Table of Contents
Overview
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- What you need to know
Executive Summary
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- The market
- Marketing to disengaged older men
- ‘Healthy living’ can lead to unhealthy lifestyles
- University gender gap widens
- The consumer
- Travel tops men’s plans for the next three years
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- Figure 1: Men’s plans for the next three years, November 2016
- Sports lead men’s hobbies
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- Figure 2: Men’s main hobbies and interests, November 2016
- Considerate, hard-working, family men
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- Figure 3: Facets of a good male role model, November 2016
- Dads struggle for a better work-life balance
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- Figure 4: Factors causing stress for men, by parental status, November 2016
- Helping employees take a healthier approach to beating stress
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- Figure 5: Approaches to managing stress, November 2016
- Men champion gender equality
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- Figure 6: Men’s attitudes towards gender equality, November 2016
- What we think
Issues and Insights
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- Men as champions for gender equality
- The facts
- The implications
- Focusing on ‘real’ male role models
- The facts
- The implications
The Market – What You Need to Know
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- Marketing to disengaged older men
- Promoting mental health
- Nurturing the next generation
- ‘Healthy living’ can lead to unhealthy lifestyles
- University gender gap widens
Market Drivers
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- Marketing to disengaged older men
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- Figure 7: Trends in the age structure of the UK male population, 2011-21
- Nurturing the next generation
- Young men drive healthy living trend
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- Figure 8: Changes in men’s perceptions of their health, by age, August 2016
- ‘Invisible Men’ disappear
- Men enjoy healthy financial situation
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- Figure 9: Financial situation amongst men, by age, November 2016
- University gender gap widens
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- Figure 10: UK-domiciled 18 year old entry rates for UK universities, by gender, 2006-16
- Shared parental leave at less than 1%
The Consumer – What You Need to Know
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- Travel tops men’s plans for the next three years
- Sports lead men’s hobbies
- Young men prove most interested in health/exercise
- Considerate, hard-working, family men
- Encouraging men to prioritise their mental health
- Dads struggle for a better work-life balance
- Men champion gender equality
- Promoting realistic male role models
- The rise of unisex
Future Aspirations
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- Travel tops men’s plans for the next three years
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- Figure 11: Men’s plans for the next three years, November 2016
- Helping young men get onto the career ladder
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- Figure 12: Selected men’s plans for the next three years, by age, November 2016
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- Figure 13: LifeSkills created with Barclays Facebook screen grab, January 2017
- Re-engaging older men
Men’s Hobbies and Interests
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- Sports lead men’s hobbies
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- Figure 14: Men’s main hobbies and interests, November 2016
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- Figure 15: Dove Men+Care Real Strength campaign, January 2016
- Young men prove most interested in health and exercise
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- Figure 16: Proportion of men who cite “health/exercise” among their main hobbies/interests, by age, November 2016
- Using hobbies to engage older male audiences
Life Skills
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- 76% of men feel confident they can cook a meal from scratch
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- Figure 17: Men’s confidence in cooking and baking, November 2016
- ‘Man caves’ under threat
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- Figure 18: Men’s confidence in selected life skills, November 2016
- Men enjoy confidence in finance
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- Figure 19: Men’s confidence in looking after the household finances (eg paying bills and organising direct debits), by age, November 2016
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- Figure 20: NatWest’s MoneySense initiative, December 2016
What Makes a Good Male Role Model?
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- Considerate, hard-working, family men
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- Figure 21: Facets of a good male role model, November 2016
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- Figure 22: Vitabiotics Wellman campaign featuring David Gandy, June 2016
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- Figure 23: White Ribbon UK campaign, December 2016
- Encouraging men to prioritise their mental health
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- Figure 24: The importance of physical and mental health for a good male role model, by age, November 2016
Dealing with Stress
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- Money worries prove top cause of stress
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- Figure 25: Factors causing stress for men, November 2016
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- Figure 26: Proportion of men who cite “money” as a stress factor, by age, November 2016
- Dads struggle for a better work-life balance
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- Figure 27: Factors causing stress for men, by parental status, November 2016
- Stress-busting exercise
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- Figure 28: Methods of dealing with stress, November 2016
- Helping men to seek help
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- Figure 29: Selected methods of dealing with stress, by age, November 2016
Attitudes towards Equality
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- Men champion workplace equality
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- Figure 30: Men’s attitudes towards gender equality, November 2016
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- Figure 31: The Equality Movement campaign, April 2015
- Over one in five men identify as a feminist
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- Figure 32: Elle Magazine’s “This is what a feminist looks like” campaign, October 2014
- Figure 33: Agreement with the statement “I would describe myself as a feminist”, by age, November 2016
- Promoting realistic male role models
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- Figure 34: Men’s attitudes towards gender representation in advertising, November 2016
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- Figure 35: Screengrab from Jacamo’s #RealManRunway campaign, October 2016
- The rise of unisex
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- Figure 36: Men’s attitudes towards gender representation in advertising, November 2016
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- Figure 37: MAC Brant Brothers campaign, May 2016
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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