V.LV
Stage 1 Report
Building on from the Future Thinking Report, the stage 1 report defines my topic area and becomes a foundation for my stage 2 report (Oui Monsieur).
I was required to refine my aim and objectives to produce cohesive body of research. In order to do this, I had to apply appropriate skills to solve any problems and to identify opportunities relevant to my personal project.
The research included a literature review; identifying the gaps in knowledge, a robust methodology and primary research to build into a discussion to then form a set of insights. These insights were used to then develop a business concept.
Project Brief
2019, was the year in which men’s mental health became a movement. After recent statistics stating suicide as the biggest killer in men aged 15- 35 in the UK, conversations started to normalise men’s health related issues. For years the form of emotional expression has remained a taboo in the masculine culture with “55% of men aged 18- 24 feel as if crying makes them less masculine” (YouGov 2018). As the behaviours and attitudes of men shift, popular culture has yet to completely move away from traditional masculine narratives, ignoring concerns such as the correlation be- tween body image and mental health disorders. The reality is, “male body image is just as important as the female body image, which requires much more research to understand it”.