Better Man and iCrossing join forces to battle toxic masculinity in the workplace

By The Drum Network, Staff Writer

November 21, 2019 | 2 min read

Better Man Conference has launched a new product line promoting an inclusive culture in the workplace and beyond. The line, which includes t-shirts and the iconic Better Man Cards, are aimed to remind men of healthy masculinity traits for inclusive leadership, gain context and language to engage in healthy discussion, and leverage power and authority to elevate women and minorities. The product line was developed in collaboration with iCrossing, a full-service digital marketing agency owned by the global publisher Hearst.

Kriz Bell, head of strategy and communications at Better Man Conference, said: “First off, I think it is important to know that these cards aren't intended to question anyone’s manhood. They're keeping a pulse-check on workplace bias, putting things in a more mindful, inclusive perspective to make everyone's work lives better.

"Sometimes we don't realize that what we’re doing or saying could be taken in the wrong way. That’s why these cards help call out conscious and subconscious bias."

The Better Man Cards are printed with exercises, phrases, and quips that remind men of healthy workplace behavior and encourage them to go further in creating a healthy and inclusive atmosphere. Phrases like “If it is her idea, keep it that way” and “Don’t be like Kanye, let her finish” are meant to inspire sharing and discussion. The Better Man Cards are a refreshing "rewrite " of modern masculinity in the context of male allyship," said Ray Arata, founder of the Better Man Conference.

Frederic Bonn, executive creative director at iCrossing, said: “When the movement in the media industry movement arrived, I noticed that women were burdened with explaining what the problem was. Ultimately we wanted to take the spirit of the conference and create a product that empowered men and reminded them of healthy behaviour, but didn’t antagonize. We wanted to create something they would be encouraged to engage with and share.”

The Better Man product line launches on November 19th, 2019 at the annual Better Man Conference in New York City. The cards will be available online at worldwide.


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