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Identity Crisis
Overall, findings from the Leo Burnett Man Study highlight the disruption
of men’s sense of identity due to profound social and structural
changes taking place across the globe. The study confirmed that
men in most parts of the world are unsure of what’s expected
of them in society, with half of those surveyed saying they felt
their role in society was unclear. Additionally, a stunning 74 per
cent said they believe the images of men in advertising are out
of touch with reality.
"As the world is drifting toward a more feminine perspective,
many of the social constructs men have taken for granted are undergoing
significant shifts or being outright dismantled. It’s a confusing
time, not just for men, but for marketers as well as they try to
target and depict men meaningfully," said Bernardin.
Metros vs. Retros
The study revealed the existence of a "New Male Spectrum,"
characterised on one end by enlightened, evolved, modern men - or
what have been popularly dubbed "metrosexuals," and on
the other end, entrenched, more traditionally masculine "retrosexuals"
who cling steadfastly to stereotypical male behavior. Both groups
are engaged by the gender debate and see themselves in terms relative
to women: either they’re more like women (Metros) or they’re
aggressively asserting their difference from women, (Retros).
The agency cautioned marketers against becoming fixated on these
men who are adapting - or not - to women’s new power and influence
in society. According to the Man Study, fewer than 40 per cent of
men define themselves this way: the majority of men surveyed (60
per cent) aren’t caught up in this gender debate and live by
a more traditional set of standards for assessing their masculinity.
This larger group is more focused on defining themselves in the
eyes of other men, largely by seeking respect and admiration for
being successful in their professional life on one end of the spectrum,
or their personal, family life on the other. The study dubs these
men on the "Traditional Male Spectrum" as Power Seekers
and Patriarchs, respectively, and contends they are largely overlooked
by popular culture, the media and marketers.
Surprising Findings
In assessing men’s attitudes and values, the study also uncovered
some surprising findings.
Men may be more sensitive than we give them credit for: The greatest
insult to a man, according to those surveyed, is that "He’ll
never amount to anything" (29 per cent), followed by "Everyone
laughs behind your back" (24 per cent) and "You’re
stupid" (21 per cent).
Men may be less interested in money than happiness: The study participants
overwhelmingly said that they’d rather have a job they love
(73 per cent) v/s a job that pays well (27 per cent).
Men are torn when it comes to taking care of others v/s themselves:
When asked about their ultimate male fantasy, those surveyed ranked
"ending world hunger" (No. 1) and "being a world
famous sports star" (No. 2) above "being married to a
supermodel" (No. 3).
Study Conclusions
In light of these findings, the seminar offered several recommendations
for marketers:
- Embrace make complexity: There’s more to men than many
of the media clichés and stereotypes suggest.
- Anticipate male adaptation: Men are adapting all around the
world, even in traditional societies and developing markets. It’s
part of how they cope with change.
- Let the primal man out to play: It’s okay to indulge a
man’s sense of masculinity. This encompasses everything from
using sex as a marketing ploy to locker room humor.
- Grab 'em by the balls: Create smart brand positionings and provocative
imagery that register with a uniquely male point of view.
- Stop looking in the mirror of today: We need to consider how
the changes in society are affecting changes in men. Advertising
stays relevant by reflecting the zeitgeist.
Bernardin summarised the presentation as a wake-up call to the
industry and at the end of the seminar, reiterated that marketers
will miss real men if they don’t tune in to how they are adapting
to society’s changes.
He also encouraged the men in the audience to share their attitudes
by taking the Leo Burnett Man Study. Additional findings will be
unveiled during Advertising Week in New York City in September 2005.
The study was conducted by a team of Leo Burnett planners from
around the network in 13 markets including Brazil, Mexico, Argentina,
the UK, France, Germany, Italy, India, Russia, the US, China, Australia
and Saudi Arabia. In total, 45 focus groups were held in which the
agency talked to single men, men with families and older, “empty
nester” men.
Quantitative research was conducted in four countries, including
the US, France, Brazil and India. In each country a nationally representative
sample of 500 men, aged 18-64, was interviewed. Examination of the
data included a segmentation analysis, which included over 63 behavioral,
lifestyle and attitude statements. Beyond its own research, Leo
Burnett conducted interviews and reviewed secondary sources and
published data.
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