The Future Laboratory

55 results

PETA reframes plant-based eating through masculinity

People for the Ethical Treatment of Animals (PETA) is using humour and masculinity to promote plant-based eating in a new campaign created with creative agency Samy.

View article

Health, Wellness & Sport

Stat: Britain’s stiff upper lip still shapes modern masculinity

A new YouGov study of 4,403 UK adults highlights how attitudes to crying are still deeply gendered in Britain.

View article

Travel & Hospitality

The Trend: Masculinity Reset Retreats

Men’s mental wellbeing retreats are reshaping modern masculinity, focusing on mindfulness, movement and meaningful male friendships.

View article

Diverging Demographics

Stat: Gen Z women in the UK feel the sharpest gender tensions

New research from King’s College London and Ipsos suggests that while public discourse often frames gender as a battleground, most citizens in the UK disagree

View article

Fragmenting Societies

Stat: UK study reveals a generation of young boys feel unseen

Male Allies UK has unveiled a stark snapshot of how boys across Britain are navigating identity, belonging and uncertainty.

View article

Health, Wellness & Sport

Future Five 2026: Identities

It’s a turbulent time for identity around the world. While expressions of spirituality and sexual desire are becoming normalised elements of modern culture and wellbeing, there is an urgent need to address the rising tide of misogyny. We explore why forward-thinking brands must find more nuanced and impactful ways to support progressive change.

View article

Travel & Hospitality

Masculinity Reset Retreats

The wellness industry is shedding old stereotypes through men’s mental wellbeing retreats that reframe masculinity around mindfulness, movement and meaningful male friendships.

View article

Health, Wellness & Sport

Stat: US research shows men feel isolated amid provider pressure

New findings from Equimundo, a research centre for masculinity and social justice, reveal the growing toll that economic stress is taking on American men. Following a survey of 2,454 people across genders, The State of American Men 2025 Report shows that while definitions of manhood may be evolving, men remain burdened by the enduring expectation…

View article

Diverging Demographics

Gen Z reverse the gender pay gap

A subtle but significant shift is emerging among young men and women in the UK.

Browsing Masculinity

PETA reframes plant-based eating through masculinity