Table of Contents
Overview
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- What you need to know
Executive Summary
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- The market
- Booming senior male population
- Number of dads continues to rise
- Younger men in need of more mental health support
- The consumer
- Tech proves lead area of interest in advertising
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- Figure 1: Interest in sector advertising, October 2018
- TV commercials remain important point of connection
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- Figure 2: Appeal of advertising mediums, October 2018
- Targeting men with diversity
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- Figure 3: Interest in diversity in advertising, October 2018
- Two thirds of all men feel as stereotyped as women in advertising
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- Figure 4: Attitudes towards advertising, October 2018
- Men want ads that make them laugh
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- Figure 5: Memorable elements in advertising campaigns, October 2018
- Sharing advertising content
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- Figure 6: Behaviours around advertising in the last 6 months, October 2018
- A more positive approach towards representing older men
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- Figure 7: Positive representations of men in advertising, October 2018
- Encouraging a more proactive approach to health problems
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- Figure 8: Attitudes towards social stereotypes, October 2018
- Getting men to open up
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- Figure 9: Comfort with discussing personal issues, October 2018
- Men too embarrassed to seek help for mental health issues
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- Figure 10: Barriers to seeking mental health help, October 2018
- What we think
Issues and Insights
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- Getting men to “open up” about their mental wellbeing
- The facts
- The implications
- A more dynamic representation of older men in advertising
- The facts
- The implications
The Market – What You Need to Know
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- Booming senior male population
- Number of dads continues to rise
- Engaging older men about their physical wellbeing
- Younger men in need of more mental health support
- Senior males prove the most financially confident
- Taking inspiration from contemporary feminist theory
Market Drivers
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- Demographic factors
- Booming senior male population
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- Figure 11: Trends in the age structure of the UK male population, 2013-23
- Brands must remember dads
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- Figure 12: Number of mums and dads with dependent children in the household, UK, 2000-17
- Healthy Living
- Engaging older men about their physical wellbeing
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- Figure 13: Men’s perceptions of the healthiness of their habits, August 2018
- Younger men in need of more mental health support
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- Figure 14: Men’s perceptions of the healthiness of their mental health habits, August 2018
- Financial situation
- Older men are the most financially confident
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- Figure 15: Financial situation amongst men, by age, November 2018
- Gender-based issues
- Taking inspiration from contemporary feminist theory
- University gender gap stretches on
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- Figure 16: HE student enrolments, by gender, 2012/13 to 2016/17
The Consumer – What You Need to Know
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- Tech proves lead area of interest in advertising
- Highlighting travel opportunities for today’s senior men
- TV commercials remain important point of connection
- Synthesising outdoor and social media marketing
- Targeting men with diversity
- The disabled in advertising
- Two thirds of all men feel just as stereotyped as women in advertising
- Men want ads that make them laugh
- Sharing advertising content
- A more positive approach to older men
- Encouraging a more proactive approach to health problems
- The lonely young
- Getting men to open up
- Men too embarrassed to seek help for mental health issues
Interest in Sector Advertising
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- Tech proves the lead area of interest in advertising
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- Figure 17: Interest in sector advertising, October 2018
- Targeting food and drink marketing at men
- Just 3% of all men express interest in BPC advertising
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- Figure 18: Bulldog ‘Bulldog understands men’ campaign, September 2017
- Highlighting exciting travel opportunities for today’s senior men
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- Figure 19: Interest in sector advertising, by age, October 2018
Appeal of Advertising Mediums
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- TV commercials remain important point of connection
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- Figure 20: Appeal of advertising mediums, October 2018
- Low engagement with digital advertising
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- Figure 21: Knorr charity click initiative, April 2018
- Synthesising outdoor and social media marketing
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- Figure 22: Appeal of advertising mediums, October 2018
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- Figure 23: Screengrabs from Nordstrom Men’s Store NYC Instagram search and #selfridgesbowl, December 2018
Interest in Diversity in Advertising
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- Targeting men with diversity
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- Figure 24: Interest in diversity in advertising, October 2018
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- Figure 25: H&M ‘Close the Loop’ campaign, September 2015
- Older men neglected by advertisers
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- Figure 26: IKEA’s ‘Wonderful Everyday’ campaign, July 2016
- The disabled in advertising
Attitudes towards Advertising
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- Two thirds of all men feel as stereotyped as women in advertising
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- Figure 27: Attitudes towards advertising, October 2018
- The industry is working to address stereotyping
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- Figure 28: Lynx #ItsOkForGuys initiative, June 2017
- A more male-friendly approach to feminism
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- Figure 29: Schweppes’ ‘The Dress for Respect’ campaign, November 2018
Memorable Elements in Advertising Campaigns
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- Men want ads that make them laugh
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- Figure 30: Memorable elements in advertising campaigns, October 2018
- Attainable aspirations for everyone
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- Figure 31: Proportion of all men who recall adverts that are aspirational, by household income, October 2018
- “Inspiration” rather than “aspiration”
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- Figure 32: Nike ‘Dream Crazy’ campaign, September 2018
Behaviours around Advertising
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- Sharing advertising content
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- Figure 33: Behaviours around advertising in the last 6 months, October 2018
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- Figure 34: Pepsi’s ‘Live for Now’ campaign, April 2017
Positive Representations of Men in Advertising
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- Young men inspired by male models
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- Figure 35: Positive representations of men in advertising, October 2018
- A more positive approach to older men
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- Figure 36: Proportion of men who consider men’s age to be positively represented in advertising, by age, October 2018
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- Figure 37: Coca-Cola ‘Break free’ campaign, January 2018
Attitudes towards Social Stereotypes
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- Encouraging a more proactive approach to health problems
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- Figure 38: Attitudes towards social stereotypes, October 2018
- Rise of the male “homemaker”
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- Figure 39: Agreement with the statement “Women are better home-makers than men”, by age, October 2018
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- Figure 40: Mr. Músculo Ruben’s Story campaign, April 2017
- The lonely young
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- Figure 41: Agreement with the statement “Loneliness is only a problem for the elderly”, by age, October 2018
Comfort with Discussing Personal Matters
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- Getting men to open up
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- Figure 42: Comfort with discussing personal matters, October 2018
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- Figure 43: Ford ‘The Elephant in Transit’ campaign, April 2018
- Figure 44: Dave ‘Be the mate you’d want’ campaign, November 2018
Barriers to Seeking Mental Health Help
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- Many men too embarrassed to seek help for mental health issues
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- Figure 45: Barriers to seeking mental health help, October 2018
- Directing younger men to help
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- Figure 46: Barriers to seeking mental health help, by age, October 2018
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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