boston college center for corporate citizenship carroll school of management
28
THE CORPORATE CITIZEN
Fan Favorite
Mary Kay
"Domestic Violence Support Video—Man Up"
One in four women in the United States will experi-
ence domestic abuse in their lifetime. Mary Kay Inc., a
top beauty brand and direct seller of skin care products,
cosmetics, and fragrances, is looking to change that sta-
tistic. The company leverages the skills and access of its
3.5 million Mary Kay Independent Beauty Consultants
around the world through its Don't Look Away cam-
paign, which works to educate the public on recognizing
the signs of an abusive relationship and how to take ac-
tion. Mary Kay's #ManUp video—part of its Men Don't
Look Away program—uses social experimentation to
expose a group that's often missing from the conversa-
tion on domestic violence: men.
Many who have participated in the Men Don't Look
Away program say that the societal norm of "manning
up" begins from an early age, citing lessons like boys
being told not to cry, or—in sports—to play through pain.
The #ManUp movement aims to redirect society's
expectations from the rough, tough, aggressive, "manly"
man to the true meaning of being a man, which is
rooted in treating others—including women—with
kindness and respect. Thanks to the initiative, men
from all over the country representing various back-
grounds and professions are redefining what it means
to "Man Up." Executives are committed to changing the
workforce culture, fathers are setting an example for
their children, and coaches are making impressions on
young boys. As Mary Kay recognizes, reaching young
men as they are forming their views and opinions
of the world will go a long way in shaping the way
future generations see themselves and one another.
"As a corporate leader in the fight against domestic
violence, we know how important it is to educate and
empower young people about warning signs before
they happen," said Kirsten Gappelberg, director of
corporate social responsibility and sustainability
for Mary Kay Inc. "We continually look for ways to
educate and empower young people because every-
one deserves to have a healthy relationship." ∙
1
Mintel. (2016). Financial literacy US 2016 report. Retrieved from
https://store.mintel.com/financial-literacy-us-may-2016.
above: Mary Kay shares
what it really means to
"man up" in today's
society: to lend your
voice to the voiceless, to
serve as a positive role
model, or to be a leader
in your community
committed to creating
change.
