Research from leading advertising agency JWT London reveals that being married or in a committed relationship is actually more important to men (85%) than it is to women (79%). And expressing emotion, long depicted as a sign of male weakness, is now not just something most men are comfortable with, it is actually a source of pride (62%).
On the day London’s Southbank Centre launches its three day ‘Being a Man’ event, JWT, which creates advertising for Nestle’s Yorkie and KitKat brands, Shell, HSBC, The British Army and Mr Kipling, unveils its latest research: ‘Masculinity & Modernity: Investigating the Men of Britain Today’.
As a JWT report, it delivers intelligence into twenty-first century man and finds that he is multi-faceted; as handy with a nappy as his credit card and as nifty with a whisk as a power-tool.
There has been much talk of gender-blurring and the feminisation of men, but what JWT’s data suggests is that the modern British male is simply more multi-dimensional than is commonly credited. Indeed, 43% of men agree that their sex is better-rounded today than it used to be.
Marie Stafford, Planning Foresight Director, commented:
“Men are not as one-dimensional as the media would often have us believe. Just like women, they juggle different roles of parent, partner, provider or one of the boys. Brands need to start acknowledging, reflecting and appreciating their complexity, rather than simply trotting out the same old tired clichés”
Notes to Editors:
The full report is available at http://jwt.co.uk/?p=3744