Over Performative Marketing on International Men’s Day 2025

As International Men's Day approaches on Wednesday, November 19, 2025, brands are caught in a growing tension: are they truly supporting men’s well-being—or just selling products under the guise of activism? The debate reached a fever pitch after LBBOnline published a blistering editorial stating, "In 2025, we don't need more celebration days. We need brands capable of philosophical thinking, capable of speaking to men without re-centring..." That line, simple and sharp, has echoed across marketing boards from Mumbai to Melbourne. The official theme this year, "Celebrating Men and Boys," is clear. But the execution? Far from it.

From Campaigns to Consciousness: What Brands Are Actually Doing

This year, several companies have moved beyond rainbow logos and hashtag fatigue. MediBuddy, an Indian healthcare platform, launched #MensHealthMatters—a campaign built on hard data: nearly 68% of Indian men delay medical check-ups until crises strike, and over 40% with depression never seek help. Their ads don’t show men lifting weights or grinning in suits. They show men sitting alone in waiting rooms, hands trembling, staring at a phone they won’t call. "We’re not selling medicine," said MediBuddy’s head of communications. "We’re selling permission to be vulnerable." Meanwhile, Elver, a lesser-known consumer electronics brand, turned earbuds into emotional symbols. Their #ChanceToConnect campaign features quiet, 30-second films of fathers listening to music while their children sleep, of construction workers pausing mid-shift to breathe deeply. "It’s not about sound quality," one creative director told Medianews4u.com. "It’s about giving men a reason to stop, and not feel guilty for it." METRO Shoes in Mumbai extended its "Modern Man" narrative from Father’s Day, highlighting men who change diapers at 3 a.m., who take unpaid leave to care for aging parents, who cry at their daughter’s graduation. "We don’t want to make men heroes," said METRO’s marketing lead. "We want to make them visible." And Harfun’s "We've Got Your Back" campaign features real men—teachers, truck drivers, nurses, single dads—talking about the weight they carry. One video shows a man in a rural village, stitching his son’s school uniform while watching him play cricket outside. "I didn’t know I was supposed to be proud of this," he says, voice cracking. "I just did it."

The UK’s Playbook: Guidance, Not Gimmicks

Behind the scenes, UK Men's Day in London has been quietly shaping corporate behavior since 2018. Led by Dr. Oliver Samson, the organization doesn’t just encourage participation—it prescribes it. Their 2025 toolkit includes specific messaging: "Supporting men and boys," "We take men who contact us seriously," and the quietly powerful, "Caring for men, cares for everyone." They recommend tangible actions: "Signpost men to charities," "Create videos on male cancer screening," "Host ‘Dads of the Year’ awards." And they offer downloadable certificates—yes, real paper ones—for companies that run "Community Man of the Year" programs. "It’s not about virality," Samson said in a recent internal memo. "It’s about consistency. One man who feels seen this November might not kill himself next March."

The Six Pillars: More Than a Checklist

International Men’s Day isn’t a marketing opportunity—it’s a framework. As outlined by Jagran Josh, it rests on six pillars: promoting positive male role models, celebrating contributions to family and environment, addressing physical and emotional health, confronting discrimination in law and services, improving gender relations, and working toward a better world for everyone. In India, schools are now teaching boys to admire empathy over dominance. Social media is flooding with stories of fathers who cook dinner, change diapers, and still show up for overtime. NGOs are sharing videos of men caring for dementia-stricken mothers, something once considered "unmanly." And yet, the shadow looms. In 2024, 4,700 men died by suicide in the UK alone. In India, male suicide rates are rising fastest among men aged 25–34. That’s not a statistic. That’s a generation of men who felt they had no one to talk to.

What’s at Stake: Authenticity vs. Aesthetics

The real danger isn’t that brands are participating. It’s that they’re doing it wrong. A billboard that says "Happy International Men’s Day!" with a man in a suit holding a beer? That’s noise. A 12-second Instagram reel with a voiceover saying "Men are strong"? That’s reinforcing the very stereotype that kills. What works? When Spinny didn’t run ads for cars, but instead posted testimonials from men who used their platform to buy used vehicles so they could drive their kids to school after losing their jobs. When Manforce Condoms partnered with therapists to offer free counseling sessions to men who bought their product. These aren’t campaigns. They’re commitments.

What’s Next: The Global Live Event and the Real Test

On November 19, 2025, from 3:00 PM to midnight AEDT, International Men's Day will host a 9-hour global livestream from Sydney, featuring leaders from Africa, Latin America, and Southeast Asia. This isn’t a PR stunt. It’s a reckoning. The real test won’t come in November. It’ll come in January, when the hashtags fade and companies must decide: do we keep talking? Or do we just go back to selling?

Historical Shift: From Allen Solly to Authenticity

Back in 2009, Allen Solly became the first Indian brand to sponsor IMD with discount offers on shirts. HBO screened "Men in Black" movies. It was symbolic. Now, the bar is higher. Today, men don’t want merch. They want meaning. They want to know their pain isn’t invisible. That their silence won’t be monetized.

Why This Matters

Because every time a brand reduces masculinity to a slogan, another man believes he has to be strong—alone. And that’s the quietest kind of violence.