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The First Proof
In 2018, the Yale Program on Climate Change Communication published an article on "Gender Differences in Public Understanding of Climate Change." The report stated: "On average, women are slightly more likely than men to be concerned about the environment and have stronger pro-climate opinions and beliefs. In our research, we find that, although a similar proportion of men and women think global warming is happening and is human-caused, women consistently have higher risk perceptions that global warming will harm them personally and will harm people in the U.S., plants, and animals, and future generations of people. Also, compared with men, a greater proportion of women worry about global warming, think it is currently harming the U.S., and support certain climate change mitigation policies, specifically regulating CO2 as a pollutant and setting strict CO 2 limits on coal power plants." 1
In another article, Scientific American reports, "women have long surpassed men in environmental action; across age groups and countries, females tend to live a more eco-friendly lifestyle. Compared to men, women litter less, recycle more, and leave a smaller carbon footprint. Some researchers have suggested that personality differences, such as women's prioritization of altruism, may help to explain this gender gap in green behavior." It also states that research "suggests an additional possibility: men may shun eco-friendly behavior because of what it conveys about their masculinity. It's not that men don't care about the environment. But they also tend to want to feel macho, and they worry that eco-friendly behaviors might brand them as feminine." 2
Photo Credit: @naja_bertolt_jensen / Unsplash
It has been a few years since these studies, and public consciousness has grown regarding environmental issues, with nearly daily news about carbon emissions, the melting arctic, higher sea levels, emissions, the greenhouse effect, and sustainability. The list goes on.
From the Business of Fashion regarding the growth of the menswear category, "Euromonitor projects the category will grow faster than womenswear over the next four years, expanding to $547.9 billion by 2026, at an average annual growth rate of 5.8 percent, compared to 5.3 percent for womenswear. And with this, fashion is still a large source of environmental pollutants. Fashion is responsible for 10 percent of greenhouse gas emissions and 20 percent of global wastewater, and uses more energy than the aviation and shipping sectors combined." 3. In combination, the global men's grooming products market size & share revenue was valued at approximately USD 55 Billion in 2021 and is expected to reach around USD 110 Billion by 2030. 4
Eco-conscious products targeted toward men are still lagging, while the fashion industry continues to produce more products. Concurrently, the sustainably-made product has to work harder to convince a growing audience that it is desirable (let's admit, we are past organic basics). An opportunity has been created to educate consumers on the impact of their choices while arming them with knowledge of how brands consider climate issues within the design process to make the right decisions. Let them speak through the power of their purchases.
There is more work to do.
This is the mission of Pour Les Jeunes. A focus on design and creativity while bringing consciousness to climate and environmental initiatives. Awareness of real-world issues creates mindfulness in consumption and validates the efforts of every brand represented. We present ethically-made, sustainable-focused, and equally aspirational designs to influence modern men to make better choices for a better future. A complete source for an inspiring perspective on responsible design. Because our planet's future isn't about us but the future that we leave for others to come.
Design united through commitments to sustainability, creativity, conscious consumption, and innovation.
Design for our tomorrow. This is Pour Les Jeunes.
Michael Tagle, Founder Pour Les Jeunes
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