Breaking Stereotypes: Men and Platonic Friendships
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Popular culture often perpetuates the myth that men, especially older men, don't have close, platonic friendships. These stereotypes can leave an entire demographic feeling unseen or misunderstood. Our VisualGPS survey gives us some insight into how older men in Latin America are feeling: Nearly half believe that advertisements don’t show any age diversity, yet with 66% gravitating towards brands that represent a lifestyle like theirs, there is a clear opportunity for brands to better connect with this important audience. This recent shoot by creator Felipe Montoni (FG Trade Latin) shows something far different: The powerful bond men can share, built on trust, mutual respect, and shared experiences. Set against the beautiful backdrop of a villa and a beach in Mazatlán, Mexico, it captures a group of older men enjoying a carefree and laid‑back day of eating, chatting, and relaxing.
What makes this shoot special is that it depicts friendships that are not defined by competition or rivalry, but by genuine connection. By showing a group of friends chatting, relaxing, cooking, and even enjoying hobbies like surfing together, this content helps dismantle the stereotype that men can't share their emotions or build lifelong connections outside of family or romantic relationships. The creator worked closely with the group to capture genuine laughter and intimate gestures that tell the story of their bond without feeling forced or overly posed. The dynamic shots at the barbecue and poolside were complemented with quieter, more reflective moments by the beach, giving a full sense of the friendship’s depth and variety. In doing so, the shoot highlights the richness and depth of platonic male friendships, proving that these connections are very meaningful in later stages of life.
The importance of friendship in later life
As people age, the importance of meaningful social connections only increases. According to VisualGPS research, one out of three senior men in Latin America have shifted their priorities, now placing greater importance on spending time with friends. Despite this, brands hesitate when it comes to showcasing this type of content: Senior friendship represents less than 9% of popular visuals revolving around friendship. The men in this shoot demonstrate that no matter your age, you are never too old to cultivate deep, supportive friendships. These bonds enrich their lives, providing joy, comfort, and the opportunity to celebrate life's milestones together, no matter where they may be on their journey.
Celebrating male body positivity
Equally important is the way this shoot approaches body image. Society often sets unrealistic standards for male physiques, leading many men to feel pressure to conform to a narrow ideal. However, this shoot challenges those norms by showcasing the diversity of male bodies in all their natural forms. By recognizing body diversity, it fosters a respectful and healthy relationship with one’s own body and the bodies of others.1 The men in the images reflect a body‑positive narrative that embraces all shapes and sizes. It serves as a reminder that confidence and comfort in one's own skin is not tied to age or appearance but to the value we place in ourselves and each other.
At its core, this photoshoot is about breaking barriers—whether those are stereotypes about male friendships, expectations around aging, or restrictive ideas about what bodies should look like. By showcasing a group of senior men in such a realistic, positive light, this shoot opens a new dialogue about friendship, body positivity, and the power of connection at any stage of life which is key when creating authentic, emotive imagery. It serves as a reminder that real strength lies not in conformity, but in authenticity, vulnerability, and the joy of shared moments with friends.
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Sources
[1] National Population Council