The New State of Men (JWT Research)

June 201J
mage credIts: |arIan 8erelowItz; ChrIsColdNY; petertandlund

|EN
THE STATE DF
!
WHAT WE'LL CD7EF
FE0EFNNC |ASCULNTY
1. Cender gets more uId
2. The ImageconscIous man
J. The multIdImensIonal man
4. Fetrosexuals
5. |en to admIre
6. The new mIdlIfe crIsIs
|AN DF THE HDUSE
7. FIse of the househusband
8. FIse of the coparent

NA7CATNC THE NEW CEN0EF DF0EF
9. Equal rIghts for.men:
10. ChIvalry lIves (mostly)

NTFD0UCTDN
|ETHD0DLDCY
APPEN0X
|ore about our experts/Inuencers
AddItIonal charts
" $%&' &% (')*'(+, To make the report easy to navIgate, we've added hyperlInks to thIs page, so you can jump ImmedIately to the Items that most
Interest you (or, alternatIvely, you can read the materIal straIght through).
ThIs Is a report from JWTntellIgence. Co to JWTntellIgence.com to download thIs and other trend research.
-
NTFD0UCTDN
|en's fortunes are declInIng, or so word has It. There was the "mancessIon"-In the U.S., men held more than three
quarters of the jobs lost durIng the economIc crIsIs-and the 2012 book !"# %&' () *#&+ ,&' -"# ./0# () 1(2#&, whIle
Labour Party polItIcIan 0Iane Abbott recently declared a "crIsIs of masculInIty" In the U.K. A book by comedIan Adam
Carolla frets that 3& 4/)-5 6#780 1#9:: ,:: ;# <"/=>0.
Women are rIsIng, but for men thIs Is less the "end" than the drIver of major shIfts In gender roles, behavIor, attItude and
mIndset. Some men are welcomIng the new optIons that a less prescrIbed model of masculInIty opens up. For others, the
lack of a clear model for manhood Is anxIetyproducIng, as are the new expectatIons to spend more tIme on everythIng
from chIld care to chores to skIn care.
As thIs report outlInes, men are changIng, In some cases quIte sIgnIcantly-but they're In no danger of becomIng "chIcks."
ndeed, men are puttIng a masculIne stamp on chIld care, housework and even skIn care.
ThIs report examInes three overarchIng themes: how masculInIty Is beIng redened cIrca 201J, how men's role In the
home Is changIng and how men are navIgatIng the new gender order. ncluded throughout are ndIngs from a survey we
conducted In the U.S. and the U.K. and examples of how marketers are respondIng to new gender norms.
.
|ETHD0DLDCY
ThIs report Is the result of quantItatIve, qualItatIve and desk research conducted by JWTntellIgence throughout the year.
SpecIcally for thIs report, we conducted quantItatIve surveys In the U.S. and the U.K. usIng SDNAF", JWT's proprIetary
onlIne tool. We surveyed 1,000 adults (500 AmerIcans and 500 8rItons) from AprIl 29|ay 2, 201J.
We also receIved Input from JWT's PlannIng ForesIght group In London and planners and researchers around the globe,
IncludIng ArgentIna, ColombIa, 7enezuela, AustralIa, SpaIn, Poland and ThaIland. n addItIon, we IntervIewed experts and
Inuencers In male trends.
JDN 8EFFY,
7P, CfK Consumer Trends, CfK Consumer
ExperIences North AmerIca
YANCY CDH,
fashIon edItor, ?"78@ magazIne
AF|AN0D CD|EZ,
dIrector of advertIsIng and promotIons,
Ask|en
8FA0 HAFFNCTDN,
executIve dIrector, 8oston College Center for
Work E FamIly, and professor, Carroll School
of |anagement
AN0Y TU,
S7P of marketIng, 8reak |edIa
EXPEFTS AN0 NFLUENCEFS*
A?## ,@@#&'/B to lecrn more cbout these experts cnd n]uencers.
1. Cender gets more uId
2. The ImageconscIous man
J. The multIdImensIonal man
4. Fetrosexuals
5. |en to admIre
6. The new mIdlIfe crIsIs
When "men were men," as the
sayIng goes, masculInIty was clearly
dened. Today, gender conventIons
are blurrIng and men are
formulatIng a more nuanced Idea
of what It means to be a man. The
"manly man" Is portrayed wInkIngly
these days, even as retro elements
of masculInIty enjoy a revIval.
/
FE0EFNNC |ASCULNTY
mage credIt: |arIan 8erelowItz
0
1. CEN0EF CETS |DFE FLU0
ConventIonal Ideas about male and female domaIns, actIvItIes, behavIors and styles are evolvIng: We're movIng toward a
more nuanced concept of gender that questIons some stereotypes and revIses old assumptIons. |IllennIals are leadIng the
way, less conned to tradItIonal gender roles and more wIllIng to break longstandIng norms to express theIr IndIvIdualIty. And
Cen Z Is poIsed to hold the least rIgIdly dened vIew of gender as they reach adulthood.
-1.
%2 3'$ )4('' &5)&
C*#& 7&' D(2#& '(&9- &##'
-( =(&)(82 -( -87'/-/(&7:
8(:#0 7&' E#"7F/(80 7&52(8#G
"6ender doesn't dene c
@#80(& 70 2H=" 70 /- H0#' -(G
6
"CuylIner" or "manscara,"
anyone: |IllennIal men
are more lIkely to accept
products or habIts assocIated
wIth women's groomIng
routInes. Two In 10 say none
of these are acceptable,
vs. J In 10 men of older
generatIons. (For country
breakdowns, see AppendIx,
FIgures 1C0.)
FCUFE 1A:
What's acceptable In groomIng
Percentage of AmerIcan and 8rItIsh men who say each of the followIng Is acceptable for men to use or do
|IllennIals (18J4) Cen Xers (J547) 8oomers (4867)
SkIn care
(moIsturIzer,
eye cream)
/.7
08
/-
/8
LIp balm -97
-9
-9
.8
FacIals !.7
-!
!!
:6
|anIcure !97
!0
!;
--
WaxIng/haIr
removal
--7
./
--
!!
Eyebrow
waxIng
:-7
!!
:-
.
FoundatIon 97
:;
/
.
8ronzer ::7
:0
:8
6
Fake tan :97
!!
:9
:6
Concealer :87
:0
0
6
EyelIner 07
:!
0
:
None of
these
!07
!8
!9
-8
NaIl
varnIsh
97
:.
0
6
;
WhIle a sIgnIcant
percentage of men don't
nd any of these fashIons
acceptable for men to wear
today, some are creepIng Into
the maInstream, especIally
among |IllennIals. (For
country breakdowns, see
AppendIx, FIgures 1EF.)
FCUFE 18:
What's acceptable In fashIon
Percentage of AmerIcan and 8rItIsh men who say each of the followIng Is acceptable for men to wear
|an bag -67
/:
-!
!;
FIgure shapers
lIke Spanx
::7
:6
:8
0
PInk or other
tradItIonally
"gIrlIsh" colors
-07
-9
..
!0
LeggIngs 67
:.
!
/
Two earrIngs !;7
-!
-8
!!
Shoe lIfts :/7
!!
9
:/
Women's jeans 67
:!
-
0
None of these -.7
!/
-.
.-
0eep 7neck TshIrts -;7
.6
-.
-!
Sarong :87
:0
6
0
9
n the 19th century, It was not uncommon for boys to wear dresses and have long haIr untIl age 7 or so, yet by the mIddle of
the next century, gender dIvIsIons were more clearly delIneated from bIrth onward. Now, those norms are evolvIng, slowly,
and people are becomIng more open to lettIng boys defy conventIon If they choose to do so.
Change Is afoot. n response to a petItIon from a
1Jyearold gIrl that collected 40,000 sIgnatures,
Hasbro plans to release an Easy8ake Dven
wIth a genderneutral desIgn and packagIng.
When Harrods In London remodeled Its huge Toy
KIngdom last year, It organIzed toys by theme
rather than gender. The U.K. group Let Toys 8e
Toys Is focused on "askIng toy retaIlers to stop
promotIng toys as only for gIrls or only for boys."
Dne SwedIsh kIndergarten has gone so far as to
dIscourage kIds from usIng genderorIented words.
0:7
<=()*>&>%$)? 4'$*'( @'5)A>%(+ 2%(
B5>?*('$ )('$C& >3D%(&)$&E >2 @%F+ G)$&
&% G')( D>$H )$* 4>(?+ G)$& &% D?)F G>&5
trucks, that's ne wIth me"
6!7 697
|EN TDTAL |LLENNAL |EN WD|EN
:8
Two toy companIes In Sweden, one of the most progressIve
natIons when It comes to gender, made headlInes last year for
the genderneutral Images In theIr catalogs. TopToy showed
a boy playIng wIth a baby doll and a gIrl shootIng a Nerf gun.
Leklust featured a boy In a SpIder|an costume pushIng a
doll carrIage and a gIrl drIvIng a toy tractor-creatIng an
InternatIonal sensatIon.
::
|IllennIals are seekIng more nuanced and uId Ideas about gender IdentIty.
WIth the acronym LC8T seen as too exclusIonary, some are adoptIng
"LC8TQA" for lesbIan, gay, bIsexual, transgender or transsexual, questIonIng
or queer, Intersex or Intergender, ally or asexual. 0espIte Its length, the
acronym stIll faIls to keep pace wIth the new mIxandmatch take on
gender and sexual IdentIty. WIth a vIew that promotes freedom from
gender boundarIes, |IllennIals are more wIllIng than prevIous generatIons
to embrace whatever suIts an IndIvIdual best.
Androgynous male model Andrej PejIc has
modeled women's clothIng In magazInes
and for the lIkes of Jean Paul CaultIer. "
guess professIonally 've left my gender
open to artIstIc InterpretatIon," he
told I#D 6(8> magazIne. Last year Ford
|odels' male dIvIsIon sIgned a woman,
Casey Legler, who has worn menswear for
All SaInts, among other brands.
3) -"# J75K8/J"-0 2(F#2#&- -('75
0##20 -( 8#F(:F# 78(H&' 072#K0#B
2788/7J#L -"/0 M*/::#&&/7:N J#&#87-/(&
/0 0##>/&J 0(2#-"/&J 2(8# 87'/=7:+ 7&
H@#&'/&J () J#&'#8 8(:#0 E#5(&' -"#
bncry o] mcle/]emcle. The core
OH#0-/(& /0&9- D"(2 -"#5 :(F#L EH-
D"( -"#5 78#P-"7- /0L /'#&-/-5
70 '/0-/&=- )8(2 0#BH7:
orentcton."
"CeneratIon
LC8TQA," !"#
I#D 6(8> !/2#0,
Jan. 9, 201J
Pe]c (ryht) wth
Q78(:/&7 QH8>(F7
mage credIt: ||Scene
:!
|aInstream brands are broadenIng theIr styles and color palettes for men, crossIng
over Into themes tradItIonally restrIcted to women's wear. For Instance, thIs season
there's no shortage of retaIlers offerIng pInk pants for men, from UnIqlo and Joe
Fresh to Express and 8rooks 8rothers. And J.Crew Is sellIng a oral sIlk scarf for
summer. |eanwhIle, men's bracelets have gone maInstream, wIth jewelers lIke
0avId Yurman offerIng a wIde selectIon.
mage credIts: J.Crew; 0avId Yurman; UnIqlo
:-
|ore men are takIng to tradItIonally femInIne actIvItIes, from cookIng to
knIttIng, as they seek to become more wellrounded and the stIgma such
hobbIes once carrIed for men fades. n SpaIn, for Instance, men are seekIng
status vIa the pursuIt of knowledge and development of skIlls, such as
studyIng hIstory or learnIng to cook. |en are pursuIng these actIvItIes on theIr
own terms. For example, men who cook wIll sometImes adopt professIonal
termInology, so "servIng a meal" becomes "platIng dIshes."
And they can often be found buyIng the latest gadgets or
technologIes that go along wIth these hobbIes.
mage credIts: Amazon [1], [2]
1(2#& &( :(&J#8 0##2
-( "78E(8 '8#720 () 2##-/&J
c touyh, mccho clphc mcle.
I(D -"7- D(2#& 78# D(8>/&J
"78'L -"#5 0##2 -( "78E(8
'8#720 () 7 JH5 D"( =7& D"/@
up brunch n the mornny."
SED WDNYEA,
team head of South
Korean food cable
channel DlIve, "|ore
men don the apron,"
!"# Q(8#7 R#87:',
AprIl 26, 201J
?(2#-"/&J 8#7::5 /&-#8#0-/&J
"70 ="7&J#' (F#8 -"# @70- '#=7'#+ 4(('
7&' =((>/&J "70 E##& =:/2E/&J -"# :/0- ()
whct men express cs cn nterest o] thers.
lt's prcctcclly decd even wth ccrs now. ln
7 0#&0#L -"# J787J# "70 2(F#' /&0/'# 7&'
t's c ktchen where men cre ndny
expressons o] mcsculnty."
JDN 8EFFY, 7P,
CfK Consumer
Trends
:.
Dnce consIdered the role of a woman, In ThaIland cookIng has become a trendy actIvIty
for men as a way to show style and class, as well as appear famIlyorIented and even
romantIc. Several cookIng shows on T7 are hosted by famous ThaI actors. n a commercIal
for Knorr's ThaI curry, a newlywed star couple Is about to prepare a meal, wIth the man
takIng the cookIng role and the wIfe lookIng on approvIngly.
n ArgentIna, a commercIal for Cranja del Sol's soy cutlets Implores men to "Heed your
femInIne sIde" wIth humorous scenes of men enjoyIng lessthanmasculIne moments
(moIsturIzIng, sIngIng soft rock ballads), leadIng up to a guy enjoyIng soy cutlets for
dInner. The ad allows that "every man has
somethIng deep and secret InsIde: the femInIne
sIde," somethIng that can comfortably coexIst
wIth the masculIne sIde.
mage credIts: TvcThaIlandAd; Cranja del Sol
:/
WHAT T |EANS FDF 8FAN0S
I%%H @'F%$* ) &()*>&>%$)??F 2'3)?' &)(4'&, 8rands have new opportunItIes to wIden theIr appeal as boys and men take
to actIvItIes and behavIors that haven't been seen as stereotypIcally male, whether It's a genderneutral Easy8ake Dven
for kIds, upscale kItchen gadgets or fashIon accessorIes. ThIs wIll often requIre redesIgnIng the product and/or messagIng
(e.g., many cosmetIc products have evolved from a unIsex packagIng for men to a more masculIne look and scent).
"hore mascuIIne" doesn't mean "uItra-manIy": WhIle a redesIgn mIght be necessary If refocusIng on a male target, don't
go too far In the other dIrectIon. ThIs could be vIewed as panderIng to InsecurItIes that may not exIst, ImplyIng the orIgInal
was not approprIate for men at all and alIenatIng those who were already comfortable wIth theIr genderuId behavIor.
J)A' 2K$ G>&5 4'$*'( $%(3+, WIth |IllennIals IgnorIng old presumptIons about
gender and brIngIng a more open mInd to gender IdentIty, brands can stand out
by auntIng conventIons In novel ways. All SaInts and Jean Paul CaultIer, for
example, have used a female model to show men's clothes and vIce versa. Df
course, some cultures wIll be more open to thIs than others. 8rands wIll need
to navIgate the tensIon that cultures are experIencIng as they shIft away from
models of hypermasculInIty (e.g., the "bloke" In AustralIa, the macho man In
LatIn AmerIca).
mage credIt: IH2S8( R(22#
<70#5 T#J:#8L 7 D(27&L
2('#:0 2#&90 7@@78#:L 70
/& -"/0 0"((- )(8 48#&="
27J7U/&# Numro Homme.
:0 mage credIt: |AC
WhIle the word "metrosexual" has faded away, the Interest In fashIon and
beauty care products that dened that cohort Is now evIdent, to greater
or lesser extents, among a wIde swath of males. The constant sharIng
of photos on socIal medIa and the hypercompetItIveness of job markets
are helpIng to drIve pressure on men to look theIr best: fashIonable,
wellgroomed and In shape.
2. THE |ACECDNSCDUS |AN
VH50 78# 0-78-/&J -( -7># 7 :/--:#
E/- 2(8# @8/'# /& -"#/8 7@@#787&=# 7&' 78#
2(8# D/::/&J -( '8#00 H@ (& (==70/(&0 -"7- -"#5
myht not hcve to. They cre seeny the vclue
n lookny cnd ]eelny ther best. There s ths
7&-/OH7-#' &(-/(& -"7- /-90 27&:/#8 -( &(- =78#
cbout the wcy you look. Now, more yuys cre
0-78-/&J -( 8#7:/U# -"7- D"#& 5(H :((> J(('L
you ]eel yood. Thct s cn dec thct s
reclly stcrtny to cctch on."
YANCY CDH,
fashIon edItor,
?"78@ magazIne
!"# D(8:' "70 =(2# -( 7
'/))#8#&- @:7=# &(D D"#& /-
=(2#0 -( 2#& -7>/&J =78# ()
themselves. l thnk more men
0@#&' 2(8# -/2# :((>/&J
/& -"# 2/88(8 -"7&
women do."
|AC makeup
artIst JDHN S.,
InstructIonal vIdeo,
vIa The 0aIly
8east, |ay 14,
201J
:6
|en say that today males are under more pressure than In the past to present a polIshed Image and, In fact, face the
same level of expectatIon In thIs regard as women. (For country and gender breakdowns, see AppendIx, FIgures 28C.)
607
%2 3'$ )4(''
C!"#0# '750L -"#8#90 2(8#
@8#00H8# -"7& /& -"# @70-
)(8 2#& -( '8#00 D#::
7&' E# D#::KJ8((2#'G
6-7
%2 3'$ )4(''
C!"#0# '750L -"#8# /0 70 2H="
@8#00H8# (& 2#& -( '8#00
D#:: 7&' E# D#::KJ8((2#' 70
-"#8# /0 (& D(2#&G
6;7
%2 3'$ )4(''
C!"#0# '750L -"#8# /0 70 2H="
@8#00H8# (& 2#& -( 0-75
/& 0"7@#W"7F# 7 J((' E('5
70 -"#8# /0 (& D(2#&G
:;
FCUFE 2A:
|en's appearance anxIetIes
Percentage of AmerIcan and 8rItIsh
men who say the followIng areas of
theIr appearance cause them anxIety*
.87
8EEF 8ELLY
--7
LD7E
HAN0LES
-!7
SXPACK
-87
|AN 8DD8S
!97
|USCLE
TDNE
!;7
HAF LDSS
:67
EXCESS7E
HAF
:67
NDNE DF
THESE
:.7
HECHT
:.7
NDSE
A4(8 =(H&-85 E8#7>'(D&0L 0## ,@@#&'/BL Fyures 20E.
!;7
WFNKLES
:9
|en are more aware than ever of trends In clothIng and accessorIes, thanks largely to
an explosIon In onlIne resources. WIth fashIon blogs as InspIratIon, fashIon columns
as guIdes and onlIne retaIlers as enablers, male consumers can easIly see what's
In style, receIve feedback and then purchase at theIr convenIence. "For the
last couple of years, men gave women a run for
theIr money at retaIl [In the U.S.], wIth
growth In sales of men's apparel
consIstently outpacIng growth In
women's," notes The NP0 Croup's
|arshal Cohen In an AprIl
report (although 2012 was an
exceptIon to thIs trend).
As men get comfortable wIth
fashIon, they're becomIng
open to less conventIonal
choIces, and maInstream
brands are startIng to push
some edgIer optIons.
!"#8# 78# 0-5:#K07FF5
2(F#0 -('75 -"7- 78# 7==#@-7E:# -"7-
275E# 5(H8 7F#87J# JH5 D(H:'&9- "7F#
thouyht to try three or ]our yecrs cyo. We
XH0- "7' 7 @"(-( 0"((- -"7- D70 '#F(-#'
to ]orcl pctterns ]or sprny-whether t s
wecrny c ]orcl shrt wth c sut cnd te or
tryny out ]orcl shorts. 6uys cre more
wllny to tcke rsks todcy."
YANCY CDH,
fashIon edItor,
?"78@ magazIne
!"# )8H2@5 Y(=>#80 7&' -"# 2#&90
F#80/(& () 2(2 X#7&0 7&' -"# (F#80/U#
0"/8-0 E/::(D/&J :/># X/E0 "7F# E##& E7JJ#'
up cnd shpped to 6oodwll. Even dotcom
J##>0 "7F# 0:(D:5 E#JH& 2(F/&J 7D75 )8(2
-"# "(('/#0 7&' 0&#7>#80L >&/-K"7-K7&'K
swectshrt Smur] look. ln Slcon \clley
these dcys, the steclth syner o]
0-7-H0 /0 -"7- -"8(DE7=> -( -"# J:(85
'750 () "7E#8'70"#85+ E8/J"-:5
pctterned socks."
"The FIse of the
Well0ressed |an,"
!: !"# I#D 6(8> !/2#0
?-5:# *7J7U/&#,
Feb. 27, 201J
!8
DnlIne retaIlers lIke 8onobos, Frank E Dak and JackThreads
offer ontrend menswear at affordable prIces, expandIng
the horIzons of men who mIght be unable to nd sImIlar
goods at local stores and provIdIng curated selectIons that
make shoppIng easIer. 8onobos, In partIcular, has ourIshed,
raIsIng more than S70 mIllIon In fundIng, venturIng Into the
physIcal world and partnerIng wIth Nordstrom.
mage credIt: 8onobos
48(2 -"# '7@@#8 0H/-0
(& ,*<90 |ad |en -( -"#
/2@#==7E:5 '8#00#' 0-780 ()
"/@K"(@ 7&' -"# I;,L -('7590
)70"/(&/0-( )7F(80 78-/07&7:L
D#::K-7/:(8#' =:(-"/&J
thct ts the wcy t's
supposed to."
"From schlub
to stud: |en step up
theIr style," ?7& Z(0#
*#8=H85 I#D0,
AprIl 1J, 201J
!:
For men who don't have the tIme, eye or patIence for shoppIng but want a sharper
wardrobe, subscrIptIon servIces employ stylIsts to put together personalIzed selectIons.
CompanIes such as Trunk Club, FIve Four and 8ombfell ask customers an InItIal serIes of
questIons to determIne theIr style, and subscrIbers pay only for what they keep. Trunk
Club, a forerunner In thIs space, projects sales of S40 mIllIon In 201J.
For desIgner apparel, |r Porter carrIes more than 170 of the "world's leadIng brands,"
attractIng 1.6 mIllIon monthly unIque vIsItors. As of 2011, men account for more than
40 of the luxury goods market, up from J5 In 1995, accordIng to 8aIn E Co.
mage credIts: Trunk Club; |r Porter
:1-
LM NOP
say they actIvely choose to
portray a partIcular look and
style themselves carefully
to maIntaIn It
!!
|en's groomIng products are one of the beauty Industry's fastestgrowIng segments, wIth global revenues rIsIng by an
average of 6 a year sInce 2006-reachIng almost SJJ bIllIon In 2011-accordIng to EuromonItor nternatIonal. n the U.S.,
|Intel forecasts that men's toIletrIes wIll be a SJ.2 bIllIon market by 2016, a S1 bIllIon Increase from 2006. (To see our
survey data on whIch cosmetIcs men nd acceptable for males today, see page 7 In "Cender Cets |ore FluId.")
n |ay, Amazon launched a |en's CroomIng
shop, featurIng mass and hIghend brands
In categorIes IncludIng skIn care, body care
and haIr care. The sIte has a dIstInct
blackandwhIte desIgn and Includes how
to edItorIal content from *#&90 4/-&#00.
|ale celebrItIes are startIng to replace
models In marketIng for men's cologne, In
part because "Ten years ago, It was quIte
dIfcult for an actor to admIt that they
take care of themselves," 7alerIa |anInI,
managIng dIrector of 8ulgarI Perfums,
told !"# I#D 6(8> !/2#0. Now, "There's
no barrIer anymore." 8ulgarI enlIsted ErIc
8ana as the face for the new fragrance
|an Extreme. (Also see SImon 8aker
for CIvenchy's Centlemen Dnly scent on
page 88.)
mage credIts: Amazon; 8ulgarI
!-
SkIn care and cosmetIcs companIes lIke Jack 8lack and
|enajI aIm to appeal to men wIthout trIggerIng assocIatIons
wIth women's cosmetIcs, namIng products wIth "manly"
monIkers such as The 0efensIve LIne and Urban Camouage.
SImIlar to fashIon subscrIptIons for men, companIes such
as 8Irchbox |an and Urban Cargo send subscrIbers boxes
of curated sample groomIng products. |en's groomIng
brand Kyoku for |en has a subscrIptIon servIce for Its
own products.
mage credIts: |enajI; 8Irchbox |an
!.
Q%K&5 R%('), South Korea Is one of the largest consumers
of men's skIn care products, claImIng about a fth of
worldwIde sales. n 2012, South Korean men spent nearly
S500 mIllIon on skIn care products alone, accordIng to
EuromonItor nternatIonal. Some men are even embracIng
makeup-the AP terms South Korea the "male makeup
capItal of the world"-as a way to make strong rst
ImpressIons and stand out In a competItIve job market. (The
AP explaIns that "effemInate male beauty" sIgnals socIal
success.) Korean AIr holds an annual makeup class for Its
male Ight attendants.
S5>$), ChIna has seen a dramatIc rIse In men's cosmetIcs sales
In the past ve years, wIth a market that Is worth almost S1
bIllIon. ThIs year EuromonItor estImates a 1J.4 Increase In
men's groomIng sales, whIch are rIsIng faster than overall
personal care products. And between 2008 and 2011, the
men's fragrances market grew 20, per |Intel. AccordIng to
Kantar Worldpanel, ChInese men take greater care In theIr
groomIng routInes than European men, usIng more products
more frequently. "Younger male consumers are shIftIng away
from theIr conservatIve tradItIons," says a |Intel analyst.
mage credIts: LaneIge; CIllette
Some AsIan markets are emergIng as major consumers of men's cosmetIc products. A look at four of these:
!/
T$*>), The men's segment accounts for around a thIrd of ndIa's cosmetIcs
market, accordIng to research company FNCDS. Teenagers are helpIng to
drIve a forecast annual growth rate of 18 for men's cosmetIcs between
2011 and 2015. KlIne E Co. puts 2012 growth for the male groomIng
products market at J2. |en are now buyIng skIn lIghteners-long popular
wIth women-such as CarnIer |en's PowerLIght, whIch promIses "a faIrness
performance so Intense that you can now measure It." Some ndIan cItIes
have even seen the emergence of makeup classes for men.
=5)>?)$*, ThaIland also has seen Increased
Interest In men's cosmetIcs. Ads for a
whItenIng face scrub from 7aselIne feature
a martIal artIst usIng the product for a
lm, maIntaInIng hIs masculInIty whIle
earnIng the crew's admIratIon. TargetIng
the younger men who are drIvIng thIs trend,
a serIes of ads for cosmetIcs company and
clInIc WuttIsak star the Kpop boy band
81A4, showcasIng theIr unblemIshed skIn.
mage credIts: CarnIer; WuttIsak
!0
Spas and cosmetIc clInIcs go hand In hand wIth a greater focus on groomIng and looks In general. "Look for far more
spas to buIld out comprehensIve, formen 'beauty' menus-male waxIng and threadIng servIces and mangeared
cosmetIc procedures," accordIng to SpaFInder's trends for 201J. Farely seen In AmerIcan spas 25 years ago, men now
account for about J0 of U.S. spa vIsItors, accordIng to SusIe EllIs, presIdent of SpaFInder.
mage credIt: Courthouse ClInIcs
, :(- () JH50 "7F# 7:D750 -"(HJ"- ()
-"# 0@7 70 7 D(2#&90 8#7:2L 70 -"# @:7=#
D"#8# 5(H8 2(2 (8 5(H8 J/8:)8/#&' '/07@@#780
to on c Sundcy when you're wctchny ]ootbcll.
,&' JH50 D"( 78# 0-78-/&J -( -7># 2(8# () 7&
/&-#8#0- /& -"# D75 -"#5 :((>L -"#598# 0-78-/&J -(
8#7:/U# -"7- 275E# /- /0 [Q )(8 2# -( J( 0@#&' 7
:/--:# 2(8# 2(&#5 (& 7 "7/8=H-L 275E# /- /0 [Q
-( J#- 7 )7=/7: #F#85 (&=# /& 7 D"/:# XH0- -(
)8#0"#& H@L (8 0@#&' 7 :/--:# 2(&#5 (& 7
yrect strcyhtrczor shcve."
YANCY CDH,
fashIon edItor,
?"78@ magazIne
n 2012, AmerIcan men underwent 1.25 mIllIon cosmetIc
procedures, a 5 yearoveryear Increase. SInce 2000,
cosmetIc procedures for men have Increased by 22,
accordIng to the AmerIcan SocIety of PlastIc Surgeons. Last
year, male patIents for 8otox Increased by 27 over 2011,
per a study by the AmerIcan Academy of FacIal PlastIc
and FeconstructIve Surgery. n the U.K., the founder of
Courthouse ClInIcs, a chaIn wIth 10 branches, has cIted a 40
Increase In 8otox for men over the last year.
!6
n 7enezuela, rapIdly expandIng barbershop franchIse Dnly for |en offers
servIces such as facIals and manIcures. Dnly for |en descrIbes Itself as "the
InterpretatIon of a new generatIon of men who value appearance and health
as a means to achIeve success In all areas of lIfe."
n AustralIa, the QT hotel In Sydney opened wIth a men's barber and day
spa, featurIng treatments taIlored toward men.
mage credIts: Dnly for |en; The 7ersatIle Cent
!;
"ThInspo" and "thInspIratIon" now have counterparts
embraced by males: "tspo" and "tspIratIon," applIed
to InspIratIonal photos for men lookIng to craft sculpted
bodIes. t seems that men are under more pressure to
showcase a muscular physIque. Hollywood's leadIng men
are more chIseled and buff than ever, and hunks are
populatIng advertIsIng as well, even If they're depIcted wIth
a wInk (e.g., the Dld SpIce spokesmen, Kraft's Zesty Cuy
and new 0Iet 0r Pepper star Josh 8utton).
8oys are becomIng more concerned wIth body Image at
a younger age, accordIng to a U.S. study publIshed In
\#'/7-8/=0. A study In the U.K. found that 78 of men
wIshed they were more muscular. n ArgentIna, gyms
have seen enrollment Increases thanks to male
tourIsts lookIng to work out before hIttIng the beach.
mage credIt: Powerful Yogurt
1# JH50 &(D "7F# -( =(2@78#
(H80#:F#0 -( /2@(00/E:# E('/#0L )8(2
-"# F72@/8#0 D"( "7F# J(--#& :#7&
(& 7& 7::K]!8H ;:(('9 '/#- -( ?="2/'-90
7'(8>7E:# 7E0 (& -"# New CIrl. ... lt's
7:2(0- :/># D# ,2#8/=7& 2#& 78#
#B@#8/#&=/&J -"# E('5K/27J# /00H#0
-"7- "7F# 0( :(&J E##& -"#
E7&# () ^ ,2#8/=7&
women."
"Hollywood's
New Arms Face,"
!"# 17:: ?-8##-
Z(H8&7:, AprIl 26,
201J
!"# &#D E87&' \(D#8)H:
6(JH8-P7 27:#K-78J#-#'
V8##> 5(JH8-P@8(2/0#0
-( "#:@ 2#& C4/&' 5(H8
nner cbs."
!9
U(%A>*' ')+F *>4>&)? %D&>%$+, |any men prefer to browse onlIne
than In store, and especIally apprecIate curated and/or personalIzed
offerIngs that keep browsIng at a mInImum. Frank E Dak, for
Instance, asks men to regIster at the sIte and answer questIons about
theIr style, then shows a personalIzed store for each customer.
O3D%G'( 3'$ ()&5'( &5)$ +&>( )$V>'&F, |en may be just as
anxIous about theIr shortcomIngs as women can be. They too worry
about lookIng fat and other elements of theIr physIque. Help men
feel selfcondent and secure by showIng how your brand can help them look better and compete In the IncreasIngly
unforgIvIng socIal medIa sphere, datIng realm and job market.
W>)? *%G$ &5' >$&>3>*)&>%$ 2)B&%(, Several underwear brands, for example, perceIve an "abs fatIgue" among male
shoppers, !"# I#D 6(8> !/2#0 reported In |ay. A desIgner wIth the 2(x)Ist label saId the company Is shIftIng toward
somethIng "a lIttle less steroIdy" In Its Images.
mage credIt: Frank E Dak
-8
J. THE |ULT0|ENSDNAL |AN
As gender conventIons fall away, men are comIng to a more nuanced Idea of masculInIty that's less hard chargIng and career
focused, more wellrounded and famIly focused-even In cultures where a macho or "bloke" ethos has prevaIled. At a tIme
when professIonal men's sports have largely applauded an N8A player's comIngout, masculInIty Is no longer synonymous wIth
womanIzIng or other uberheterosexual traIts. ndeed, pop culture has lIttle room for men
who espouse such traIts, unless they're presented IronIcally or as the butt of jokes.
1#9F# 0##& Project X
E# E/J 7&' 21 E Dver "7F# /-0
plcce. 8ut the dec thct you ccn
:/F# -"7- D75 /& 5(H8 8#JH:78 :/)# /0
7E0(:H-#:5 @700SP-"# /'#7 -"7- 392
yony to be c St]er ]orever or books
:/># Hope They Serve 8eer In HellL
D"/=" D70 @(@H:78 'H8/&J -"#
8/0# () -"# :7' 27J =H:-H8#
7&' |axIm."
AN0Y TU,
S7P of
marketIng,
8reak |edIa
39F# E##& 0( @8(H' -( E# 7
@78- () -"/0 0#J2#&- () 7-":#-/=
"/0-(85L E#=7H0# D# 78# -7>/&J
ths on cnd we cre redenny
270=H:/&/-5 7&' 0"(D/&J 7 &#D
'/2#&0/(& () 270=H:/&/-5
-"7- 392 0( @8(H' -(
be c pcrt o]."
0D|DNQUE
FDXWDFTH, presIdent
of the NatIonal Football
League Players AssocIatIon,
on basketball player Jason
CollIns outIng hImself,
47=# -"# I7-/(&, C8S,
|ay 5, 201J
-:
3&0-#7' 5(H
0## -"#0# 27:# ="787=-#80
:/># (& New CIrl. lt's not cbout
JH50 J#--/&J -"# J/8:0L /-90 7E(H- JH50
E#/&J 0H@@(8-/F# 7&' -"#8# )(8 -"#/8
yrl roommcte who's ther ]rend. And
5(H 0## M|odern FamIlyN ="787=-#80
:/># \"/: YH&@"5L D"( /0 F#85 /&
touch wth hs dcuyhters."
4/F# 5#780 7J(L 5(H 0-/:: "7' -"/&J0
:/># <"78:/# ?"##& (& Two and a Half |en
7&' -"# Y7F/' ?@7'# ="787=-#8 M(& Fules of
Engagement] beny these sleczy yuys. l don't
know thct they yet cwcy wth thct cnymore.
3-90 )H&&5 -"7- -"# JH5 -"7-90 @8#'(2/&7&-:5 /&
thct role now on T\ s Nel Pctrck Hcrrs,
7&' "# 7:2(0- J#-0 7D75 D/-" /- E#=7H0#
#F#85E('5 >&(D0 /-90 -(&JH# /& ="##>L
-"7-90 &(- D"( "# /0 D"#& "#
wclks o]] ccmerc.
mage credIt: I#D 6(8>
=JOP
PLX
AN0Y TU,
S7P of
marketIng,
8reak |edIa
-!
FCUFE JA:
What denes men today
Percentage of AmerIcan and 8rItIsh men who say the followIng factors are among "the prImary thIngs that dene men today"
68
0/
0.
/6
/0
//
/!
.9
.;
.-
.-
8eIng a "gentleman"/good manners
KeepIng hIs word
HIs personal values
HIs knowledge/IntellIgence
HIs abIlIty to make decIsIons
FInancIal support for famIly
EmotIonal support for famIly
ParentIng abIlItIes
HIs lIfe experIences
Career success
Handyman skIlls
!:
!:
:;
:6
-:
:0
!0
:-
!.
;
!-
PhysIcal strength
How much money he makes
Power In the workplace
HIs attractIveness
AbIlIty to bond over sports
Comfort wIth hIs femInIne sIde
NavIgatIonal skIlls
The car he drIves
AttractIveness of hIs sIgnIcant other
What he eats
Number of sexual conquests
What makes a man: 8eIng a man cIrca 201J Is much less about power, lIterally and guratIvely, and more about beIng
honorable. The sIze of hIs paycheck Is far less Important on Its own than the abIlIty to support hIs famIly-and beIng a good
parent Is a bIgger denIng factor of manhood than career success. (For country breakdowns, see AppendIx, FIgures J8C.)
--
Fecent research paInts men as aspIrIng to be
wellrounded and upstandIng. A 2012 U.S.
study by 8reak |edIa, a company
that creates and dIstrIbutes
maletargeted onlIne content,
declares: "Today's man Is a
mensch," denIng the YIddIsh
word as a "good guy" or
"someone to admIre and
emulate."
JDN 8EFFY, 7P,
CfK Consumer
Trends
AN0Y TU,
S7P of
marketIng,
8reak |edIa
!"#8#90 7 D#::K8(H&'#'&#00 -"7-
men cspre to todcy. For c study we dd
)(8 |en's Health 27J7U/&#L D# -7:>#' D/-"
2#& 7E(H- -"# -87/-0 -"7- -"#5 2(0- 70@/8#
to. They cre, n order: beny hcppy, condent,
#705J(/&JL 0#:)K8#:/7&-L "78'D(8>/&JL @87=-/=7:L
)H&K:(F/&JL D#::K/&)(82#'L '/0=/@:/&#'L (@#& -(
new decs cnd wellrounded. Thct suyyests
2#& 78# 2(F/&J -(D78'0 7& #B@8#00/(&
() 0#:) -"7-90 &(- #/-"#8W(8L E:7=> 7&'
D"/-#P5(H =7& E# "78'D(8>/&J
cnd ecsyyony."
3& (H8 0H8F#5L -"#
scme thnys kept ]octny to the top:
beny wellrounded cnd yoodhecrted.
,&' @#(@:# /& (H8 0-H'/#0 -"7- D#8#
]cthers, No. 1 by ]cr wcs beny c yood
]cther. The common threcd s, men cre
-85/&J -( E# J((' JH50L -85/&J
to do whct's ryht."
-.
"|en Cone |Ild!" exclaImed a I#D 6(8> \(0- headlIne last
year, accompanyIng an artIcle that explaIned "why more
guys are sowIng theIr notatallwIld oats at Crated bachelor
partIes." n AustralIa, home of "bloke" culture, !"# ?5'&#5
*(8&/&J R#87:' reports that "8achelor partIes and boys'
nIghts out are beIng replaced wIth talkIng cIrcles, health
spas and menonly workshops." Clearly men are expressIng
masculInIty In new ways. Among these are adventures bIg
and small (thInk Tough |udder or a quest to nd the best
barbecue).
Fecent years have seen the rIse of mIlItarystyle athletIc
challenges lIke Tough Cuy In the U.K., Tough 8loke In
AustralIa and U.S.based Tough |udder. The latter Is a Jyear
old company that's holdIng
around 50 events thIs year
In several countrIes and has
plans to expand further.
The company says 700,000
people (mostly men) have
partIcIpated In Its hardcore
obstacle events, several
of whIch have sold out
thIs year.
3-90 D"7- D# =7:: ]027:: 7'F#&-H8#09P
whct's hcppenny n men's downtme.
T#/0H8# 7&' '(D&-/2# /0 D"#8# 2#& 78# J(/&J
to express mcsculnty. . Nobody cclls ther
buddy cnd scys, 'Hey, let's yrcb c beer.' They ccll
ther buddy cnd scy, 'Let's yo nd ths crc]t beer
-"7- -"#5 (&:5 "7F# (&# >#J () /& (H8 =/-5L 7&'
let's yo nd the yrect buryer thct's n c shed
behnd c ycs stcton thct we know cbout.' lt's
-7>/&J -"# (8'/&785 7&' -H8&/&J /- /&-( -"#
extrcordncry. And thct ]eels lke
c very yuyonly zone."
AN0Y TU,
S7P of
marketIng,
8reak |edIa
mage credIt: Tough |udder
-/
"Today, who Is really a macho:" asks the dramatIc voIceover for a humorous CocaCola LIght commercIal from LatIn AmerIca.
"The strongest: A man who never crIes: A man who dates 20 women at a tIme: No! |acho Is the one who Is In a veyear
relatIonshIp. . |acho Is a man who runs In tIghts, who can admIt there are more attractIve men than hIm, who knows how to
do the laundry, who gets up at 4 a.m. to change dIapers." UltImately, "macho" Is a guy who brIngs CocaCola LIght to a party
"and couldn't care less what others thInk of hIm."
n |exIco-where thIs commercIal proved
controversIal-a CocaCola LIght promotIon had a
man wIshIng happy annIversary to hIs gIrlfrIend on
the eld after a soccer match; "|acho Is . sayIng
' love you' In front of thousands of people In a
stadIum," says the vIdeo.
mage credIt: CocaCola
-0
Another lowcalorIe drInk provIdes an InterestIng case study.
n 2011, 0r Pepper Ten launched In the U.S. as a male
targeted lIght soda wIth the taglIne "t's not for women."
CommercIals showed "aggressIve, actIonmovIe herolIke
men racIng through the jungle swIggIng cans of the soda,"
as the youth market research rm YPulse descrIbes It.
Consumers took offense, whIle the message "dId not mesh
wIth the kInd of masculInIty that Cen Y men have cultIvated
for themselves," notes YPulse. ThIs year the brand adopted
a tongueIncheek, IronIc approach, followIng the path
forged by Dld SpIce. "The manlIest low calorIe soda In the
hIstory of mankInd" Is the taglIne, and a commercIal shows
a mountaIn man engagIng In overthetop endeavors lIke
canoeIng wIth a bear.
SImIlarly, In the U.K, maletargeted chocolate bar YorkIe
had used the taglIne "Not for gIrls" sInce 2001. 8ut "lIke
watchIng reruns of [U.K. sItcom] *#& ;#"7F/&J ;7':5, the
joke was actually over" a decade later, reads a case study
from JWT, the Nestl brand's agency. A successful campaIgn
by JWT London that launched In 2012 carrIes the slogan
"|an fuel for man stuff," humorously showIng a man haulIng
all the grocerIes from the car In one batch as If It were an
actIon hero's feat.
mage credIt: 0r Pepper; YorkIe
-6
U(%A>*' D%+>&>A' )+D>()&>%$)? &5'3'+, |en have largely posItIve aspIratIons-to be wellrounded, honorable and decent-but
many ads assume they are less wellIntentIoned. A study publIshed In the 2012 book V#&'#8L <H:-H8#L 7&' <(&0H2#8 ;#"7F/(8
found that men lIke advertIsIng that can serve as a motIvatIonal tool. "WhIle partyIng and promIscuIty are often depIcted
In advertIsIng, some men nd these Images to be negatIve portrayals of theIr gender and are, In fact, turned off by them,"
accordIng to UnIversIty of llInoIs marketIng professor Cele Dtnes.
W>)? *%G$ &5' &'+&%+&'(%$' 2)B&%(, As the 0r Pepper case study
shows, chestthumpIng masculInIty Is out of touch wIth the tImes.
|arketers must take cautIon not to alIenate men who embrace
a modern, nuanced take on manhood. n 2009, for Instance,
0ockers mIsstepped wIth a "manIfesto" that bemoaned men as
"left stranded on the road between boyhood and androgyny." The
taglIne "Wear the pants" remaIns, but the apparel brand's tone
has sInce changed.
Q5%G 3'$ G>&5 3%(' *>3'$+>%$+, 8eIng "manly" today means
leavenIng tradItIonal traIts lIke condence and decIsIveness
wIth some doubts and fears. n the whIte paper "|asculInIty: A semIotIc and cultural exploratIon In ndIa," author Satyam
7Iswanathan poInts to a spot for |ountaIn 0ew featurIng Salman Khan, ndIa's "most macho and vIrIle male Icon," lookIng
nervous as he prepares for a base jump from a hIgh mountaIn perch. The message: "Dvercome your fear, for beyond It lIes
vIctory." 7Iswanathan advocates acknowledgIng and celebratIng vulnerabIlIty.
J'?D 3'$ 3)H' &5' 3%+& %2 *%G$&>3', Andy Tu of 8reak |edIa advIses that sInce men are usIng theIr leIsure tIme to "be a
guy," marketers can help to enable a leIsure experIence or to Improve It. 8ear In mInd that "guy" experIences today are more
varIed In scope than the few actIvItIes typIcally seen In ads.
mage credIts: ,'D##>
-;
!" $%&$'(%)*+,(
WIth gender dIvIsIons gettIng blurry, some men-and especIally |IllennIals-are lookIng to the past for InspIratIon on style and
skIlls from generatIons where male IdentIty was more dIstInctIvely expressed. And whIle ultramasculIne behavIor has become
less acceptable In socIety, It can be expressed more harmlessly In style choIces or retro actIvItIes.
3& 0(2# 0#&0#L JH50 78#
:((>/&J )(8 7 2(8# 0-7E:# #87 D"#8#
mcsculnty wcs more dened. l don't
&#=#0078/:5 -"/&> -"7- 2#7&0 -"#598# 7'(@-/&J 7::
o] t. They're smcrt cnd ob]ectve enouyh to look
7- |ad |en 7&' &(- -"/&>L ]3 0"(H:' E# ="#7-/&J (&
my w]e.' 8ut they're tckny the cooler cspects
() /-L 275E# /& -#820 () -"# D75 Y(& Y87@#8
J8((20 "/20#:) (8 -"# (:'K)70"/(&#'0
"# '8/&>0L 7&' H0/&J -"#2 70 7
D75 -( E(:0-#8 -"#/8 (D&
mcsculne dentty."
YANCY CDH,
fashIon edItor,
?"78@ magazIne
We asked men to choose men they admIre from a lIst of J0
promInent names. Sean Connery came In at No. 2, behInd
8Ill Cates and just ahead of 8arack Dbama. Further down the
lIst, Frank SInatra narrowly edged out 8Ill ClInton, Ceorge
Clooney and 8rad PItt.*
A4(8 7 )H:: :/0- () 8#0H:-0L 0## @7J# _` n "Men to Admre" secton.
-9
!" $%&$'(%)*+,(
|any |IllennIal men feel nostalgIc for a masculInIty of the past and even out of step wIth the way It's expressed today-more
so than theIr elders.
/:7 /;7 -;7 -;7
<T& 2''?+ ?>H' 3F >*') %2
G5)& >& 3')$+ &% @' )
3)$ >+ $% ?%$4'( G>*'?F
accepted In socIety"
<N'$ +''3 ?'++ 3)+BK?>$'
than In the past"
<N'$ B)$C& @' Y3'$C
anymore"
<T 2''? ?>H' &5'(' )('$C&
3)$F %DD%(&K$>&>'+ &% *%
'guy stuff' today"
/;7 0/7 /87 /-7
\#8=#&-7J# () ,2#8/=7& 7&' ;8/-/0" 2#& D"( 7J8##
|EN TDTAL |EN TDTAL |EN TDTAL |EN TDTAL |LLENNAL |EN |LLENNAL |EN |LLENNAL |EN |LLENNAL |EN
.8
!" $%&$'(%)*+,(
|en are takIng fashIon cues from varIous bygone eras, a countertrend to today's genderblurred fashIons (e.g., "boyfrIend"
shIrts for women, pInk jeans for men). And some groomIng habIts have also gone retro, at the same tIme that men are
embracIng new categorIes of groomIng products. |eanwhIle, actIvItIes and skIlls lIke cooperIng (makIng whIskey), butcherIng
and woodworkIng are makIng a comeback among a hIp young crowd.
mage credIt: FrIends WIth 8oth Arms
;8/-/0" )(:> 8(=>
E7&' *H2)(8' a
?(&0 "70 )(H&' 2700
0H==#00 D/-" /-0 (:'K
tmey sensblty.
.:
!" $%&$'(%)*+,(
mage credIt: JustIn TImberlake
After workIng wIth desIgner Tom Ford on an Image makeover,
JustIn TImberlake now comes off as "a new Cary Crant," as
!"# I#D 6(8> !/2#0 puts It. He wears a tux wIth bowtIe on the
cover of hIs latest album; Its rst sIngle Is tItled "SuIt E TIe."
l] n style terms Mr. Tmberlcke
"70 0H''#&:5 "/- 0-8/'#L "# '(#0 0( /& 0-#@
D/-" 7 J#&#87-/(& () =(&-#2@(878/#0L 2#&
D"(0# #78:5 0-5:# 2('#:0 87& 7 J8/2 J72H-
]rom Tm Allen to Snoop 0oyyy 0oyy. Rcsed on
Y(=>#80 7&' 0D#7- @7&-0 7&' -"# 0:(E)#0- -"7-
D70 <70H7: 48/'75L -"7- 072# J#&#87-/(&
"70 &(D 0-72@#'#' /& -"# '/8#=-/(& ()
7& /&'#0-8H=-/E:# )(82 () 27:#
crmor: the sut."
"JustIn
TImberlake, He's
All 0ressed Up,"
!"# I#D 6(8>
!/2#0, |arch 21,
201J
.!
!" $%&$'(%)*+,(
HIrsute looks that harken back to faces of the past have
made a comeback. |ustaches are on the upswIng, drIven In
part by the success of |ovember, the men'shealth charIty
InItIatIve that orIgInated In AustralIa. WIth 8ollywood actors
adoptIng handlebar mustaches, "what was once consIdered
a sIgn of rustIc machIsmo has now become a roarIng style
statement" In ndIa, per the Y7/:5 *7/:. And the type of
hearty facIal haIr that has popped up In the latest season of
*7' *#&, set In 1968, has become a more common sIght.
mage credIts: |ovember E Sons; 8rooklyn CroomIng
2012's Movember drve, ttled "Movember
a ?(&0LG )#7-H8#' 7 8#-8( :((> 7&' -(:' 2#&
-( :#78& )8(2 C-"# =(::#=-/F# >&(D:#'J# ()
yenerctons." The smcll compcny 8rooklyn
6roomny ccters to loccl becrds.
.-
!" $%&$'(%)*+,(
mage credIts: 8rooklyn 8eefsteak; The Art of |anlIness [1], [2]
"8eefsteaks" were an old New York tradItIon that Involved a hall of dIners
drInkIng beer and eatIng sIrloIn wIthout utensIls. Two |IllennIal men have
revIved the Idea In 8rooklyn over the past few years. Not surprIsIngly, "the
crowd was mostly male: young, shaggy, preferrIng annel shIrts," reported
!"# I#D 6(8> !/2#0 In 2011.
SInce It launched In 2008, the Art of |anlIness blog has amassed 100,000plus
subscrIbers, accordIng to the couple who run It. TheIr aIm: "helpIng men be
better husbands, better fathers, and better men" by lookIng "to the past to
nd examples of manlIness In actIon."
..
!" $%&$'(%)*+,(
mage credIts: 0ollar Shave Club; 8arbasol
"Your handsomeass grandfather had one blade-and polIo!" declares
0ollar Shave Club cofounder |Ichael 0ubIn as he dIsmIsses hIghtech blades
In a promotIonal vIdeo that has more than 10 mIllIon YouTube vIews. The
razorshIppIng startup makes a case for basIc razors by harkIng back to older
tImes: "ShavIng should be sImple," reads the websIte. "t sure used
to be. Look at old photos of your father E grandfather."
A U.S. campaIgn for shavIng cream brand 8arbasol, whIch launched In
January, harkens back to archetypes of manly men usIng a lIghtly Irreverent,
tongueIncheek tone. CommercIals show a pIoneer of the mId19th century,
a baseball player In 1920 and a World War soldIer speakIng to theIr male
descendants of 201J, goodnaturedly mockIng them. Says the pIoneer,
"We're on the Dregon TraIl. You're on a . juIce cleanse:" He closes wIth,
"LIsten, JuIcebox, If you're not goIng to eat lIke a man, could you at least
shave lIke a man:"
./
!" $%&$'(%)*+,(
mage credIt: Solo
The lemony soft drInk Solo has been posItIoned as a masculIne
beverage sInce Its launch In AustralIa some 40 years ago, wIth
commercIals showIng Solo |an deftly canoeIng and raftIng. n 2012,
Schweppes revIved the actIon hero after a long absence, but thIs tIme
showIng the "DrIgInal ThIrst Crusher," a woodchopper who dIscovers
"a magIcal lemon tree and Its thIrstcrushIng power." AccompanIed by
an oldtImey versIon of Solo's jIngle, the spot reInforces the brand's
herItage In an IronIc and somewhat subversIve way-today thIs manly
hero belongs more to the past than the present, and Isn't to be taken
too serIously.
.0
Petro themes can both promote and parody hyper-mascuIIne men: WhIle marketers have tapped Into classIc male Icons
and nostalgIa for years, retro has specIal appeal at a tIme when many men (especIally |IllennIals) aren't quIte sure how
to express masculInIty. They're lookIng to the past for role models-many of whom are more unapologetIcally male than Is
acceptable today. ThereIn lIes the appeal, up to a poInt. |en aren't lookIng to embrace these
older notIons wholesale, gIven today's more nuanced notIon of masculInIty. Thus we see
marketers depIctIng manly men of the past wIth a wInk.
=)H' >$+D>()&>%$ 2(%3 &5' @'+& %2 &5' D)+&, Dr borrow a few appealIng elements,
as 0ollar Shave Club Is doIng. Dr, by contrast, help men look forward rather than
back, provIdIng new role models and rules.
AN0Y TU,
S7P of
marketIng,
8reak |edIa
ZH0- @:5/&J -"# &#DL
0@#=/7:L =((:#0-L :7-#0-L
J8#7-#0-L /0&9- -"# (&:5
D75 -( E#=(2# @78- ()
-"# =(&F#807-/(&
set."
.6
Today's male Icons tend to be men who offer somethIng extra
beyond theIr most noteworthy accomplIshments. When we
asked men whom they admIre from a lIst of J0 names, the top
choIce was 8Ill Cates-known for hIs phenomenal success and
fortune as well as hIs focus on phIlanthropy. n sports, 0avId
8eckham ranked hIgh, a star player who's also seen as a style
Icon, famIly man and dogooder. Also wellregarded
are celebrItIes lIke Ceorge Clooney and 8rad
PItt, who are multItalented-they dIrect and/
or produce as well-and serIous about socIal
causes.
UltImately, however, dad stIll knows best:
n openended responses, men were most
lIkely to name a father or father gure
(stepfather, grandfather, etc.) as the man
they most admIre.
5. |EN TD A0|FE
*#& 78# ^ :((>/&J -( E#=(2#
E#--#8 2#& 7=8(00 -"# E(78'L 70@/8/&J
-( E# 2('#8& .#&7/007&=# 2#&L /)
you wll. For excmple, 1on Stewcrt s
2H=" 2(8# -"7& -"# )H&&5 "(0- () The
0aIly Show. He's cn cccomplshed
E8(7'=70-#8L @HE:/0"#' 7H-"(8L
=(2#'/7&L @(:/-/=7: 7&7:50-L
husbcnd cnd ]cther."
AF|AN0D
CD|EZ, dIrector
of advertIsIng
and promotIons,
Ask|en
M;787=> [E727N #7-0 '/&&#8
D/-" "/0 )72/:5 7:2(0- #F#85
nyht. . He must understcnd how
2H=" -"7- J#0-H8# 8#@8#0#&-0 -"#
/'#7: () 7 &#D 270=H:/&/-5P"#90
7 )7-"#8 70 2H=" 70 "# /0
c presdent."
STEPHEN
|AFCHE, "Why
Fatherhood
|atters," %0OH/8#,
June/July 201J
.;
5. |EN TD A0|FE
::
:8
:8
;
;
;
6
6
0
0
0
/
/
-
;
:-
-9
--
-8
!.
!!
!!
!8
:9
:9
:9
:9
:6
:0
:/
:!
::
Z: 8Ill Cates
Z! Sean Connery
Z- 8arack Dbama
Z. 8ruce WIllIs
Z/ 0avId 8eckham
Foger Federer
Z6 Frank SInatra
Z; Ceorge Clooney
8Ill ClInton
0anIel CraIg
UsaIn 8olt
Z:! 8rad PItt
Z:- TIger Woods
Z:. Ceorge W. 8ush
Z:/ 8en Afeck
Z:0 JamIe DlIver
|ark Zuckerberg
Z:; Hugh Hefner
Tom 8rady
Z!8 Cerard 8utler
WIll..Am
CharlIe Sheen
Z!- Floyd |ayweather, Jr.
Lebron James
Z!/ FIcky CervaIs
Fyan CoslIng
JayZ
Z!; Fussell 8rand
Ashton Kutcher
Z-8 Tom Ford
Dther
None of these
FCUFE 5A:
Who men admIre
Percentage of AmerIcan and 8rItIsh men who say they admIre any of the followIng*
A4(8 =(H&-85 E8#7>'(D&0L 0## ,@@#&'/BL 4/JH8#0 b;K<.
.9
5. |EN TD A0|FE
n openended responses, men cIted Cates' wealth/success as well as hIs
phIlanthropy/generosIty as the reason for namIng hIm. FepresentIng the next
generatIon of tech entrepreneur, N)(H [KBH'(@'(4 falls much lower on the
lIst-perhaps because the publIc sees hIm as more onedImensIonal than a gure
lIke \>B5)(* ]()$+%$ (who popped up In openended responses), vIewed as
"IntellIgent, drIven, successful, adaptable, levelheaded, balanced" by one
Cen X respondent. Dther wrIteIns Included ragstorIches
8rItIsh magnate "?)$ QK4)( and Apple Icon
Q&'A' ^%@+.
P%_ :
]>?? `)&'+
-/7
LM NOP
saId they consIder
entrepreneurs theIr role models
vs. 24 who saId athletes
n a 2011
Ask|en poll,
!('7590 2#& 7'2/8# -"(0#L
:/># M?-#F#N Z(E0L D"( E8#7>
-"# 2(:'c D"( 0## -"# 8/0>0
7&' -7># -"#2 7&5D75L
7="/#F/&J 0H==#00 (& -"#/8
(D& /&'/F/'H7:
terms."
FCAF0D
PDUPA0A, general
manager and cofounder
of Ask|en.com, "|eet
|en's New Fole |odels,"
,'F#8-/0/&J ,J#,
Aug. 9, 2011
/8
5. |EN TD A0|FE
|en voted for a range of domInant athletes, IncludIng \%4'(
M'*'('( (seen as a "great sportsman but [also] really nIce
guy"), a+)>$ ]%?&, =>4'( X%%*+ and =%3 ]()*F. 8ut 8eckham
stands out for not only hIs professIonal merIts but hIs style and
looks ("sexy bastard," wrote In one respondent), hIs standIng
as a famIly man and hIs charIty work.
8eckham was also ahead of hIs tIme In hIs openmIndedness,
breakIng sports taboos by posIng for a gay magazIne a decade
ago and unabashedly explorIng hIs femInIne sIde. "t Is almost
as If he was on a oneman mIssIon to oblIterate the one
dImensIonal carIcature of masculInIty that had taken root In
the 1970s and 1980s," wrote columnIst |atthew Syed In !"#
!/2#0 after 8eckham announced hIs retIrement from football
In |ay.
P%_ /
W)A>* ]'BH5)3
mage credIt: HE|
/:
5. |EN TD A0|FE
Some of today's leadIng actors are more than just handsome faces who can carry a movIe-they
wrIte, dIrect and/or produce lms, campaIgn earnestly for humanItarIan causes and dabble
In other elds (8rad PItt has desIgned a furnIture collectIon). They're more apt to be famIly
guys than ladIes' men, Ceorge Clooney asIde. Take \#(@:#90 current "sexIest man alIve,"
S5)$$>$4 =)&K3, who "Is marrIed, produces hIs own movIes and does quIet work for anImal and
envIronmental charItIes," noted !"# I#D 6(8> !/2#0 In |arch. The !/2#0 observed that ,8J(
dIrector 8en Afeck, who advocates for the conIctrIdden Eastern Congo, now embodIes "a
new Hollywood paradIgm for masculInIty."
Dther qualItIes that men admIre In today's celebrItIes: 8reak |edIa exec Andy Tu says ^%+'D5
Cordon-LevItt popped out In the company's research: He seems downtoearth (men say, "
thInk 'd be frIends wIth hIm If we were hangIng out"); he's multItalented, showIng off hIs
dancIng skIlls on ?7-H8'75 I/J"- T/F# and playIng a wIde range of characters; and Importantly,
"he's very comfortable In hIs own skIn, he's very wellbalanced."
Jon 8erry of CfK cItes the same phrase, notIng 0ove has used It for the |en+Care lIne: "When
you look at the popular culture, some of the men who are most successful, there Is a sense
of beIng comfortable In your own skIn. . People lIke `'%(4' S?%%$'F or W'('H ^'&'( or N)(H
[KBH'(@'(4 or that whole class of SIlIcon 7alley entrepreneurs who became bIllIonaIres but stIll
wear hoodIes, stIll have that easygoIng ethIc."
?"78@ magazIne fashIon edItor YangYI Coh sIngles out \F)$ `%+?>$4, who epItomIzes modern
stylIshness but Is equally a convIncIng tough guy. "He obvIously takes care of hImself, and that's
the kInd of guy that, 10 years ago, maybe people would have poked fun at hIs metrosexualIty,"
says Coh. "People are also aware that he's a badass-he's In Y8/F#, he's kIckIng people's asses."
P%_ ;
`'%(4' S?%%$'F
P%_ :!
]()* U>&&
P%_ :/
en Afeck
/!
Q''H +D%H'+3'$ G>&5 +K@+&)$B', |en are
lookIng to multIdImensIonal males as role
models, often those who are talented and
successful as well as dedIcated to famIly and
socIal causes. Athletes, comedIans and the
lIke wIll always have theIr fans, but perhaps
not a depth of admIratIon.
A recent campaIgn for 0ove |en+Care, for
Instance, shows N8A star 0wayne Wade and
basketball analyst/former college player Jay
8Ilas In theIr role as fathers. n one ad, Wade
appears to be lIftIng weIghts, but as the camera
pulls back, we see that he's playIng wIth hIs
son, lIftIng hIm hIgh before throwIng hIm Into
a pool. The camera follows hIm through hIs
house, havIng fun wIth hIs two boys. "Care for
what matters," concludes the voIceover.
mage credIt: 0ove
/-
6. THE NEW |0LFE CFSS
The classIc mIdlIfe crIsIs looks dIfferent at a tIme when mIdlIfe can mean many dIfferent thIngs for men, who today mIght be
grandfathers or new fathers at thIs age, and varIably reapIng the benets of success or battlIng a tough job market. "t's not a
onesIzetsall type of response that's happenIng today," says Jon 8erry, 7P of CfK Consumer Trends. He poInts to a phrase the
company coIned: "People talk about the twentysomethIngs and thIrtysomethIngs; when you get In your 50s, It's more lIke the
'ftyanythIng.' People go In all dIfferent dIrectIons." A few of those dIrectIons:
])&&?>$4 @)BH G>&5 ?>2'+&F?' *(K4+, "Are
Testosterone 0rugs the New 7Iagra:" asked
;:((2E#8J ;H0/&#00D##> In a headlIne last
year, reportIng that testosterone replacement
prescrIptIons had more than doubled between
2006 and 2011 (to 5.6 mIllIon) In the U.S. and that
Clobal ndustry Analysts forecasts sales to trIple
by 2017. "|IllIons of men 45 or older may have
low T," says an ad from Abbott (whIch markets
AndroCel), askIng men, "FeelIng lIke a shadow
of your former self:" A chaIn of clInIcs that
admInIster testosterone InjectIons, Ageless |en's
Health, opened In 2007 and now has 20plus branches around the U.S.
QD>H' >$ +K>B>*' ()&'+, SuIcIde among AmerIcan men In theIr 50s rose by almost 50 between 1999 and 2010, accordIng to
recent news from the Centers for 0Isease Control and PreventIon. Some theorIze thIs Is due to the pressures of the economIc
downturn, dIfculty dealIng wIth rapId socIal change and/or loss of socIal support systems (suIcIde Is hIgher among whIte
men, who tend to have less relIgIous and famIly support than other groups). n England, mIddleaged males "are now the
group at hIghest rIsk of commIttIng suIcIde," the 88C reported last year.
mage credIt: Abbott
/.
6. THE NEW |0LFE CFSS
New focus on tness: The acronym |A|Ls-mIddleaged men In Lycra-
popped up a few years ago after a |Intel report that bIke sales among 8rItIsh
men J544 were spIkIng. "Has the sIlence of skInny tyres and carbon bre
framesets replaced the thunderous noIse of motorbIkes:" asked the 88C. The
term has lIngered and mIgrated to AustralIa, where "FItness Is attacked lIke
a personal project" among thIs demographIc, wIth
trIathlons the "pInnacle" of the challenge,
wrItes Febecca Huntley, dIrector of the
psos |ackey Feport.
N%(' >$A%?A'* 4()$*D)('$&+,
"The generatIon that Invented
'helIcopter parentIng' Is movIng
Into Its grandparentIng years,"
as Feuters notes. And much
as today's fathers play a more
central role In theIr kIds' lIves,
grandfathers wIll become more
actIvely Involved.
[&# () -"(0# -"/&J0 -"7-
@(/&-0 7D75 )8(2 -"# -87'/-/(&7:
#B@8#00/(& () 7 2/':/)# =8/0/0
7&' 7=-/&J (H- /& 0(2# D75 /0 7
J8(D/&J 7@@8#=/7-/(& () E#/&J 7
J87&'@78#&- 7&' ="7&J/&J 5(H8
:/)#0-5:# -( 7==(22('7-#
yrcndchldren."
JDN 8EFFY, 7P,
CfK Consumer
Trends
.(E#8- ?2/J#: 7&' \7H: .H'' 78#
MAMlLs n the 2012 lm ThIs s 40.
//
W%$C& 2%(4'& 4()$**)*, AdvertIsers are puttIng a new focus
on fathers as they get more Involved In famIly lIfe-but don't
forget grandfathers. WIth helIcopter parents startIng to become
grandparents, grandfathers wIll be more central than ever In the lIfe
of the next generatIon.
M>& >+ &5' $'G +K)A', f the aspIratIonal Image for a mIdlIfe man was
stereotypIcally a suave gentleman In a sportscar wIth a model besIde
hIm, It's IncreasIngly the actIve older man who looks just as t as
men decades younger. A recent 8rooks 8rothers Image, for Instance,
shows a trIm mIddleaged man condently carryIng a surfboard.
mage credIt: 8rooks 8rothers
7. FIse of the househusband
8. FIse of the coparent
The household Is becomIng more
genderneutral as men both
embrace a more actIve role and
get pushed Into It out of necessIty.
Shared responsIbIlIty-In terms of
household tasks and chIld care-Is
the new ethos. |en aren't yet
doIng an equal share, but they're
just as concerned as women about
achIevIng a worklIfe balance.
|AN DF THE HDUSE
mage credIt: ChrIsColdNY /0
/6 mage credIt: TIde
WIth gender roles blurrIng and many women workIng as much as or more than theIr partners, men are InevItably more
Involved In household management. As our research shows, thIs doesn't yet mean true household equIty, but brands must
change course as men do more household shoppIng and take on more routIne domestIc chores.
7. FSE DF THE HDUSEHUS8AN0
!"/0 !/'# @8('H=- &(D -78J#-0 27:#
0"(@@#80 D/-" I#D [8:#7&0 ?7/&-0
qucrterbcck 0rew 8rees on the lcbel.
!"#8# /0 &(D 7 J8#7-#8
0#&0# () 0"78#' 8#0@(&0/E/:/-5
]or domestc l]e. Youny men
78# 8#7:/U/&J -"#5 "7F# -( '(
2(8# 7- "(2# -"7& -"#/8
)7-"#80 '/'L 7&' -('7590
5(H&J 2#& D7&-
to do so."
STEW FFE0|AN,
management professor,
Wharton School, "New
Fesearch on WorkIng
Parenthood," H8F
8log Network,
Dct. 4, 2012
NL\O =J"P
=XTSO
as much housework as they
dId In 1965, accordIng to the
Pew Fesearch Center
We've come a long way sInce
*7' *#&: AmerIcan fathers do
/;
Cuys are tacklIng more household tasks
once deemed women's work, but they
seem to be overestImatIng just how
much they do and how well they're
doIng It. Whereas threequarters of men
we surveyed gave themselves an A or a
8 grade for performance of household
responsIbIlItIes, just over half of women
awarded theIr partners those hIgher
marks-whIle 2J gIve theIr partners
a very poor 0 or F.
When It comes to how much men tackle,
the gender gap In perceptIon Is a wIde
one, as the charts on the followIng two
pages Illustrate. For Instance, 80 of
men say they are prImarIly responsIble
for takIng out the garbage, whereas 44
of women see themselves as prImarIly
responsIble for thIs task. Dr take grocery
shoppIng and cookIng: About half of
men belIeve they are largely responsIble
for these jobs, vs. fewer than 10 of
women who say theIr partner Is the maIn
grocery shopper and cook.
FCUFE 7A:
CradIng men on household work
How AmerIcan and 8rItIsh men grade themselves on performance of household
responsIbIlItIes and how AmerIcan and 8rItIsh women grade theIr spouse or sIgnIcant other*
100
90
80
70
60
50
40
J0
20
10
0
18
61
24
17
6
15
J4
19
4
1
How men grade themselves
How women grade theIr spouses
A4(8 =(H&-85 E8#7>'(D&0L 0## ,@@#&'/BL 4/JH8#0 dYK%.
'm always
on top of It,
and do a
great job
'm mostly
on top of It,
and do a
decent job
help out,
but 'm not
so good at
thIs type of
thIng
pItch In
occasIonally
almost
never
pItch In
A 8 C 0 F
/9
A4(8 =(H&-85 E8#7>'(D&0L 0## ,@@#&'/BL 4/JH8#0 d4KV.
FCUFE 78:
Women's take on household work
Who Is prImarIly responsIble for each task*
XLN"P
QLNOLPO OIQO
100
90
80
70
60
50
40
J0
20
10
0
0 10 20 J0 40 50 60 70 80 90 100
|ean: 19
|ean:
70
7acuumIng
|oppIng
kItchen
oor
CleanIng bathroom
CookIng
Crocery shoppIng
0oIng dIshes
8Ills/nances
Yard work
Trash
|owIng lawn
Laundry
QULaQO1QT`PMTS"P= L=JO\
]L=J XLN"P "PW
QULaQO1QT`PTMTS"P= L=JO\
08
A4(8 =(H&-85 E8#7>'(D&0L 0## ,@@#&'/BL 4/JH8#0 dRK3.
FCUFE 7C:
|en's take on household work
QLNOLPO OIQO
100
90
80
70
60
50
40
J0
20
10
0
0 10 20 J0 40 50 60 70 80 90 100
|ean: 55
|ean:
J2
0ustIng
|oppIng kItchen oor
CleanIng bathroom
CookIng
Crocery shoppIng
0oIng dIshes
8Ills/nances
Yard work
Trash
|owIng lawn
Laundry
7acuumIng
]L=J N"P "PW QULaQO1
QT`PTMTS"P= L=JO\
N"P
0:
Dne sIgn that the home has become a more equal domaIn: WeddIng regIstrIes now reect more of the groom's preferences.
HIghend cutlery and barware have become more popular kItchen Items on regIstrIes, along wIth campIng gear, electronIcs
and barbecue grIlls. The |an FegIstry Is a websIte that features tIps for grooms and a gIft regIstry wIth malecentrIc products
lIke grIlls and tools.
|ore products are geared to men who aren't wellversed In household
tasks. Dne reason Procter E Camble launched Its sIngleserve product TIde
Pods last year was to allevIate women's unease about men puttIng the
wrong amount of detergent In the washIng machIne. And the message wIth
PEC's SwIffer mops and dusters Is "no matter who Is behInd the handle,
you'll get the result that you expect," as a brand marketIng dIrector told
!"# 17:: ?-8##- Z(H8&7:. "|an Up, Clean Up," a funny 2012 campaIgn for
SwIffer, Included mock howto
vIdeos featurIng an eccentrIc
older man.
mage credIts: The |an FegIstry; SwIffer
`\LSO\b
Q=L\O =\TUc
n 2012 men spent
an average of SJ6.26 per
versus S27.49 In 2004,
accordIng to NIelsen
0!
X)&B5 2%( '$&('$B5'* 4'$*'( @>)+, n thIs realm, It's men
who are lIkely to feel unwelcome due to longstandIng bIases
In messagIng, whether subtle or more overt. Supermarket
brands can't assume that theIr customer Is a woman, that
It's mom who's shoppIng for the kIds and that theIr male
customer Is clueless. For example, for years JIf peanut
butter has bIlled Itself as the choIce of "choosy moms" (or
"mothers," In older ads). Now the J.|. Smucker brand
has started showIng fathers In commercIals,
addIng "and dads" to the voIcedover
taglIne-progress, but dads stIll feel lIke
an afterthought. "Now we go wIth
genderneutral terms," says dIetItIan
and supermarket consultant Susan
|oores In the |InneapolIs ?-78
!8/EH&#. "The way to appeal to
guys Is to no longer overtly
cater to women."
mage credIt: JIf
T/)#-/2# E8#7>0 0-/:: 0#8F# H@ 7 0-#7'5
'/#- () D(2#& D/-" &#7- "7/8 /& @70-#:
ccrdycns scrubbny the tub, moppny the ]oors,
@(:/0"/&J @(-0 -/:: -"#5 J:#72 :/># &#De [8 /) -"#5
H@'7-# -"# (:' )(82H:7L -"#5 '( /- E5 "7F/&J 7
D(27& 0=(:' "#8 "H0E7&' )(8 D"7- 7& /'/(- "# /0
E#=7H0# "# =7&9- H&'#80-7&' 7 0/2@:# J8(=#85
:/0- (8 #7- 7 @/UU7 /& -"# :/F/&J 8((2
D/-"(H- 02#78/&J 07H=# 0(2#D"#8#L
-"H0 8#/&)(8=/&J -"# =(&=#@-
thct w]e knows best."
HANNA FDSN,
"ThIs |an In the
TIde Ad 0oes the
Laundry. Can |arry
TIde:" Slate.com,
|arch 12, 201J
0-
O3D5)+>d' &5' ('G)(*+ %2 5%K+'5%?* B5%('+, Fesearch that covered
seven European countrIes found greater wellbeIng among men who do
more housework, perhaps because equalItymInded men felt more posItIve
about themselves or because female partners praIsed theIr efforts.
Whatever the case, domestIc chores can yIeld satIsfactIon, as chocolate
brand YorkIe In the U.K. humorously Illustrates by depIctIng a suburban
man heroIcally carryIng the full load of grocerIes from the car.
J'?D 3)?' +5%DD'(+ 4'& &5' e%@ *%$' fK>BH?F, The truIsm goes that
"|en don't lIke to shop, they lIke to buy," as dIetItIan and supermarket
consultant Susan |oores told the |InneapolIs ?-78 !8/EH&#. "They want to
nd the target and move on, see somethIng and strIke." |en apprecIate
havIng the InformatIon they need to make purchase decIsIons and hone
In on Items quIckly. Supermarkets can Improve sIgnage, add dIsplays that
feature all the IngredIents for common recIpes or offer dIgItal tools that
promote efcIency (Instore mappIng, for example).
J'?D 3'$ ?')($ &5' @)+>B+, |en are more lIkely than women to need help wIth the basIcs on domestIc tasks, gIven
that most haven't been "traIned" for the shopper role as many gIrls are and that women are generally more apt to ask
frIends, famIly or retaIl personnel for guIdance. 0on't talk to men as If they're clueless, but do assume they may need
some handholdIng. t can be a ne lIne: n SpaIn, as part of the humorous campaIgn "|en can also do It" for PuntomatIc,
the detergent brand sent out trucks wIth washIng machInes on a mIssIon to teach men how to do laundry; some felt the
campaIgn was sexIst.
mage credIt: YorkIe
0.
U?)F KD &5' D()B&>B)?, |ale shoppers tend to be very focused on the
practIcal, lookIng for what's most durable, most efcIent and so on. Put
these qualItIes front and center In maletargeted campaIgns.
S%$$'B& G>&5 3'$ *>4>&)??F, |en are more lIkely than women to use
technology to help them research products and prIces, and they're
enlIstIng theIr mobIle devIces at poInt of purchase to become savvIer
shoppers as well. Use dIgItal means to connect wIth men and help them
shop more efcIently.
AppeaI to both genders by puttIng men In a co-starrIng roIe: ShowIng
men as actIve members of the household provIdes an aspIratIonal Image for
women and wIll be apprecIated by men who do a faIr share of chores. Last
year, Asda In the U.K. got ak for a spot showIng a devoted mom busy wIth
the many detaIls Involved In preparIng the famIly ChrIstmas celebratIon;
saId the voIceover, "t doesn't just happen by magIc. 8ehInd every great
ChrIstmas there's mum, and behInd mum there's Asda." WhIle Asda argued research showed that women are responsIble
for most ChrIstmas preparatIons, crItIcs felt It seemed sexIst to show the father In a mInor role.
SImIlarly, Samsung recently launched a commercIal for Its EvolutIon KIt-whIch upgrades the brand's 2012 smart T7s-by
showIng a woman fantasIzIng about such a devIce for her partner, a loser who sIts on the couch fartIng. She ImagInes the
devIce turnIng hIm Into a guy who happIly cooks, cleans and even styles her haIr. The ad has struck a nerve, garnerIng more
than 10 mIllIon vIews In two weeks, but many vIewers of both genders feel the portrayal of men as lazy slobs Is unfaIr.
mage credIt: Samsung
0/
8. FSE DF THE CDPAFENT
0ads are takIng a costarrIng (or even leadIng) role when It comes to carIng for kIds, even If we're stIll a long way from gender
parIty. As famIlIes come to rely less on dad's nancIal contrIbutIon, hIs emotIonal support Is becomIng more Important-and
attemptIng to provIde both Is causIng many fathers to struggle wIth worklIfe balance. |eanwhIle, brands are belatedly
adjustIng theIr portrayal of dads from clueless to competent.
!1-
%2 3'$
1(H:' 0-75 "(2# )H::K-/2#
D/-" -"#/8 )72/:5 /) -"#5
=(H:' 7))(8' -(
1/0" -"#5 =(H:' ="7&J# -"#/8
D(8> 0="#'H:# -( E#--#8
7==(22('7-# -"#/8 )72/:5
3 '(&9- -"/&> D#9:: E# 7- bfWbf 0((&L 3
'(&9- -"/&> /- 275 #F#8 E# OH/-# #OH7:L EH-
D# 78# 2(F/&J -(D78' 7 2('#: D"#8# 2#&
7&' D(2#& 0## -"#20#:F#0 70 @78-&#80 /& -"/0
process. 8oth pcrents cre yony to wcnt cnd need
-( @:75 7 2H=" 2(8# 7=-/F# 8(:# /& -"# 87/0/&J ()
ther chldren. The need to do thct s obvous,
J/F#& -"7- _f 5#780 7J( -"# F70- 27X(8/-5
() ,2#8/=7& )72/:/#0 D#8# -D(K@78#&-
"(H0#"(:'0L 7&' (&# () -"# @78#&-0
wcs home ]ull tme."
8FA0
HAFFNCTDN,
executIve dIrector,
8oston College
Center for Work
E FamIly
00
=\TUIOW
"3'(>B)$ 2)&5'(+
5)A' $')(?F
-"#/8 -/2# 0@#&- (& ="/:' =78#
snce 15, ]rom 2.5 hours c
week to Z.J hours, cccordny
-( -"# \#D .#0#78=" <#&-#8
TRaNOP
T$ ^)D)$c &5' G%(*
D70 =(/&#' -( '#0=8/E#
F#85 #&J7J#' )7-"#80
(loosely mecnny "men who
recr chldren")
!"#8# /0 7 '8727-/= =H:-H87: 0"/)- 72(&J
*/::#&&/7: 7&' V#& g#80 /& D7&-/&J -( E#
nvolved ]cthers. And l don't ]ust thnk t's ]ust
women who cre tellny men they need to shcre.
*#& D7&- 7 '/))#8#&- 8#:7-/(&0"/@ D/-" -"#/8
chldren thcn men hcve hcd n the pcst....
They don't wcnt to be stck yures n ther
chldren's lves. They don't wcnt t
(& -"#/8 -(2E0-(&# "(D 27&5
hours they blled."
Ellen CalInsky,
presIdent and co
founder, FamIlIes and
Work nstItute, "Why
|en StIll Can't Have t
All," %0OH/8#, June/
July 201J
mage credIt: Amazon
06
WIth moms' earnIngs key to supportIng many famIlIes and fathers devotIng more tIme to theIr role, dads are joInIng moms at the
emotIonal heart of the famIly. "There certaInly Is a dIfferent attItude that 'father' doesn't equal just somebody who provIdes-
puts food on the table . and then Is handsoff," says 8rad HarrIngton of the 8oston College Center for Work E FamIly.
n our survey, men were almost equally lIkely to see emotIonal support for famIly as a prImary dener of men today (52) as
they were to name nancIal support (55), once the tradItIonal denIng factor of beIng a man. And half of men named parentIng
abIlItIes as one of the prImary factors denIng men.
|arketers are startIng to showcase the father's emotIonal support
and engagement In hIs chIld's lIfe, sometImes to tearjerkIng effect.
n Coogle Chrome's "0ear SophIe," for Instance, a dad uses Web tools
to log memorIes of hIs daughter as she grows up, emaIlIng them for
her to see once she's grown. "We felt so helpless," he recalls of a
hIgh fever and later wrItes, " can't waIt to share these [emaIls] wIth
you someday." Subaru depIcts a
dad anxIously takIng hIs daughter
to the bus for her rst day of
kIndergarten, then followIng
In hIs car, explaInIng that he
drIves a Subaru because he's
"overprotectIve."
!1-
%2 "3'(>B)$ 3'$
between 18 cnd J4 scy beny
7 J((' @78#&- /0 (&# () -"#
2(0- /2@(8-7&- -"/&J0 /&
ther lves, up ]rom J n
1Z, cccordny to the Pew
.#0#78=" <#&-#8
mage credIt: Coogle
0;
|en are more Involved than ever wIth
chIld care, but as wIth household
work, they may have an Inated sense
of just how much they do and how
well they're doIng It. Just 1J of men
would grade themselves lower than a
8 on chIld care responsIbIlItIes, whIle
28 of women gIve theIr partner a C,
0 or F In thIs department.
And agaIn, the gender gap In
perceptIon as to how much men
tackle Is a wIde one, as the charts on
the followIng two pages Illustrate.
At least half of men we surveyed
see themselves as responsIble for
a halfdozen chIld care tasks, from
dIscIplInIng the kIds to drIvIng them
to school to readIng a bedtIme story;
by contrast, a wIde majorIty of
women consIder themselves prImarIly
responsIble for each and every
responsIbIlIty we lIsted.
FCUFE 8A:
CradIng men on chIld care responsIbIlItIes
How AmerIcan and 8rItIsh men grade themselves on performance of chIld care
responsIbIlItIes and how AmerIcan and 8rItIsh women grade theIr spouse or sIgnIcant other*
100
90
80
70
60
50
40
J0
20
10
0
J1
64
1J
1J
2
2J
41
12
1
0
A4(8 =(H&-85 E8#7>'(D&0L 0## ,@@#&'/BL 4/JH8#0 `%K4.
'm always
on top of It,
and do a
great job
'm mostly
on top of It,
and do a
decent job
help out,
but 'm not
so good at
thIs type of
thIng
pItch In
occasIonally
almost
never
pItch In
A 8 C 0 F
09
A4(8 =(H&-85 E8#7>'(D&0L 0## ,@@#&'/BL 4/JH8#0 `VKR.
FCUFE 88:
Women's take on chIld care responsIbIlItIes
XLN"P
QLNOLPO OIQO
]L=J XLN"P "PW
100
90
80
70
60
50
40
J0
20
10
0
0 10 20 J0 40 50 60 70 80 90 100
|ean: 15
|ean:
81
PlayIng wIth kIds
0rIvIng to school
0rIvIng to extracurrIculars
0IscIplInIng
8Irthday partIes; Lunches; ChangIng
dIapers; Take care when sIck; 0octor's
vIsIts; CettIng ready for school; 8edtIme
routIne; 8edtIme story; Homework
68
A4(8 =(H&-85 E8#7>'(D&0L 0## ,@@#&'/BL 4/JH8#0 `3KZ.
FCUFE 8C:
|en's take on chIld care responsIbIlItIes
QLNOLPO OIQO N"P
100
90
80
70
60
50
40
J0
20
10
0
0 10 20 J0 40 50 60 70 80 90 100
|ean: 45
|ean:
47
PlayIng wIth kIds
0rIvIng to school
Take care when sIck
ChangIng dIapers
Lunches
0IscIplInIng
8edtIme story
Homework
8edtIme routIne
CettIng ready for school
8Irthday partIes
0octor's vIsIts
QT`PTMTS"P= L=JO\
6:
|en face the same
tough decIsIons as women
do about how to balance
career and famIly
have made sacrIces
In my career for the
sake of my famIly or
raIsIng my chIldren
QuIte frequently 've left
work early or taken a day
off to accommodate my
famIly's schedule
|y work Is very lInked to
my sense of who am
;!
68
0/
0/
0-
6/
6!
68
FCUFE 80:
8alancIng famIly and career
Percentage of AmerIcan and 8rItIsh respondents who agree
|ale Female
|en are less dened by theIr careers than they once were-and today are slIghtly less lIkely than women to say theIr work
Is very lInked to theIr sense of self. As many as 8 In 10 men say that balancIng career and famIly can be just as tough for
men as for women, wIth 7 In 10 sayIng they have made career sacrIces for the sake of famIly. (For country breakdowns,
see AppendIx, FIgures 8KL.)
./7 LM NOP
say It's harder beIng a
good father today than
It was J0 years ago
6!
As our data on the prevIous page shows, balancIng famIly and work Is an Issue for all parents, dads very much Included. Even
as Facebook's Sheryl Sandberg urges men to become more actIve coparents, the Pew Fesearch Center reports that 50 of
AmerIcan dads wIth kIds under 18 say It's dIfcult to balance work and theIr famIly responsIbIlItIes, only slIghtly laggIng
AmerIcan moms who say thIs (56). And a thIrd of workIng dads feel lIke they're always rushed, vs. 40 of workIng mothers.
The pressures on men keep expandIng: Fathers are takIng on a more central famIly role at a
tIme when jobs can be 24/7 thanks to technology and, In today's economy, often come wIth
greater demands. |eanwhIle, men may nd It dIfcult to take off for famIly reasons.
Feports the 4!: "StudIes show that men who take tIme
off or request exIbIlIty to care for chIldren
are perceIved by coworkers as 'weak' or
'uncompetItIve' and face a greater rIsk of
beIng demoted or laId off."
!"# &#B- J#&#87-/(&0 () '7'0L -"#
yuys n ther 20s cnd J0s wth wves
D/-" F#85 8#0@(&0/E:# X(E0 D"( 275 F#85
:/>#:5 #78& 70 2H=" (8 2(8# -"7& -"#5 '(L
-"7- J#&#87-/(& () )7-"#80 @8(E7E:5 )##:0
-"7- -"#/8 #2@:(5#8 275 E# (H- () 05&=
D/-" -"#2 /& -#820 () D"7- -"#/8 :/)#
#B@#8/#&=# /0 :/># D"#& -"#5 :#7F#
-"# D(8>@:7=# (& 7&5
yven dcy."
8FA0
HAFFNCTDN,
executIve dIrector,
8oston College
Center for Work
E FamIly
!"# 87J/&J '#E7-# 7E(H- /00H#0
() ]D(8>K:/)# E7:7&=#9 "70 )(=H0#' (&
whether or not women ccn 'hcve t cll.'
%&-/8#:5 :(0- /& -"/0 '#E7-# /0 -"# J8(D/&J
0-87/& () D(8>K:/)# E7:7&=# (& 2#&L D"(
-('75 78# )##:/&J -"# =(2@#-/&J '#27&'0
() D(8> 7&' "(2# 70 2H=" (8 2(8#
thcn women. And the truth s cs
0"(=>/&J 70 /- /0 (EF/(H0+ I(
one ccn hcve t cll."
FCHAF0
0DF|ENT, "Why
|en StIll Can't
Have t All,"
%0OH/8#, June/
July 201J
!1-
%2 3'$ )4(''
C%2@:(5#80 700H2# 2#& D/::
E# -"#8#L D"/:# D(2#& D/-"
="/:'8#& =7& @H- /& :#00 -/2#
E#=7H0# () -"#/8 )72/:/#0G
N%(' &5)$
6-
The Issue of paternIty leave and workplace exIbIlIty for men Is becomIng IncreasIngly Important as parents try to balance chIld
care more equally. The rst stumblIng block Is government and employer polIcIes (178 countrIes guarantee paId maternIty leave
vs. 54 for paId paternIty leave); the second Is workplace culture, whIch tends to stIgmatIze famIlyfocused men; and the thIrd
Is men themselves, who for varIous reasons often declIne to take leave. Watch for thIs to become a hotbutton Issue, especIally
among |IllennIal men, who show the most Interest In paternIty leave.
Etsy CED Chad 0Ickerson recently took the maxImum ve weeks' leave after becomIng a
father, tellIng the 201J Hello Etsy conference In 8rooklyn that he wanted to set an
example for employees-whIch earned hIm a hearty round of applause. And In SIlIcon
7alley, the 4! reports, there Is "a socIal push" for fathers to spend tIme wIth theIr
kIds, whIle a talent war Is drIvIng generous paternIty allowances.
MI(- 0@#&'/&J /&-#&0/F# -/2#
D/-" 7 &#DE(8&N 275 7:D750
=7H0# 2#& -( E# 0H@@(8-/&J 7=-(80
cs ]cr cs ccreyvny s concerned.
[)-#&-/2#0 /- /22#'/7-#:5 @H-0 -"#
D(27& (& -"# -87=> () E#/&J -"#
@8/2785 =78#J/F#8 7&'
>##@0 -"# 27& /& -"7-
secondcry role."
8FA0
HAFFNCTDN,
executIve dIrector,
8oston College
Center for Work
E FamIly
6!7 A+_ /97
|IllennIal men are much more
lIkely than 8oomer men to say
they would take a full three
months of paId paternIty
leave If It were offered:
907
of AmerIcans fathers surveyed
took off two weeks or less from
work followIng the bIrth of theIr
most recent chIld, and 16 took
no tIme off at all, accordIng to
a study by 8oston College's
Center for Work
E FamIly
6.
FulltIme fathers are becomIng more common, a shIft the recessIon has helped to push. n the past decade, the percentage of
AmerIcan fathers provIdIng fulltIme chIld care more than doubled, from 1.6 In 2001 to J.4 In 2011-stIll a tIny percentage,
but one that doesn't Include the dads who do some work whIle servIng as the prImary chIld care provIder. As many as twothIrds
of men In our survey saId they would stay home wIth famIly full tIme If they could afford It.
Two decades ago, sImply consIderIng the Idea of beIng a fulltIme dad would have
been unusual, observes the 8oston College Center for Work E FamIly's 8rad
HarrIngton. 8ut socIety stIll expects men to be provIders, and HarrIngton
says stayathome fathers commonly encounter assumptIons that theIr
arrangement Is a temporary one. Watch for such assumptIons to change
quIckly as more women start to outearn men.
4(8 -"# =8#7-/F#L )8##:7&=#L
0.l.Y.type yuy, beny c stcy
7-K"(2# '7' )##:0 :/># 7 )(82 ()
8#E#::/(&L :/># :/F/&J ()) -"# 27="(
J8/' 7&' 0"(D/&J @#(@:# -"7- 5(H
78# &(- -/#' -( 5(H8 )7-"#890
&(-/(& () D"7- 2#& 0"(H:'
do on weekdcys."
!"# %&' () *#&
author Hanna FosIn,
"Just WaIt UntIl Your
|other Cets Home,"
!"# I#D 6(8> !/2#0,
Aug. 10, 2012
0 >$ :8
3'$ )4(''
C3) (&# @78#&- &##'0
-( 0-75 7- "(2# D/-"
-"# ="/:'8#&L /- 0"(H:' E#
-"# (&# D"( "70 -"#
:(D#8 07:785G
mage credIt: Amazon
6/
WIth dads much more engaged, parentIng Itself Is changIng-and brands are adjustIng accordIngly. A recent study In the Z(H8&7:
() <(&0H2#8 .#0#78=" reports that athome dads take a dIfferent approach than moms, allowIng rIskIer playground behavIor
and beIng more spontaneous, for Instance. We're seeIng "a masculInIzatIon of domestIc tasks and routInes" as men create an
"alternatIve model of home lIfe that Is outdoorsy, playful and more technologyorIented," says the study's lead author, Chapman
UnIversIty marketIng professor Cokcen Coskuner8allI, In !"# 17:: ?-8##- Z(H8&7:.
8rands are takIng note as dads do more shoppIng for, playIng wIth and
generally carIng for kIds. t's one reason |attel has Introduced a 8arbIe
constructIon set, In partnershIp wIth |ega 8loks. And look no further
than |aclaren's new 8|W 8uggy stroller, whIch "captures engIneerIng
excellence and InnovatIve materIals to delIver the ultImate strollIng
experIence"; marketIng features a chIc dad and hIs daughter.
A commercIal for Fenault shows men puttIng theIr own spIn on
parentIng, conveyIng that "Fathers wIll always be men." Four male
soccer fans In a Fenault are sIngIng " Love Fock 'n' Foll" In hushed
tones; the reason becomes clear
when we see the men stop to
hand a baby to hIs mother before
headIng to a match and now
sIngIng at top volume.
mage credIts: |aclaren; Fenault
60
n the era of the coparent, It's out wIth the "doofus dad," the bumblIng father who's long been a medIa (and advertIsIng) staple.
ThIs stock character Is now both at odds wIth the tImes and sImply a poor strategy, gIven that dads are an IncreasIngly Important
target for brands. Plus, fathers are ghtIng back: "We're tryIng to help brands understand that nobody apprecIates or relates to
ads that portray dads as clueless and unInterested parents," 0oug French, cofounder of 0ad 2.0 SummIt, told a reporter.
Last year, HuggIes learned a clear lesson In what not to do after
aIrIng a realItystyle spot In whIch moms got "some welldeserved
tIme off" whIle several dads and theIr babIes shared a house
for ve days. SaId the voIceover: "To prove HuggIes dIapers and
wIpes can handle anythIng, we put them to the toughest test
ImagInable: dads, alone wIth theIr babIes." Dne father started
a Change.org petItIon that got sIgnatures from offended dads as
well as moms. n response, the brand tweaked the ad, removIng
the negatIve connotatIons. A HuggIes exec told !"# I#D 6(8>
!/2#0 that a valuable lesson was learned: "0ads do not want
to be treated dIfferently, and they do not want to be treated
foolIshly."
mage credIt: Change.org
66
T&C+ B%%? &% @' )$ '$4)4'* *)*, |en today aren't lIkely to feel
emasculated by routIne chIld care chores once prImarIly the
domaIn of women, approachIng them wIth humor or a "no bIg
deal" attItude. Thus no need to overcompensate, as TIde dId In
a 2011 commercIal that dIdn't go over well; a current TIde spot
strIkes the rIght notes.
n Toyota's popular "Swagger Wagon" vIdeo for Its SIenna
mInIvan, a couple raps about the humorous sIde of parentIng.
" love hangIng wIth my daughter, sIppIn' tea, keep my pInkIe
up!" sIngs the dad In mock serIousness-It's just another thIng
dads can laugh over, nothIng to be embarrassed about.
, 0-75K7-K"(2#L 0#:)K'#0=8/E#' C'7'
2(2G '(#0 -"# :7H&'85 70 "# -7:>0
7E(H- H0/&J C-"# E8H-# 0-8#&J-" ()
'7'G )(8 -"# ="(8#L -"#& #B=H0#0
"/20#:) -( J( '( @H::KH@0 7&'
crunches.
C!/'# 1(D0 1/-" <(22#8=/7: !"7-
!8#7-0 Y7' T/># 7 I(827: RH27&LG
8#7' 7& Adweek "#7':/&# D"#&
ths spot debuted. Ths ]cther s
nonchclcnt cbout hs chore (smply
&(-/&J -"7- "#90 -"# (&# D"( "70
to do the lcundry), cclls hmsel]
7& C#B@#8- '7'G 7&' 0##20 7- #70#
hcnyny out wth hs dcuyhter.
mage credIts: TIde [1], [2]; Toyota
!8::
!8:-
6;
W)* >+$C& 3%3g>$ ) 4%%* G)F, |en don't feel lIke they're the secondbest parent,
and rather than aImIng to emulate mom, they're lookIng to carve out theIr own
role. Show dads playIng to theIr strengths. n AustralIa, for Instance, hardware
brand Selleys advertIsed Its Ultra FepaIr Clue by showIng a handy dad makIng hIs
son's toy unbreakable after the toddler repeatedly throws It on the oor.
Co-parentIng Is the new normaI, so don't excIude dad: |uch marketIng eIther
focuses solely on mom or clearly addresses a woman. 8rands wIll need to make
messagIng or product desIgn more genderneutral-even If mothers are lIkely to be
the prImary customer, subtle tweaks can help broaden appeal to men.
W)*+ )('$C& *K33>'+c @K& &5'F +&>?? $''* 5'?D, WhIle brands must avoId talkIng
down to dads as If they know lIttle to nothIng, marketers can certaInly show how
theIr product helps make lIfe easIer and more efcIent (much as brands already
do when targetIng moms). For Instance, commercIals for Nestl brand WInIary In
Poland and Ceneral |Ills' LatIna In AustralIa show how the product helps dad make
an easy meal for kIds or the whole famIly.
SInce men gravItate toward techbased solutIons, brands can also show how
theIr dIgItal offerIngs assIst dads. Last year, 8arclaycard touted Its contactless
mobIlepayment technology In a beautIfully anImated ChrIstmasseason spot
that shows a man overwhelmed by a busy toy store: "ChoosIng the rIght gIft Is
never easy," concludes the voIceover, but "payIng wIth 8arclaycard Is."
mage credIts: Selleys; WInIary; 8arclaycard
9. Equal rIghts for.men:
10. ChIvalry lIves (mostly)
|en's place In the world vIsvIs
women Is rapIdly changIng. WIth
men becomIng less domInant, most
feel men have It just as hard as
women these days. StIll, most men
belIeve chIvalry remaIns relevant,
even If fewer actually practIce
classIc "gentlemanly" behavIors.
mage credIt: petertandlund 69
NA7CATNC THE NEW CEN0EF DF0EF
;8
Dne book has dramatIcally declared "The End of |en," others talk about "The Female Century." Whereas 56 of women we
surveyed belIeve that men are becomIng less domInant In socIety, as many as 70 of men agree. WhIle a culture where male
prIvIlege Is baked In hasn't altogether dIsappeared (e.g., salary dIfferentIals), for years men have been losIng ground or
becomIng less essentIal, whether It's the wIdenIng educatIon gap between the genders, the rIse In women choosIng to have
chIldren on theIr own, or the shIft away from manufacturIngbased economIes.
|en feel It's become harder to be a man today, and harder to succeed In the
workIng world and as a father and husband. And that's left a sIgnIcant
number wIth some reservatIons about the focus on women's rIghts.
Watch for a rIse In malefocused support systems and advocacy groups
as socIety comes to understand that many men would be well served
by some of the mechanIsms In place to boost women.
6 >$ :8
3'$ )4(''
C*#& 78# E#=(2/&J :#00
'(2/&7&- /& 0(=/#-5G
1# "7F# -( &H8-H8# E(50
7&' 5(H&J 2#& 70 D# "7F# J/8:0
cnd youny women. Advocctny ]or
E(50 7&' 2#&L "(D#F#8L /0 0/2@:5 &(-
done. The dec thct men hcve untold
socetcl cdvcntcyes s so rmly
/&J87/&#' /& -"# ,2#8/=7& @05="#
-"7- -( 0HJJ#0- (-"#8D/0# /0
seen cs o]]ensve."
EdItorInchIef
0A70 CFANCEF,
edItor's letter,
%0OH/8#, June/
July 201J
9. EQUAL FCHTS FDF.|EN:
;:
1# 78#
E#J/&&/&J -( :((> 7- 2#&
70 :((>/&J 2(8# :/># -"#
'/07'F7&-7J#' J8(H@ 7&'
D(2#& :((>/&J 2(8#
:/># -"# 7'F7&-7J#'
yroup."
,& H8E7& 3&'/7&
270=H:/&/-5 -"7- /0 &#/-"#8 @8#0=8/@-/F#
&(8 @8#=/0# /0 8#0H:-/&J /& 872@7&- =(&)H0/(&L
7&B/#-5L 7&' /&0#=H8/-5 7E(H- D"7- -"#
7@@8(@8/7-# 27&/)#0-7-/(& () 27:#K&#00 /0 /& 3&'/7
todcy. . Ths vulnercblty hcs been exccerbcted
E5 -"# =(2@:#-# :7=> () 7&5 @8#=#'#&- )(8 "(D
-( &7F/J7-# -"# D7-#80 /& 7 D(8:' D"#8# 7::
700H2@-/(&0 7&' =(&'/-/(&/&J () 27:#K0H@#8/(8/-5
7&' #&-/-:#2#&- 78# &( :(&J#8 F7:/'L 7&'
heyhtened by drcmctcclly chcnyny 21st
=#&-H85 )#27:# 8(:#0L /'#&-/-/#0L
7&' #B@#=-7-/(&0
n lndc."
|AFY CUFNDCK CDDK,
head of the U.K.'s
UnIversItIes and Colleges
AdmIssIons ServIce,
"Ucas: |en are becomIng
'dIsadvantaged
group,'" !"# !#:#J87@",
|arch 19, 201J
SATYA|
7SWANATHAN,
"|asculInIty: A semIotIc
and cultural exploratIon
In ndIa," ESD|AF,
AprIl 201J
3- /0 H&'#&/7E:# -"7- 2#&
cnd boys cs c dstnct yroup ]cce synccnt
problems. The ycp between men cnd women
cpplyny to, cnd enterny, unversty s yrowny.
!"#5 78# 2H=" 2(8# :/>#:5 -( =(22/- =8/2#
-"7& D(2#&L E# "(2#:#00L 7&'L E#-D##&
200 cnd 2010, ]or every snyle cye yroup
men were synccntly more lkely thcn
women to tcke ther own lves."
"How
tacklIng the 'crIsIs
of masculInIty'
creates a crIsIs for
femInIsm,"
!"# VH78'/7&,
|ay 15, 201J
;!
A majorIty of male respondents feel that It's harder for men
to lIve up to socIety's expectatIons than It was J0 years ago
and that lIfe In general Is harder for men-just 1 In 5 say lIfe
Is easIer today. Dther aspects of lIfe feel harder too. |any
women aren't empathIzIng; they're not nearly as lIkely to
see thIngs as harder for men. (For generatIonal breakdowns,
see AppendIx, FIgure 98.)
Are men feelIng slIghted or resentful about the rIse of
women: Fortyve percent of men say they fully support
gender equalIty and that It's an Important Issue (wIth
|IllennIal men more lIkely to agree) . whIch leaves many
men wIth qualms or quIbbles about Its effect on men.
FCUFE 9A:
LIfe feels harder for men today
Percentage of AmerIcan and 8rItIsh respondents who say each factor Is
easIer than It was J0 years ago mInus the percentage who say It Is harder
CourtshIp/datIng
8eIng a good husband
8eIng a good father
LIfe In general
LIvIng up to socIety's
expectatIons
SucceedIng professIonally
-17
-1
-23
-33
-40
-42
-4
-7
/
-12
-26
-25
|ale Female
HAF0EF EASEF
; >$ :8
3'$ )4(''
&5>$4+ )('
eK+& )+ 5)(*
for men"
-"7- C1"/:# @#(@:# 78#
7:D750 -7:>/&J 7E(H- "(D
d]cult women hcve t,
;-
n |exIco, men have tradItIonally been the ultImate
authorIty of the home, but gender lInes are beIng redrawn.
A 2011 commercIal for motor oIl brand Foshfrans seeks to
reassure men that whIle they may have lost some power,
they can stIll be master of one domaIn: the car. "t Is tIme
that we as men recognIze somethIng In our lIves Is changIng,"
says the voIceover as we see that even the football stadIum
Is no longer a maledomInated arena, wIth a pack of women
oglIng a player's hot body. A man prepares dInner wIth a baby
at the hIp whIle hIs wIfe makes calls and uses the computer.
Husbands look perplexed as theIr wIves gaIn control of the
T7 remote and the closet. "At Foshfrans we understand
that there's less and less space for you," the voIceover
sympathIzes. "That's why we keep safe your last refugee,
your car."
mage credIt: Foshfrans
;.
O3D)&5>d' )$* 5'?D 3'$ )*eK+&, |en wIll need emotIonal support In adjustIng to changIng paradIgms as well as more
concrete support, such as technIcal traInIng or mentorIng. Whether wIth humor or a more straIghtforward approach,
marketers should acknowledge that lIfe feels harder for men and show how theIr brand can help-or take steps to provIde
extra help (anythIng from onlIne tutorIals to apps that assIst wIth household tasks that men mIght nd more challengIng
than women).
" know It's been hard, and you never once complaIned
or stayed home feelIng sorry for yourself," a woman
says In a message for her male partner In a 2012 spot
for Chrysler's Fam truck brand. She contInues: "You just
saId, 'Where there's a truck, there's a job.' You were so
stubborn. You wouldn't even let us take help from 0ad,
and you were rIght." Chrysler empathIzes wIth bluecollar
men In AmerIca whIle portrayIng them as resIlIent and
refusIng to be emasculated.
mage credIt: Chrysler
;/
Has the tradItIonal concept of beIng a gentleman become outdated: |any belIeve so: 80 of AmerIcans, for Instance, say
women are treated wIth less chIvalry than In the past, accordIng to a 2010 HarrIs poll. And some regard thIs as a good thIng,
puttIng women on more equal footIng wIth men. t's a confusIng, murky realm for men today, but our survey found that many
stIll thInk that chIvalrous tradItIons are relevant-though somewhat fewer actually practIce them.
" IL=
LM U\TWO
:1-
when they open doors or pull
out chaIrs for other people
6 TP :8
ÒP=ION"P
men say that havIng
good manners/beIng a
Is one of the prImary thIngs that
dene men today-but only 55
of |IllennIal men say so
SJTh"I\LaQ
QOiTQ=j
|en are splIt-5J belIeve
thIs Is true (vs. 4J
of women)
of men say they feel
Can men no longer appear to be
wIthout appearIng
10. CH7ALFY L7ES (|DSTLY)
;0
FCUFE 10A:
ChIvalry supported In theory
Percentage of AmerIcan and 8rItIsh men who say each of the followIng Ideas about beIng a
gentleman Is stIll relevant
A clear majorIty of men belIeve that varIous tradItIonally chIvalrous behavIors are stIll relevant. And In a few Instances,
|IllennIals are more apt than older generatIons to see these behavIors as relevant. (For country breakdowns, see AppendIx,
FIgures 10C0.)
HoldIng the door
open for a woman
;/7
;.
;:
98
PayIng for most dates /-7
/;
/-
.9
PayIng for a rst date 067
6:
06
0.
|akIng the rst move -.7
.0
-:
!0
PullIng out a chaIr
for a woman
007
08
6!
06
DrderIng for a
woman when out
at a restaurant
!!7
-8
!-
:.
LettIng a woman exIt
or enter a door rst
;:7
66
;8
;0
WalkIng on the
"outsIde" of a woman
when on the street
/.7
/!
.;
0:
;6
HoldIng the door
open for a woman
6.7
0-
6/
;/
WalkIng on the
when on the street
.67
-9
.6
//
or enter a door rst
687
/!
6/
;-
|akIng the rst move !67
!6
-8
!/
PayIng for most dates /67
.0
/.
68
DrderIng for a
woman when out
at a restaurant
:!7
:.
:.
6
0-
68
6;
PullIng out a chaIr
for a woman
-;7
-.
.8
.8
There's a gap between belIef and actIon: For Instance, twothIrds of men belIeve It's not outdated to pull out a chaIr for a
woman, versus J8 who say they almost always do so. (For country breakdowns, see AppendIx, FIgures 10EF.)
FCUFE 108:
ChIvalry In practIce
Percentage of AmerIcan and 8rItIsh men who say they almost always do each of the followIng
;; mage credIt: CIvenchy
A spot for a new CIvenchy fragrance for
men, Centlemen Dnly, features actor SImon
8aker walkIng on a raIny New York street
wIth a closed umbrella, then handIng It to
a woman tryIng to haIl a cab. A promotIonal
stunt In London had men In dapper suIts
handIng out samples to men and women whIle
openIng doors, offerIng umbrellas or helpIng
people wIth bags. And In conjunctIon wIth
the women's magazIne V87U/7 In the U.K.,
CIvenchy Is askIng readers to take a survey to
"dIscover the new rules of menetIquette"-
what kInd of behavIor Is expected or seen as
oldfashIoned.
Pedene chIvaIry for a modern age: 8oth women and men across demographIcs feel that many chIvalrous acts are stIll
relevant today-and Indeed that havIng good manners Is a denIng characterIstIc of beIng a man. 8rands can become
synonymous wIth these behavIors.
June 201J
APPEN0X:
|DFE A8DUT DUF
EXPEFTS/NFLUENCEFS
98
APPEN0X: |DFE A8DUT DUF EXPEFTS/NFLUENCEFS
JDN 8EFFY, 7P, CfK Consumer Trends, CfK Consumer ExperIences North AmerIca
8erry has been studyIng consumer and socIetal trends for the past two decades for CfK Consumer Trends. He has played a
key role In IdentIfyIng, explaInIng and helpIng clIents act on some of the most Important trends In the domestIc and global
consumer marketplace, from the rIse of selfrelIance to the growth of wordofmouth and grassroots consumer actIvIsm to
the postCreat FecessIon trend of "lIvIng on the other sIde of change."
8erry Is also coauthor of the busIness book The ln]uentcls, whIch examInes the IncreasIng Importance of wordofmouth
and consumer Inuencers. t was named one of the best busIness books of the year by the AmerIcan |arketIng AssocIatIon. He Is also the lead
thInker on many of CfK Consumer Trends' reports. Fecent topIcs Include "Health E Wellness: The Future ArrIves" and "|arketIng to the ElusIve
|odern |ale." He Is a PhI 8eta Kappa graduate of Earlham College In FIchmond, nd.
YANCY CDH, fashIon edItor, ?"78@ magazIne
Coh Is the fashIon edItor of ?"78@, Canada's leadIng men's lIfestyle magazIne, and ?"78@+ !"# ;((> )(8 *#&, a premIum
bIannual publIcatIon. A graduate of New York UnIversIty, Coh began hIs career as a senIor researcher at %?\I !"#
*7J7U/&#. He Is the author of two educatIonal graphIc novels, I/&X7 and ,:/#& 3&F#&-(8, and the cofounder of the men's
lIfestyle websIte Handlebar |agazIne. HIs wrItIng and photography have appeared In publIcatIons such as *#&90 Z(H8&7:,
Vh and TechNews0aIly. Coh Is a longsufferIng fan of the Toronto Faptors, the Toronto |aple Leafs and Tottenham Hotspur.
AF|AN0D CD|EZ, dIrector of advertIsIng and promotIons, Ask|en
Comez joIned Ask|en In January 2000 as part of the orIgInal executIve team. The men's lIfestyle sIte holds the No. 1
posItIon for the male onlIne lIfestyle category, earnIng the loyalty of 19 mIllIon readers each month. 0urIng hIs tenure
at Ask|en, Comez has held a varIety of management and operatIonal roles, IncludIng edItorInchIef and dIrector of ad
operatIons.
WIth Comez's support, Ask|en achIeved protabIlIty after Its rst year of operatIon, In the mIdst of the dotcom crash. He
was also Instrumental In buIldIng the orIgInal edItorIal team. Comez has secured accounts wIth premIum InternatIonal brands IncludIng CIllette,
Porsche, 8|W, H8D, Apple, 8acardI, C|, Coogle, |Icrosoft and PepsI. Comez graduated wIth honors from the John |olson School of 8usIness.
9:
APPEN0X: |DFE A8DUT DUF EXPEFTS/NFLUENCEFS
8FA0 HAFFNCTDN, executIve dIrector, 8oston College Center for Work E FamIly, and professor,
Carroll School of |anagement
The Center for Work E FamIly Is the UnIted States' leadIng unIversItybased research center focused on helpIng employers In
theIr efforts to Improve the lIves of workIng people and theIr famIlIes. t has 100 corporate members, IncludIng many of the
world's most progressIve, wellrespected employers.
PrIor to hIs arrIval at 8oston College, 0r. HarrIngton was an executIve wIth HewlettPackard for 20 years, servIng In a wIde
range of global leadershIp assIgnments In the U.S. and Europe. 0r. HarrIngton's research and teachIng focuses on career management and
worklIfe IntegratIon, the changIng role of fathers, contemporary workforce management strategIes and organIzatIonal change. He Is a frequent
keynote speaker and has publIshed numerous journal artIcles, book chapters and research reports. He holds a bachelor's degree In busIness
admInIstratIon from StonehIll College, a master's degree In psychology from 8oston College and a doctorate In human resource development
and organIzatIonal behavIor from 8oston UnIversIty.
AN0Y TU, S7P of marketIng, 8reak |edIa
8reak |edIa Is a Los Angelesbased dIgItal medIa company and the largest creator and producer of maletargeted vIdeo
and content onlIne. The company owns and operates the Web's largest humor property, 8reak.com, as well as lIfestyle sIte
|ade |an and leadIng brands across vertIcals IncludIng gamIng, ||A and humor. Every month, 8reak |edIa connects wIth
over 50 mIllIon men across the Web, mobIle, connected devIces and YouTube.
n 2012, Tu and hIs team developed the Acumen Feport, a study reectIng the state of the modern man that Included In
depth qualItatIve research and vIdeo wIth men 1849 combIned wIth a 2,000person survey. PrIor to 8reak |edIa, Tu worked In sales strategy
and account management at ADL to help develop and execute Integrated campaIgns for ADL's advertIsIng partners. Tu Is a proud Nebraska
natIve and lIves In L.A. wIth hIs wIfe.
June 201J
A00TDNAL
CHAFTS
9-
APPEN0X: A00TDNAL CHAFTS
Eyebrow
waxIng
:.7
!!
:/
/
FoundatIon ;7
:6
!
.
Concealer :87
:0
6
6
Fake tan :;7
:9
:0
!8
8ronzer :87
:.
::
/
EyelIner /7
;
/
:
None of these !!7
:.
!6
!/
NaIl varnIsh 97
:!
/
:8
SkIn care
(moIsturIzer,
eye cream)
/!7
0!
.6
.;
LIp balm ..7
-;
.8
/-
FacIals !.7
-:
!8
!:
|anIcure -.7
!0
-/
.:
WaxIng/haIr
removal
-07
.;
-0
!.
FCUFE 1C:
What's acceptable In groomIng (U.S.)
Percentage of AmerIcan men who say each of the followIng Is acceptable for men to use or do
9.
FCUFE 10:
What's acceptable In groomIng (U.K.)
Percentage of 8rItIsh men who say each of the followIng Is acceptable for men to use or do
SkIn care
(moIsturIzer,
eye cream)
/07
/6
/;
/!
LIp balm -07
.:
-;
!;
FacIals !-7
-!
!/
:-
|anIcure !/7
!6
!:
!0
WaxIng/haIr
removal
-:7
.-
-8
!:
Fake tan !87
!.
!:
:/
FoundatIon ::7
!8
;
/
8ronzer :!7
:9
9
9
Eyebrow
waxIng
:-7
!-
::
.
EyelIner 97
:0
;
!
Concealer 97
:0
0
0
None of these !97
!/
-8
--
NaIl varnIsh 97
:0
0
/
9/
FCUFE 1E:
What's acceptable In fashIon (U.S.)
Percentage of AmerIcan men who saId each of the followIng Is acceptable for men to wear
0eep 7neck TshIrts -67
./
-;
!;
PInk or other
tradItIonally
"gIrlIsh" colors
-/7
-0
..
!/
Two earrIngs !;7
-.
--
:;
Shoe lIfts :/7
!!
9
:/
|an bag -.7
./
-:
!/
FIgure shapers
lIke Spanx
97
:!
9
0
LeggIngs .7
9
8
-
Women's jeans .7
9
8
!
None of these -07
!/
-/
.;
Sarong 07
:!
!
-
90
FCUFE 1F:
What's acceptable In fashIon (U.K.)
Percentage of 8rItIsh men who saId each of the followIng Is acceptable for men to wear
|an bag .87
/0
-.
-:
PInk or other
tradItIonally
"gIrlIsh" colors
-;7
.-
.-
!;
Two earrIngs !;7
-:
!0
!0
FIgure shapers
lIke Spanx
:-7
!-
::
0
0eep 7neck TshIrts -;7
.;
-8
-0
Shoe lIfts :/7
!-
9
:.
LeggIngs :87
!8
.
6
Women's jeans :87
:/
0
9
None of these -!7
!/
-.
-;
Sarong :.7
!:
:-
9
96
These days, there Is as much
pressure on men to dress
well and be wellgroomed as
there Is on women
These days, there's more
pressure than In the past for
men to dress well and be
wellgroomed
pressure on men to stay In
shape/have a good body as
there Is on women
6:
6!
69
6:
6!
60
FCUFE 28:
Pressure to look good (U.S.)
Percentage of AmerIcan respondents who agree
|ale Female
9;
pressure on men to dress
well and be wellgroomed as
there Is on women
These days, there's more
pressure than In the past for
men to dress well and be
wellgroomed
pressure on men to stay In
shape/have a good body as
there Is on women
60
;8
6;
6;
;-
;!
FCUFE 2C:
Pressure to look good (U.K.)
Percentage of 8rItIsh respondents who agree
|ale Female
99
8eer belly
SIgns of agIng, such as
saggIng and wrInkles
Love handles ExcessIve haIrIness
UnsatIsfactory
abs/sIxpack
HeIght
UnsatIsfactory
muscle denItIon
Appearance of nose
"|an boobs" None of these
HaIr loss
-9 !;
-9 :;
-! :;
-! :.
!9 :6
!9
FCUFE 20:
|en's appearance anxIetIes (U.S.)
Percentage of AmerIcan men who say the followIng areas of theIr appearance
cause them anxIety
|ale
:88
8eer belly
UnsatIsfactory
muscle denItIon
"|an boobs" ExcessIve haIrIness
UnsatIsfactory
abs/sIxpack
Appearance of nose
SIgns of agIng, such as
saggIng and wrInkles
HeIght
Love handles None of these
HaIr loss
.: !0
-: :0
-: :-
!6 ::
!6 :0
!0
FCUFE 2E:
|en's appearance anxIetIes (U.K.)
Percentage of 8rItIsh men who say the followIng areas of theIr appearance
cause them anxIety
|ale
:8:
FCUFE J8:
What denes men today (U.S.)
Percentage of AmerIcan men who say the followIng factors are
among "the prImary thIngs that dene men today"
6.
6!
6:
0!
0:
08
/;
/.
!-
/8
!:
.9
:9
.;
:6
-.
:0
!;
:0
!0
;
!-
KeepIng hIs word
HIs personal values
ParentIng abIlItIes
Career success
Handyman skIlls
PhysIcal strength
HIs attractIveness
NavIgatIonal skIlls
The car he drIves
What he eats
:8!
FCUFE JC:
What denes men today (U.K.)
Percentage of 8rItIsh men who say the followIng factors are
among "the prImary thIngs that dene men today"
06
/;
/6
/-
/:
/8
.9
.0
!8
.!
!8
-;
:;
-6
:;
!6
:0
!/
:8
!-
;
!!
KeepIng hIs word
HIs personal values
ParentIng abIlItIes
Career success
Handyman skIlls
PhysIcal strength
HIs attractIveness
The car he drIves
NavIgatIonal skIlls
What he eats
:8-
FCUFE 58:
Who men admIre (U.S.)
Percentage of AmerIcan men who say they admIre any of the followIng
.-
-!
!9
!0
!/
!.
!8
:9
:9
:0
:/
:/
:.
:-
:!
::
8Ill Cates
Sean Connery
8arack Dbama
8Ill ClInton
8ruce WIllIs
Ceorge W. 8ush
Ceorge Clooney
Frank SInatra
8rad PItt
TIger Woods
Tom 8rady
8en Afeck
Foger Federer
0anIel CraIg
Hugh Hefner
|ark Zuckerberg
:8
9
6
6
6
0
0
/
.
.
-
-
-
!
9
::
Lebron James
CharlIe Sheen
0avId 8eckham
Cerard 8utler
Fyan CoslIng
Ashton Kutcher
UsaIn 8olt
JayZ
Floyd |ayweather, Jr.
WIll..Am
FIcky CervaIs
Fussell 8rand
Tom Ford
JamIe DlIver
Dther
None of these
:8.
FCUFE 5C:
Who men admIre (U.K.)
Percentage of 8rItIsh men who say they admIre any of the followIng
-6 :8
-/ 9
-/ 9
-! 9
-: 6
-8 6
!/ 0
!! 0
!8 0
:9 /
:; .
:0 .
:/ .
:! !
::
:8
6
:/
0avId 8eckham
8Ill Cates
Sean Connery
8arack Dbama
UsaIn 8olt
Foger Federer
0anIel CraIg
8ruce WIllIs
Frank SInatra
JamIe DlIver
Ceorge Clooney
TIger Woods
8rad PItt
WIll..Am
8Ill ClInton
|ark Zuckerberg
Floyd |ayweather, Jr.
FIcky CervaIs
Cerard 8utler
8en Afeck
Hugh Hefner
Fussel 8rand
CharlIe Sheen
JayZ
Ceorge W. 8ush
Fyan CoslIng
Tom 8rady
Ashton Kutcher
Lebron James
Tom Ford
Dther
None of these
:8/
100
90
80
70
60
50
40
J0
20
10
0
26
59
21
15
6
20
J2
18
J
0
FCUFE 70:
CradIng men on household work (U.S.)
How AmerIcan men grade themselves on performance of household responsIbIlItIes and how
AmerIcan women grade theIr spouse or sIgnIcant other
'm always
on top of It,
and do a
great job
'm mostly
on top of It,
and do a
decent job
help out,
but 'm not
so good at
thIs type of
thIng
pItch In
occasIonally
almost
never
pItch In
A 8 C 0 F
:80
100
90
80
70
60
50
40
J0
20
10
0
62
27
19
7
10
J7
20
6
1
MTà\O 6O,
CradIng men on household work (U.K.)
How 8rItIsh men grade themselves on performance of household responsIbIlItIes and how
8rItIsh women grade theIr spouse or sIgnIcant other
'm always
on top of It,
and do a
great job
'm mostly
on top of It,
and do a
decent job
help out,
but 'm not
so good at
thIs type of
thIng
pItch In
occasIonally
almost
never
pItch In
A 8 C 0 F
:86
MTà\O 6M,
Women's take on household work (U.S.)
Who Is prImarIly responsIble for each task
XLN"P
QLNOLPO OIQO
]L=J XLN"P "PW
100
90
80
70
60
50
40
J0
20
10
0
0 10 20 J0 40 50 60 70 80 90 100
|ean: 20
|ean:
70
7acuumIng
|oppIng
kItchen
oor
CleanIng bathroom
CookIng
Crocery shoppIng
0oIng dIshes
8Ills/nances
Yard work
Trash
|owIng lawn
Laundry
0ustIng
:8;
FCUFE 7C:
Women's take on household work (U.K.)
XLN"P
QLNOLPO OIQO
100
90
80
70
60
50
40
J0
20
10
0
0 10 20 J0 40 50 60 70 80 90 100
|ean: 19
|ean:
72
7acuumIng
|oppIng
kItchen
oor
CleanIng bathroom
CookIng
Crocery shoppIng
0oIng dIshes
8Ills/nances
Yard work Trash
|owIng lawn
Laundry
0ustIng
]L=J XLN"P "PW
:89
FCUFE 7H:
|en's take on household work (U.S.)
QLNOLPO OIQO N"P
100
90
80
70
60
50
40
J0
20
10
0
0 10 20 J0 40 50 60 70 80 90 100
|ean: 56
|ean:
29
7acuumIng
|oppIng kItchen oor
CleanIng bathroom
CookIng
Crocery shoppIng
0oIng dIshes
8Ills/nances
Yard work
Trash
|owIng lawn
Laundry
0ustIng
QT`PTMTS"P= L=JO\
::8
FCUFE 7:
|en's take on household work (U.K.)
QLNOLPO OIQO N"P
100
90
80
70
60
50
40
J0
20
10
0
0 10 20 J0 40 50 60 70 80 90 100
|ean: 5J
|ean:
J5
7acuumIng
|oppIng kItchen oor
CleanIng bathroom CookIng
Crocery shoppIng
0oIng dIshes
8Ills/nances
Yard work
Trash
|owIng lawn
Laundry
0ustIng
QT`PTMTS"P= L=JO\
:::
100
90
80
70
60
50
40
J0
20
10
0
J6
66
9
1J
2
J0
40
5
0
0
FCUFE 8E:
CradIng men on chIld care responsIbIlItIes (U.S.)
How AmerIcan men grade themselves on performance of chIld care responsIbIlItIes and how
AmerIcan women grade theIr spouse or sIgnIcant other
How women grade theIr partners
'm always
on top of It,
and do a
great job
'm mostly
on top of It,
and do a
decent job
help out,
but 'm not
so good at
thIs type of
thIng
pItch In
occasIonally
almost
never
pItch In
A 8 C 0 F
::!
100
90
80
70
60
50
40
J0
20
10
0
18
62
18
1J
2
26
42
16
1
0
FCUFE 8F:
CradIng men on chIld care responsIbIlItIes (U.K.)
How 8rItIsh men grade themselves on performance of chIld care responsIbIlItIes and how 8rItIsh
women grade theIr spouse or sIgnIcant other
How women grade theIr partners
'm always
on top of It,
and do a
great job
'm mostly
on top of It,
and do a
decent job
help out,
but 'm not
so good at
thIs type of
thIng
pItch In
occasIonally
almost
never
pItch In
A 8 C 0 F
::-
FCUFE 8C:
Women's take on chIld care responsIbIlItIes (U.S.)
XLN"P
QLNOLPO OIQO
]L=J XLN"P "PW
100
90
80
70
60
50
40
J0
20
10
0
0 10 20 J0 40 50 60 70 80 90 100
|ean: 12
|ean:
85
0rIvIng to school
0IscIplInIng
8Irthday partIes; Lunches; ChangIng dIapers;
Take care when sIck; 0octor's vIsIts; CettIng
ready for school; 8edtIme routIne; 8edtIme
story; PlayIng wIth kIds; Homework
::.
FCUFE 8H:
Women's take on chIld care responsIbIlItIes (U.K.)
XLN"P
QLNOLPO OIQO
100
90
80
70
60
50
40
J0
20
10
0
0 10 20 J0 40 50 60 70 80 90 100
|ean: 17
|ean:
77
0rIvIng to school
PlayIng wIth kIds
0IscIplInIng
8edtIme routIne
8Irthday partIes; Lunches; ChangIng dIapers;
Take care when sIck; 0octor's vIsIts; CettIng
ready for school; 8edtIme story; Homework
]L=J XLN"P "PW
::/
FCUFE 8:
|en's take on chIld care responsIbIlItIes (U.S.)
QLNOLPO OIQO N"P
100
90
80
70
60
50
40
J0
20
10
0
0 10 20 J0 40 50 60 70 80 90 100
|ean: 48
|ean:
46
PlayIng wIth kIds
0rIvIng to school
Take care when sIck
ChangIng dIapers
Lunches
0IscIplInIng
8edtIme story
Homework
8edtIme routIne
8Irthday partIes
0octor's vIsIts
QT`PTMTS"P= L=JO\
::0
FCUFE 8J:
|en's take on chIld care responsIbIlItIes (U.K.)
QT`PTMTS"P= L=JO\
QLNOLPO OIQO N"P
100
90
80
70
60
50
40
J0
20
10
0
0 10 20 J0 40 50 60 70 80 90 100
|ean: 42
|ean:
48
PlayIng wIth kIds
0rIvIng to school
Take care when sIck
ChangIng dIapers
Lunches
0IscIplInIng
8edtIme story
Homework
8edtIme routIne
8Irthday partIes
0octor's vIsIts
QT`PTMTS"P= L=JO\
::6
|en face the same
career and famIly
have made sacrIces
raIsIng my chIldren
;-
60
06
6.
off to accomodate my
famIly's schedule
68
6-
my sense of who am
6!
6:
FCUFE 8K:
8alancIng famIly and career (U.S.)
Percentage of AmerIcan respondents who agree
|ale Female
::;
|en face the same
career and famIly
;:
/;
have made sacrIces
raIsIng my chIldren
0/
60
off to accomodate my
famIly's schedule
0!
6:
my sense of who am
/9
0;
FCUFE 8L:
8alancIng famIly and career (U.K.)
Percentage of 8rItIsh respondents who agree
|ale Female
::9
FCUFE 98:
LIfe feels harder for men today (U.S. and U.K.)
Percentage of AmerIcan and 8rItIsh respondents who say each factor Is easIer than It was J0 years
ago mInus the percentage who say It Is harder
HAF0EF EASEF HAF0EF EASEF
-4
-30
-31
LIfe In general
-4
-8
-15
CourtshIp/datIng
-5
-5
-12
8eIng a good father
-21
-32
-41
SucceedIng professIonally
-24
-33
-3
LIvIng up to socIety's
expectatIons
-
-12
-15
8eIng a good husband
:!8
FCUFE 10C:
ChIvalry supported In theory (U.S.)
Percentage of AmerIcan men who say each of the followIng Ideas about beIng a gentleman Is stIll relevant
HoldIng the door
open for a woman
;97
9:
;.
9!
PullIng out a chaIr
for a woman
0;7
0.
6:
68
PayIng for a rst date 6.7
60
6-
6!
|akIng the rst move -67
.9
--
!9
PayIng for most dates 0!7
0.
0/
/0
DrderIng for a
woman when out
at a restaurant
!!7
!;
!.
:-
or enter a door rst
;07
;/
;!
9:
WalkIng on the
when on the street
/97
/.
//
0;
:!:
FCUFE 100:
ChIvalry supported In theory (U.K.)
Percentage of 8rItIsh men who say each of the followIng Ideas about beIng a gentleman Is stIll relevant
HoldIng the door
open for a woman
;:7
6/
69
;;
PayIng for most dates ./7
/:
.8
.-
PayIng for a rst date 0:7
00
08
/0
|akIng the rst move -!7
.-
!9
!-
PullIng out a chaIr
for a woman
0/7
/0
6-
0/
DrderIng for a
woman when out
at a restaurant
!-7
--
!:
:/
or enter a door rst
607
06
69
;-
WalkIng on the
when on the street
.;7
.9
.!
/.
:!!
FCUFE 10E:
ChIvalry In practIce (U.S.)
Percentage of AmerIcan men who say they almost always do each of the followIng
60
6-
;8
WalkIng on the
when on the street
/!7
./
/-
/;
PayIng for most dates 067
/;
0/
6;
|akIng the rst move -87
-8
!9
-:
or enter a door rst
6.7
/;
6;
;/
DrderIng for a
woman when out
at a restaurant
::7
:0
:.
.
HoldIng the door
open for a woman
667
00
;8
;0
PullIng out a chaIr
for a woman
-;7
-9
-/
-9
:!-
FCUFE 10F:
ChIvalry In practIce (U.K.)
Percentage of 8rItIsh men who say they almost always do each of the followIng
HoldIng the door
open for a woman
6:7
/9
6:
;-
WalkIng on the
when on the street
.!7
--
.!
/!
or enter a door rst
007
..
6-
;:
|akIng the rst move !/7
!/
-:
:9
PayIng for most dates .07
--
.!
0-
DrderIng for a
woman when out
at a restaurant
:!7
::
:/
9
PayIng for a rst date 0.7
.;
06
60
PullIng out a chaIr
for a woman
.87
-8
.0
.!
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The New State of Men (JWT Research)

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June 201J

mage credIts: |arIan 8erelowItz; ChrIsColdNY; petertandlund

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