In a rapidly changing world where gender norms, social expectations, and identity are constantly evolving, the concept of masculinity faces a turning point. The Good Men Project emerged as a bold space to question, challenge, and reimagine what it means to be a “good man” today. Since its founding in 2009 by Tom Matlack, The Good Men Project has grown into a platform where voices—diverse in background, belief, and experience—come together to explore the complex realities of manhood, relationships, ethics, and social justice. In this article, we’ll explore the origins of The Good Men Project, its core mission, the themes it addresses, its influence (and criticisms), and how it contributes to the broader cultural conversation about masculinity.
Origins and Mission of The Good Men Project
The Good Men Project was founded in 2009 by Tom Matlack with a vision to spark an international conversation about the evolving roles of men in modern life.Originally conceived as a publishing platform, it has since evolved into a multifaceted media company that encompasses articles, books, films, events, classes, and community programs.
At its core, The Good Men Project seeks to examine what it means to be a “good man” beyond the stereotypes and norms that often constrict male identity. Their motto, “having the conversation no one else is having,” points to how the platform aims to open up spaces for vulnerability, complexity, and reflection.
Rather than promoting a rigid or prescriptive model of male identity, The Good Men Project emphasizes plural voices. It publishes content on fatherhood, relationships, ethics, gender, social justice, politics, mental health, sexuality, work, and much more.By doing so, it acknowledges that men’s lives are not monolithic, but interconnected with social structures, personal choices, and evolving cultural expectations.
Key Themes and Focus Areas
Over time, several recurring themes have defined the discourse at The Good Men Project:
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Masculinity & Identity
The platform challenges the “man-box” — the rigid expectations placed on men (stoicism, emotional suppression, dominance). Many articles explore how men break out of these molds, redefine strength, and embrace emotional literacy. Relationships & Family
Fatherhood, partnerships, parenting, and family roles are a constant focus. The Good Men Project encourages men to reflect on how they engage in relationships, to listen, to partner responsibly, and to share narratives of success or struggle in intimacy and caregiving. -
Social Justice & Intersectionality
The site engages with how masculinity intersects with race, sexuality, class, and power structures. It doesn’t shy away from difficult issues such as sexism, racism, homophobia, or systemic injustice, and examines how these dynamics shape men’s lives. -
Mental Health & Vulnerability
Many contributors speak openly about depression, anxiety, trauma, aging, addiction, and emotional struggle. The Good Men Project supports the idea that men being vulnerable is not weakness but human strength. -
Ethics, Leadership & Values
Ethical dilemmas in work, society, politics, and personal life are frequent topics. The project invites men to consider responsible leadership, integrity, accountability, and the role of values in shaping character. -
Community & Platform Building
Beyond articles, the platform encourages engagement: submissions, classes, social interest groups, membership, and collective discussion.
Influence, Reach, and Impact
The Good Men Project has achieved significant reach. It claims millions of monthly visitors, a vast archive of contributions (over 100,000 articles from more than 6,000 contributors) and cross-media expansions including books and film adaptations.
Beyond numbers, its impact lies in enabling conversations that are often marginalized or ignored. For men (and readers broadly) who feel boxed in by traditional gender norms, the platform offers voices of empathy, challenge, and possibility. It has pushed narratives that men can be complex, relational, emotionally expressive, and socially engaged.
Furthermore, by featuring diverse perspectives—men and women, different cultures, varied beliefs—The Good Men Project helps break the illusion of a singular “male experience.” It also collaborates with corporations and organizations for diversity & inclusion training, helping institutions rethink masculine norms.
Criticisms & Challenges
No project is without critique, and The Good Men Project is no exception. Some of the criticisms include:
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Wide contributor base & variable quality
Because many writers are outside contributors, the quality, style, or depth of individual articles can vary greatly. Some readers note inconsistencies in tone or rigor. -
Commercialization and sponsored content
There are critiques that the platform’s expansion into monetization and sponsored content might risk diluting its original mission or introducing bias. -
Perceived lack of depth on structural issues
Some argue that, while the platform focuses on personal narratives and introspection, it sometimes neglects deep structural critiques (e.g. systemic patriarchy, economic inequality) or more radical reimaginations of gender. This can lead to the perception of “soft reform” rather than radical shift. -
Accessibility and audience
Another challenge is reaching audiences not already predisposed to these conversations, especially in more conservative, traditional, or less openly gender-critical cultures. -
Balancing openness with rigor
Maintaining a space that is open to diverse voices while upholding editorial standards is a delicate balance. The platform’s openness is its strength, but also its vulnerability to contradictory or controversial content.
Despite these critiques, the platform continues to shape dialogue, provoke thought, and inspire change.
Why It Matters Today
In an era of shifting gender expectations, rising awareness around mental health, and greater calls for equality and inclusion, The Good Men Project is more relevant than ever. The old models of masculinity—stoic provider, emotionally aloof protector—are increasingly challenged by social changes, feminism, LGBTQ+ advocacy, and generational shifts. Men today face cultural pressure to adapt; they may feel loss, confusion, or conflict about what roles to play. The Good Men Project offers a mirror and a microphone: a mirror to reflect on one’s identity, and a microphone to share one’s evolving vision of manhood.
In societies where talking about men’s emotional or relational struggles is stigmatized, the existence of a platform making “the conversation no one else is having” possible gives legitimacy to questioning, healing, connection, and growth. It contributes to better relationships, healthier families, more flexible male identities, and ultimately more equitable social systems.
Conclusion
The Good Men Project stands as a bold, evolving experiment in rethinking masculinity. From its origins in 2009 to its present presence as a global media community, it has pushed the boundaries of how men see themselves and how society sees men. By spotlighting vulnerability, ethics, intersectionality, and relational courage, it challenges old assumptions and encourages more humane, expansive visions of manhood. While not perfect, its openness to critique and commitment to diverse voices make it a meaningful platform. As gender norms continue shifting, The Good Men Project’s mission—to ask, “What does it mean to be good?”—remains vital.
FAQ
Q1. What is The Good Men Project?
The Good Men Project is an online media platform founded in 2009 by Tom Matlack, intended to spark a global conversation about masculinity, gender, ethics, and the roles of men in modern life.
Q2. Who contributes to The Good Men Project?
It accepts contributions from a broad set of writers—men and women, professionals and ordinary people. Over 6,000 contributors have written for the platform, resulting in tens of thousands of published articles.
Q3. What topics does The Good Men Project cover?
It covers a wide range: masculinity, relationships, parenting, mental health, social justice, ethics, politics, sexuality, gender, work, and culture.
Q4. How is The Good Men Project funded or monetized?
The platform uses membership programs (premium access), sponsored content, corporate partnerships (such as diversity training), and media projects.
Q5. What criticisms has The Good Men Project faced?
Criticisms include variable article quality (due to many outside contributors), commercialization risking mission drift, occasional superficial treatment of structural issues, and challenges reaching more conservative or less engaged audiences.
Q6. Why is The Good Men Project important today?
Because masculinity is in flux, more men are seeking space to reflect, evolve, and express vulnerability. The Good Men Project helps facilitate that conversation, giving men tools to question inherited norms, reshape their identity, build healthier relationships, and engage as ethical citizens in society.
