The concept of masculinity is evolving and advertisers must evolve with it, according to a study released today reporting that 69% of men in the UK feel misrepresented by brands.
Conducted by market research company Altheo, Men Are On The Edge is a study of 1000 25-44 year old men, commissioned by new media brand The Book of Man.
The study reveals that modern men no longer relate to the stereotypes of old school masculinity: physical strength, stoicism, and the expectation to enjoy beer, play football and drive fast cars. 79% of respondents agreed that its values have to change.
Only a quarter of respondents said that they have role models they aspire towards and, as Mark Sandford, chief revenue officer at The Book of Man, told Mediatel, men are subsequently looking to brands to inspire them and redefine masculinity.
“Brands need to be more diverse from a race and sexuality point of view,” he said. “But more than this, they need to appeal to emotions rather than the physicality of men.”
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According to Sandford, Lynx is a great example of a brand which has effectively overhauled its advertising strategy to divert from masculine stereotypes. Its recent Find Your Magic campaign made headlines for departing significantly from its hyper-masculine Lynx Effect campaign of the 90s – which was fueled by the culture of “lad” magazines.
Harry’s subscription-based shaving products service is also deemed a good example of a brand with a responsible marketing message.
However, its the hyper-masculine brands such as beer and motor brands that most need to change their outdated depictions of men, he says, as the Altheo study reports that 52% of men feel the need to conform to stereotypes despite 65% believing they are dangerous to society.
Martin Robinson, CEO, editor and founder of The Book of Man added: “we are undoubtedly living through a time of great social change and we need advertising to play its part in helping redefine masculinity for the better.”
The Book of Man, a mobile first digital platform for men, launched in April this year to provide men in the UK with advice and inspiration, making way for ‘the new masculinity’.
It explores topics from mental health issues and expressing emotions to being a great father, with a range of contributors headed up by musician, campaigner and CALM patron, Professor Green.
