What Men Want (and how to give it to them)

Here are some worrying facts for you:

Did you know that only 7% of men globally relate to the depictions of masculinity they see in the media?⁽¹⁾

Equally, 80% of men agree that adverts influence gender stereotypes.⁽²⁾

Put those two things together, and a picture emerges of brands promoting and propagating a negative and socially damaging depiction of men and masculinity.⁽³⁾

However, when brands get it right, they reap the rewards and have a positive impact.

For example, Dove Men+Care’s focus on self-care led to a 35% increase in market share within the men’s grooming category.

In the words of the Unstereotype Alliance:

“Brands who portray men in a positive way significantly improve their results in brand equity, short-term sales and advertising impact”

So, how can brands pivot their portrayals of men so they are more relatable and desirable?

Our latest report, What Men Want, answers those questions and gives a practical approach that any brand can follow to make the necessary changes.

Click here to access the report

1. Campaign Asia – Changing masculinity: Is advertising doing enough to represent modern men
2. Macho Survey
3. Islentyeva, Anna & Zimmermann, Elisabeth. (2023). “Tall, Dark and Tasty”: Masculinity in Food and Beverage Advertising. Zeitschrift für Anglistik und Amerikanistik. 71. 265-292. 10.1515/zaa-2023-2032.