Get ready to enter the manosphere! In his latest documentary, Harder Better Faster Stronger, master health debunker Professor Timothy Caulfield dives headfirst into the emerging “manly man” wellness industry. Wanting to explore the impact of this rising trend, Timothy speaks to everyone from extreme influencers to renowned mental health experts to investigate the purported “crisis in masculinity” and debunk toxic men’s health myths.
Timothy is the host and producer of several documentaries, including the award-winning docu-series, A User’s Guide to Cheating Death, currently streaming on Netflix. Harder Better Faster Stronger is available to watch on CBC Gem.
A professor of health law and science policy, Timothy has dedicated his career to debunking myths and misinformation about innovation in the health sector — from research on stem cells to diets and alternative medicine — for the benefit of the public. We recently spoke with Timothy to hear more about his new documentary and what he learned from entering the manosphere.
Diving into the Manosphere
Speakers Spotlight: What inspired you to investigate the specific intersection of wellness culture and toxic masculinity?
Timothy Caulfield: I’ve studied health misinformation for a long time and over the last couple of years, it’s become clear that there has been a rise of “manly men” health influencers — the manosphere — and they are everywhere, TikTok, Instagram, television, etc. There’s even a political dimension as part of this rising alt-right wellness industry.
I thought it would be worthwhile to dig into this topic. I wanted to explore it with an open mind and listen to people’s concerns and why they were drawn to this trend, and the results were fascinating. We tried to be empathic and understanding while also diving into the claims and the evidence.
The Impact of Misinformation
SpSp: How has misinformation within the wellness space specifically impacted men?
TC: There’s been this cultural shift in how we think about masculinity over the past couple of decades. We went from a men-centric view of the universe to a more inclusive view of masculinity, and over the past couple of years there’s been a backlash to this.
We’ve seen an increasing emphasis on our need for more masculinity — “we need more manly men”, “masculinity is under attack”, etc. It’s harping back to a more traditional view of masculinity, even though historically there has never been a clear definition of what it means to be a man. It’s been fluid over time and across cultures, so it’s a myth to suggest there is one concrete definition and that if we adhered to it, we’d all be better. It’s important to note also that this backlash has always been there. In the 60s, it was to the hippie counterculture view of masculinity. In the 70s, it was disco, which was rooted in masculinity and homophobia. Now we’re seeing this backlash in part because of LGBTQ2+ advances. These are positive social movements, but these positive social movements create tensions, as we’re seeing today.
We looked at the claims being made about these “masculinity norms” — harder, better, faster, stronger — and, without giving away too much, the evidence is clear that those claims were questionable. Evidence tells us that embracing traditional masculinity is associated with a host of physical and mental health risks, including higher rates of depression, loneliness, and anxiety. It’s associated with poor relationships, even erectile dysfunction. That’s not the promise we’re hearing from these masculine influencers. And it’s the pressure to conform to these masculine norms that creates even more stress.
Debunking Toxic Male Wellness Claims
SpSp: Were there any particular trends or products that shocked you during your investigation? What was your biggest takeaway?
TC: We investigated a number of bizarre things such as people running through the woods naked, men drinking urine, and other ridiculous things like the idea that real men don’t use sunscreen or don’t worry about preventative care, etc. But we also looked at more subtle things. Most research would agree that traditional masculine norms are associated with mental and physical harm — it’s the stoicism, which is on the rise, people don’t reach out for help, they don’t lean on friends or family, they don’t reach out to professionals. This kind of behaviour is associated with a host of concerns.
My biggest takeaway though, and I say this in the show, is that I was very cynical and critical about the impact of traditional masculine norms. I wanted to go in guns a-blazing, but when you talk to these individuals, some of these people just feel comfortable living within these “norms”. We can be happy and healthy in a variety of ways and there is no pressure one way or the other. That’s what really came through from a number of voices we heard and that are in the show. If this is the pathway you want to walk, good for you but don’t put pressure on others to follow.
It’s pressure and peer pressure from influencers that’s doing the bulk of the harm. Enjoy your identity regardless of what other people say. It may be cliché but it’s the idea of being your authentic self.
Combating Misinformation
SpSp: How can consumers be more discerning when it comes to the marketing tactics employed by wellness brands to target this toxic masculinity?
TC: It’s important to recognize that a lot of this is about making money. The manosphere is about marketing products, marketing ideology, and marketing brands. People need to recognize that. Anytime you see someone marketing the idea that there is one rigid definition to be a man, you should be suspicious. It’s not true culturally, it’s not true scientifically.
SpSp: What do you hope viewers take away from Harder Better Faster Stronger in terms of redefining what it means to be ‘healthy’ for men?
TC: We interviewed world-renowned researchers, mental health experts, clinicians, etc. as well as a range of individuals — from race car drivers to porn stars — who are experiencing this trend and dealing with it in different ways. We were looking to show different views of masculinity while also trying to have fun with it.
I hope viewers walk away with the idea that evidence matters, science matters. But to also try to be empathetic, not judgmental, and to give space to allow people to be who they want to be.
You can watch Harder Better Stronger Faster on CBC Gem today! Professor Timothy Caulfield a renowned expert in public health, misinformation, and science communication. Renowned for his work on debunking myths in health and wellness, Tim’s keynotes explore the dangerous impacts of pseudoscience and misinformation in today’s world. Whether he’s addressing the spread of wellness fads or the role of science in shaping public policy, his engaging, research-driven approach equips attendees with the tools to navigate a world overloaded with conflicting information.
Contact us to learn more about Timothy and what he can bring as a keynote speaker to your next event.