Table of Contents
Executive Summary
-
- Emphasis on financial situation and health
-
- Figure 1: Men’s current lifestyle priorities, October 2015
- Attributes of a good advert
-
- Figure 2: Attributes of a good advert, October 2015
- Representing men in advertising
-
- Figure 3: Men’s attitudes towards marketing and advertising, October 2015
- Adverts featuring female models deemed sexist
-
- Figure 4: Men’s perceptions of common advertising themes, October 2015
- What we think
Issues and Insights
-
- Representing the average man
- The facts
- The implications
- Highlighting the role of men in the home
- The facts
- The implications
- Engaging with the older man
- The facts
- The implications
The Market – What You Need to Know
-
- Ageing male population could be a challenge for advertisers
- Surfing the web tops men’s media habits
- Bolstering the in-store experience
- The rise of Bigorexia
- Men’s mental health awareness on the rise
Market Drivers
-
- Demographic factors
- Male population continues to rise
-
- Figure 5: Trends in the age structure of the UK male population, 2010-20
- Men emerge as major consumers in their own right
-
- Figure 6: Shopping responsibility, by gender, December 2014
- Media habits
- Surfing the web tops men’s media habits
-
- Figure 7: Men’s media usage habits, December 2014
- Bolstering the in-store experience
-
- Figure 8: Sources of information for new products, by selected categories, December 2014
- Sociological factors
- Men able to share maternity leave
- Bigorexia and the Dad Bod
- Men’s mental health awareness on the rise
-
- Figure 9: International Men’s Day campaign 2015
The Consumer – What You Need to Know
-
- Men prioritise financial stability
- Tapping into the healthy living boom
- Men demand informative advertising
- Diversity important to young men
- Including older men in advertising
- The rise of ‘Hunkvertising’
- Highlighting men’s role in the home
- Adverts featuring female models deemed sexist
Lifestyle Priorities and Aspirations
-
- Emphasis on financial situation
-
- Figure 10: Men’s current lifestyle priorities, October 2015
- Future priorities differ by lifestage
-
- Figure 11: Men’s future aspirations, October 2015
-
- Figure 12: Men’s future aspirations, Baby Boomers vs Millennials, October 2015
- Tapping into the healthy living boom
-
- Figure 13: Men’s current lifestyle priorities (selected statements), by age, October 2015
Factors Influencing Purchases
-
- Quality and price dominate food and drink purchase considerations
-
- Figure 14: Considerations when shopping for food and drink products, by gender, October 2015
- Men focus on brand when buying clothes
-
- Figure 15: Considerations when shopping for clothing, shoes and accessories, by gender, October 2015
- Technology purchases more likely to be influenced by recommendation
-
- Figure 16: Considerations when shopping for technology products, by gender, October 2015
- Over a fifth of men stick to the same BPC products
-
- Figure 17: Considerations when shopping for beauty and personal care products, by gender, October 2015
-
- Figure 18: Screenshot of Netflix Moustache search on Twitter, November 2015
Attributes of a Good Advert
-
- Men demand informative advertising
-
- Figure 19: Attributes of a good advert, October 2015
- Promoting a healthy lifestyle
- Diversity important to young men
-
- Figure 20: Banana Republic, ‘True Outfitters’ campaign, Spring 2014
Men’s Attitudes towards Advertising
-
- Half of all men do not pay much attention to adverts
-
- Figure 21: Men’s attitudes towards marketing and advertising, October 2015
- Including older men in advertising
-
- Figure 22: Photographer Don McCullin by Alfred Dunhill, as part of The Voice campaign, August 2012
- The rise of ‘Hunkvertising’
-
- Figure 23: Selected men’s attitudes towards marketing and advertising, by age, October 2015
-
- Figure 24: Dressmann’s #JustTheWayYouAre campaign, August 2015
- Highlighting men’s role in the home
Perceptions of Common Advertising Themes
-
- Adverts featuring female models deemed sexist
-
- Figure 25: Men’s perceptions of common advertising themes, October 2015
- Figure 26: Attitudes towards advertising themes, October 2015
- Men socialising and lad culture
- Father/child relationships take an emotional turn
-
- Figure 27: Colman’s advert, February 2014
- Adverts featuring sports and cars
-
- Figure 28: Example of MasterCard Surprises campaign, February 2015
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Data sources
- Abbreviations
- Correspondence analysis
Back to top