A new survey from Chispa, Match Group’s leading Latino dating app, has revealed a significant gender divide in how machismo is perceived in relationships. While 66% of Latino men see it as a source of pride, 55% of Latinas believe it creates challenges related to control and relationship dynamics.
In response, Chispa has launched “Modernizing Machismo”, a campaign aimed at reshaping traditional views of masculinity in Latino dating. The initiative, introduced during Women’s History Month, seeks to foster healthier relationship norms by partnering with A Call to Men, a national organization that promotes gender equity and has worked with the NFL, NBA, and Fortune 500 companies.
The campaign features an in-app sticker allowing users to express their support for reimagining masculinity, a minimum $5,000 donation to fund educational programs for men and boys, and a 10-step relationship guide developed in collaboration with A Call to Men. The guide encourages emotional intelligence and a more balanced approach to relationships — not by discarding cultural pride, but by redefining it.
Julia Estacolchic, Senior Director of Brand Marketing at Chispa, emphasized the importance of addressing these evolving relationship dynamics:
“This research confirms what many have long suspected about the impact of outdated concepts of machismo on relationships. As the leading platform where Latinos connect, we have a responsibility to address these challenges head-on and provide resources for a healthier, more modern approach to dating.”
The findings highlight a shifting perspective on masculinity — while 43.9% of Latino men are redefining their role in relationships by prioritizing reliability over dominance, only 20.7% still believe traditional machismo strengthens relationships.
