Even Most Men Are Turned Off by Bro Cultures

In my post last month, I provided a straightforward definition of toxic masculinity that at least helps me to better identify and understand it. I argued that contexts of toxic masculinity—or bro cultures—can be defined as contexts where people simultaneously uphold masculinity and devalue femininity.

It should be no surprise, then, that women in general do not care for bro cultures that encourage toxic masculinity. What is more of a surprise is that most men do not care for bro cultures either.

Social psychologists have known for a long time that women prefer the company of other women over men, but also that men prefer the company of women over other men. For example, if you had to choose between sitting next to a man or a woman on a plane, who would you prefer? I bet most people would choose the woman.

This phenomenon has long been known as the “women are wonderful” effect and, interestingly, is weaker in countries that have more gender equality. (I suspect that is due to men being perceived as generally less distasteful in more gender-equal places, although research has not tested this explanation.) But if the “women are wonderful” effect is true, then it’s not a stretch to imagine that most people would also prefer contexts that are not infected by toxic masculinity.

Social psychologists have characterized bro cultures in the workplace as those that prioritize work and achievement over personal interests and family obligations, and that foster a “dog-eat-dog” competitive environment of winners and losers. A recent study by social psychologist Andrea Vial showed that such workplace cultures are less attractive to both men and women. For example, even men are more likely to feel they wouldn’t belong in such an environment and have less interest in working for such a company, compared to workplaces without this hypermasculine culture.

So, if the majority of people don’t like bro cultures, including men, then why do they exist? Who is responsible for them? How are they perpetuated?

These are important questions that are of growing interest and research in the social sciences. But one thing seems clear: Men benefit from gender inequality (a concept termed “patriarchical dividends”), even if they are uncomfortable with the systems that produce these inequalities. Men, therefore, may not be so motivated to change systems that ultimately serve to benefit them anyway, even if those systems are toxic.

For those of us who are invested in change, what is the best way forward given the entrenched nature of bro cultures in many workplace environments? A post in the Harvard Business Review (see references) has good suggestions for disrupting bro cultures in the workplace and elsewhere, including returning an organization’s focus to its core mission and goals that almost never explicitly include toxic masculinity, goals such as safety for employees working hazardous jobs.

But the best solution to bro cultures may be to speak up and let people know that these kinds of environments are not welcome. Collectively, people can help make it clear (to quote British rocker Joe Talbot from a piece in the New York Times; see references) that toxic masculinity norms “aren’t normal at all.”