The Bronaissance: How a ‘New Masculinity’ Is Rewriting the Rules of Men’s Health
4 min read
By Bella Beeching, Senior Strategist, Virgo Health
Seven years on from the seismic impact of #MeToo, global studies reveal a concerning trend: young men are becoming less progressive, and a growing gender attitude gap is emerging.
Amid this shift, the resurgence of the “manosphere” (a network of hyper-masculine influencers) shows how many are retreating to ultra-traditional ideals in search of direction, in the absence of a compelling new male narrative.
But in cultural resistance, a different narrative is taking shape: the Bronaissance. From therapy-positive podcasts and high-profile athletes like Lewis Hamilton speaking openly about depression, to mainstream celebrations of emotional vulnerability and male friendship, the Bronaissance echoes the rise of “girlhood,” re-examining and redefining masculinity in more expansive, positive terms.
As expressions of masculinity evolve, the question for communicators is clear: how do we engage men in ways that support emotional openness, challenge outdated expectations, and inspire more proactive approaches to health?
The Persistent Engagement Gap
Men’s health has long posed a challenge for public health messaging. Data consistently shows that men are less likely than women to seek medical advice, attend screenings, or access mental health support. In the UK, three in four suicides are by men, often linked to undiagnosed or untreated mental health issues, and men are more than twice as likely to die prematurely from cardiovascular disease, lung cancer, and liver disease.
On top of these challenges is the growing influence of the “manosphere,” which often discourages men from seeking help or expressing vulnerability. Figures like Andrew Tate or the incel subculture featured in the Adolescence series are extreme examples, promoting a rigid, hyper-masculine worldview where emotional openness is seen as weakness.
But culture rarely moves in just one direction. Enter the Bronaissance.
Where Culture Is Leading the Way
This cultural shift is already being reflected and amplified across media, public discourse, and healthcare.
Campaigns like Movember cleverly blend humour, emotional storytelling, and camaraderie to spotlight issues like prostate and testicular cancer, as well as suicide prevention. Mental health platforms like Headspace and Calm now offer male-specific content designed to lower emotional barriers. Podcasts such as The Man Enough Podcast and The Diary of a CEO regularly explore topics like burnout, vulnerability, and grief, giving men permission to engage with their emotional lives.
At the same time, celebrity interviews and documentaries are shedding light on issues like depression, addiction, and chronic illness, normalising public conversations about health.
How Healthcare Communications Can Respond
For healthcare communicators, this isn’t just a cultural side note; it’s a real opportunity to reshape how masculinity is framed in the context of wellbeing. That means destigmatising emotional expression, encouraging early intervention, and redefining strength to include a more holistic understanding of masculinity. To do that meaningfully, there are three key areas we must focus on:
1. How We Communicate
Let’s start with language. Messaging must move away from stoic, clinical tones and instead acknowledge the emotional realities men face. Preventive behaviours and help-seeking shouldn’t be framed as weakness but as acts of self-respect and strength.
Tone also matters. An empathetic, culturally attuned, and condescension-free voice is more likely to resonate and cut through.
2. Who Delivers the Message
It’s not just what we say, it’s who says it. Authenticity and alignment are critical. Whether it’s a public figure, creator, or mental health advocate, the messenger should reflect the values, tone, and lived experience behind the message.
Social and digital platforms offer both risks and rewards. While some spaces amplify toxic masculinity, others foster community, relatability, and real connection. By thoughtfully matching the right voices to the right messages on the right platforms, healthcare communicators can build trust and normalise help-seeking in a way that feels genuine.
3. Reflecting the Full Spectrum of Male Identity
We must also recognise the diversity within male audiences. Masculinity is shaped by race, class, sexuality, and culture, and these factors influence how men experience and express their health needs.
Our messages must be shaped through an intersectional lens if they’re to resonate authentically.
We’re already seeing encouraging signs. Public health campaigns like NHS initiatives and cancer charities such as Prostate Cancer UK’s ‘Let’s Talk About the Hard Things’ are leaning into emotional storytelling and tackling taboos head-on.
Similarly, pharma brands targeting male-specific conditions (from erectile dysfunction to prostate cancer) are beginning to move beyond medical facts alone. They’re weaving in stories about identity, relationships, and self-worth because that’s what truly connects.
A Moment Worth Seizing
The Bronaissance represents more than a cultural moment. It’s a call to action. For healthcare communicators, it’s a chance to engage men in ways that are honest, relevant, and lasting.
As we reflect on this shift, we need to ask ourselves:
- In what ways do your campaigns create space for men to express vulnerability without stigma?
- What assumptions about male audiences might be limiting your ability to connect authentically?
- Who are the voices and role models you’re elevating and do they reflect this new masculinity?
The momentum is here, but it’s up to us to carry it forward. If we want to truly connect with male audiences, we need to stop speaking in outdated codes and start meeting men with empathy and relevance.
This isn’t just a better way to engage; it’s the way forward.