Traditional gender roles will play a less prominent role in the lives of consumers over the next ten years, according to predictions made in a recent study. Food and beverage market research firm Canadean's findings suggest that the millennial market is nowhere near as concerned as previous generations with fixed notions of gender or sexuality.
Male feminism isn't simply an act of solidarity with women. It certainly isn't an act of altruism. It isn't selfless. In fact, male feminism invokes a degree of selfishness. Men are becoming increasingly aware that, while the masculine gender construct remains profoundly deleterious to women, it is also detrimental to men.
Whilst other sponsors are beginning to follow suit (Kia Motors made history with a stand-alone sponsorship of England women's cricket in 2014), the potential for growth and investment remains huge. The general public, both male and female, are increasingly seeing the value in women's sport. Now it's for the media, rights holders and sponsors to ensure they are doing the same.