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Marketing to Men - UK - January 2016
Overview

This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Overview
Executive Summary
Issues and Insights

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Marketing to Men - UK - January 2016
Market

Mintel provides a range of market information across categories including: forecasting and share information; internal and broader market environment information; and the issues that affect the market in question.

The Market – What You Need to Know
Market Drivers

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Marketing to Men - UK - January 2016
Consumer

Mintel conducts exclusive and original consumer research for reports, bringing up-to-date and unique insight to topical issues. This research examines the impact of social, economic, cultural and psychological influences on consumers.

The Consumer – What You Need to Know
Lifestyle Priorities and Aspirations
Factors Influencing Purchases
Attributes of a Good Advert
Men’s Attitudes towards Advertising
Perceptions of Common Advertising Themes

Content Map

Marketing to Men - UK - January 2016
Data

Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Appendix – Data Sources, Abbreviations and Supporting Information
Search

What you need to know

Over the last few years the representation of men in marketing campaigns has become out of step with reality, leading to half of all men agreeing that they are largely apathetic towards advertising. Men find it hard to identify with the Adonis-like men who now pervade the advertising landscape, whilst the portrayal of men as incompetent in the home has fast become an outdated stereotype as men accrue more and more domestic responsibilities.

This report will go into more detail about men’s lifestyle priorities and how these differ by age, as well as examining the factors they consider when buying products. It will also explore men’s attitudes towards advertising and their views on a number of major advertising themes.

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