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Gender

Brands should ditch 'old clichés' and acknowledge multi-dimensional man, report suggests

By Angela Haggerty, Reporter

February 1, 2014 | 2 min read

Modern man’s multi-dimensional character should be recognised properly in brand campaigns according to advertising agency JWT London, which has released research from its ‘Masculinity and Modernity: Investigating the Men of Britain Today’ report.

Report: Modern man is multi-dimensional

According to the agency’s research, which coincides with the launch of the London Southbank Centre’s three-day ‘Being a Man’ event, being married or being in a committed relationship is more important to men (85 per cent) than women (79 per cent), while expressing emotion is identified as a source of pride among 62 per cent of men.

Furthermore, 69 per cent of men in the study were proud of taking care of their personal appearance, while 74 per cent were proud of their kitchen skills. More than three quarters (77 per cent) selected their home décor projects.

Marie Stafford, planning foresight director, said: “Men are not as one-dimensional as the media would often have us believe.

“Just like women, they juggle different roles of parent, partner, provider or one of the boys. Brands need to start acknowledging, reflecting and appreciating their complexity, rather than simply trotting out the same old tired clichés.”

The study showed that men considered having DIY skills (78 per cent) and the ability to fix technology (75 per cent) as attributes just as important as family and household priorities.

Gender

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