Microsoft: Modern men more concerned with kids and health
Men have changed, moving away from “stereotypical” roles, with more saying family, children and health are their top priorities - according to research commissioned by Omnicom and Microsoft.
70% of dads want to spend more time with their kids (Microsoft)
The survey of 2,300 men and women between the ages of 16-65, found that family and health were the modern man’s top priorities.
Children were “very important” to two thirds of respondents and health concerned over half, a further half said a happy relationship or marriage was vital to them.
Forty four per cent said they wanted control of their lives and forty per cent placed free time as their top priority.
Half of men who live with a partner said they also have responsibility organisating the home but a massive nine tenths of men said they were happy with the amount of responsibility they had.
Advertisers will be interested to hear that 69 per cent said they research large electronics and white goods purchases online first, to get the best price.
Two thirds were interested in fitness, balanced diets and cooking - although only half were physically active and 41 per cent had an interest in personal grooming.
Johanna Faigelman, president of Human Branding, said: “All of these things [changing gender roles, seeking more authentic experiences] are coming together for a perfect point of cultural tension where male identity is changing.
“It’s less about the hard and fast rules of stereotypical masculinity strength and monetary success, and is becoming much more multi-faceted, including being stylish, savvy and ethical. Essentially, somebody who is seen to be interesting versus successful.”
A respondent said: “There’s a lot more to being a man today than the stereotypical ‘man-stuff’. Guys are more than just tool-loving, beer-guzzling, bikini-chasing macho men who wouldn’t be caught dead in the kitchen or caring about their personal style.”
Earlier it was reported that Microsoft will axe 5000 positions, some of them in marketing.