11 September, 2026

What if a man painting his nails could unlock big shifts in behaviour, organisations and UK society? 

That’s the idea behind Hard As Nails, a UK-wide social experiment inviting men to wear painted nails for a week this November and see what happens. It might sound like a stunt, but it is a research-backed behaviour change intervention that you and/or your organisation can be part of. 

The project explores whether a tiny change in appearance can shift how men think, feel, talk, and show up for others. Both the individual and organisation paths involve men getting their nails painted, carrying on with normal life for one week, and recording the conversations and reflections that follow. 

A 2025 pilot involving 422 predominantly middle-aged, white British men in southern England produced some striking results. Not only did participants’ confidence in standing up for others double after the intervention, but nine months later, 90% said they’d had conversations about masculinity they wouldn’t normally have, 69% had challenged a stereotype, and 49% had intervened on someone else’s behalf. 

The workplace relevance is hard to ignore. The research measures attitudes towards traditional masculinity norms (the “man box”), including aggression and control over others, self-sufficiency, and rigid gender roles. Those norms don’t stop at the office door. They shape identity, leadership, decision-making, and belonging, influencing how people show up at work every day. 

The ambition is to reach 330,000 men by 2030. That’s equivalent to around 3.5% of UK men aged 25-64, a threshold that research suggests can help make social change self-sustaining. This year, workplace pilots and a broader cross-section of participants are a key part of that progress. 

If such a small act can spark conversations, challenge stereotypes, and shift behaviour, what do we really need to create transformational change? You can join or nominate a man here, or get your organisation onboard here. 

By Sarah Forero