Mirror on Masculinities event

On 8th July 2025, Channel 4 welcomed a packed house of brand leaders, agency partners and media minds to the launch of our latest insight study: Mirror on Masculinities. Held in our very own Channel 4 cinema, the event marked the latest chapter in our long-running Mirror on the Industry series. This time we turned the spotlight on what it means to be a young man in the UK today.

Why Masculinities, Why Now?

Following the success of our Gen Z: Trends, Truth and Trust study, which revealed a lack of constructive messaging and role models for young men, we partnered with the National Research Group (NRG) to go deeper. Mirror on Masculinities explores the lived experiences, media representations and evolving identities of boys and young men across the UK — and what this means for brands seeking to connect with them meaningfully.

The research draws on a nationally representative survey of over 1,000 UK adults, in-depth interviews, and a dedicated study of 750 boys and young men aged 8–30. The findings are clear: young men are navigating a complex cultural landscape, often feeling misunderstood, misrepresented and left behind.

The Event:

Our brilliant insights team, Katya Des-Etages, Joe Hall and Holly Hewlett from NRG, took us through the findings of the Mirror on Masculinities study. Their presentation unpacked the growing disconnect between how young men perceive themselves and how they are portrayed in advertising.

The data revealed that only 26% of young men feel they see positive male role models in advertising, highlighting a significant gap in representation. Even more striking, 42% of young men say they don’t know what it means to be a man today, highlighting the identity crisis many are grappling with. When it comes to aspirational content, sports, online video and film were seen as far more influential than advertising, a clear signal that brands need to rethink how and where they show up to resonate with this audience.

Next came a powerful panel discussion, moderated by Nick Alder, featuring Paul C Brunson, relationship expert and TV personality, Jordan Stephens – musician, actor and mental health advocate, Simon Gunning – CEO of suicide prevention charity CALM. Each panellist shared personal reflections on masculinity, media representation and the responsibility of being a male role model in today’s world. Their stories brought the research to life and sparked meaningful conversations in the room.

We closed the event with a creative session led by Shaska Bain and Hana Khan, who introduced The Nugget, our bite-sized insight series, delivering fresh takes from the worlds of digital culture, pop culture and current affairs.

What We Learned

The study revealed three key identity pillars shaping young masculinities today:

Men as Builders: Driven by self-improvement and admiration for expertise, but often under pressure to perform.

Men as Leaders: Charisma and emotional control are admired, yet vulnerability remains taboo.

Men as Providers: The breadwinner role persists, especially among ethnic minority groups

These insights offer a roadmap for brands to move beyond outdated tropes and celebrate progress, emotional intelligence and diverse expressions of masculinity.

What’s Next?

Mirror on Masculinities is more than a study; it’s a call to action. We’re proud to have sparked this conversation, but we know it’s just the beginning. We’ll be continuing to explore how brands can show up for young men in ways that are inclusive, empowering and real.

Download the full report below. If you’d like to explore ways to work with Channel 4, please contact the Channel 4 Sales team.