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Marketing to Men - UK - February 2017

Published By :

Mintel

Published Date : Feb 2017

Category :

Advertising and Marketing

No. of Pages : N/A

Marketing aimed at men continues to be heavily focused on high-achieving sportsmen and well-groomed male models, offering the brands behind them little differentiation in the minds of those they are targeting. This paves the way for brands to take a different approach in their campaigns, such as featuring role models that tap into men’s strong belief in equality and family.

Table of Content

Overview

What you need to know

Executive Summary
The market
Marketing to disengaged older men
‘Healthy living’ can lead to unhealthy lifestyles
University gender gap widens
The consumer
Travel tops men’s plans for the next three years
Figure 1: Men’s plans for the next three years, November 2016
Sports lead men’s hobbies
Figure 2: Men’s main hobbies and interests, November 2016
Considerate, hard-working, family men
Figure 3: Facets of a good male role model, November 2016
Dads struggle for a better work-life balance
Figure 4: Factors causing stress for men, by parental status, November 2016
Helping employees take a healthier approach to beating stress
Figure 5: Approaches to managing stress, November 2016
Men champion gender equality
Figure 6: Men’s attitudes towards gender equality, November 2016
What we think

Issues and Insights
Men as champions for gender equality
The facts
The implications
Focusing on ‘real’ male role models
The facts
The implications

The Market – What You Need to Know
Marketing to disengaged older men
Promoting mental health
Nurturing the next generation
‘Healthy living’ can lead to unhealthy lifestyles
University gender gap widens

Market Drivers
Marketing to disengaged older men
Figure 7: Trends in the age structure of the UK male population, 2011-21
Nurturing the next generation
Young men drive healthy living trend
Figure 8: Changes in men’s perceptions of their health, by age, August 2016
‘Invisible Men’ disappear
Men enjoy healthy financial situation
Figure 9: Financial situation amongst men, by age, November 2016
University gender gap widens
Figure 10: UK-domiciled 18 year old entry rates for UK universities, by gender, 2006-16
Shared parental leave at less than 1%

The Consumer – What You Need to Know
Travel tops men’s plans for the next three years
Sports lead men’s hobbies
Young men prove most interested in health/exercise
Considerate, hard-working, family men
Encouraging men to prioritise their mental health
Dads struggle for a better work-life balance
Men champion gender equality
Promoting realistic male role models
The rise of unisex

Future Aspirations
Travel tops men’s plans for the next three years
Figure 11: Men’s plans for the next three years, November 2016
Helping young men get onto the career ladder
Figure 12: Selected men’s plans for the next three years, by age, November 2016
Figure 13: LifeSkills created with Barclays Facebook screen grab, January 2017
Re-engaging older men

Men’s Hobbies and Interests
Sports lead men’s hobbies
Figure 14: Men’s main hobbies and interests, November 2016
Figure 15: Dove Men+Care Real Strength campaign, January 2016
Young men prove most interested in health and exercise
Figure 16: Proportion of men who cite “health/exercise” among their main hobbies/interests, by age, November 2016
Using hobbies to engage older male audiences

Life Skills
76% of men feel confident they can cook a meal from scratch
Figure 17: Men’s confidence in cooking and baking, November 2016
‘Man caves’ under threat
Figure 18: Men’s confidence in selected life skills, November 2016
Men enjoy confidence in finance
Figure 19: Men’s confidence in looking after the household finances (eg paying bills and organising direct debits), by age, November 2016
Figure 20: NatWest’s MoneySense initiative, December 2016

What Makes a Good Male Role Model?
Considerate, hard-working, family men
Figure 21: Facets of a good male role model, November 2016
Figure 22: Vitabiotics Wellman campaign featuring David Gandy, June 2016
Figure 23: White Ribbon UK campaign, December 2016
Encouraging men to prioritise their mental health
Figure 24: The importance of physical and mental health for a good male role model, by age, November 2016

Dealing with Stress
Money worries prove top cause of stress
Figure 25: Factors causing stress for men, November 2016
Figure 26: Proportion of men who cite “money” as a stress factor, by age, November 2016
Dads struggle for a better work-life balance
Figure 27: Factors causing stress for men, by parental status, November 2016
Stress-busting exercise
Figure 28: Methods of dealing with stress, November 2016
Helping men to seek help
Figure 29: Selected methods of dealing with stress, by age, November 2016

Attitudes towards Equality
Men champion workplace equality
Figure 30: Men’s attitudes towards gender equality, November 2016
Figure 31: The Equality Movement campaign, April 2015
Over one in five men identify as a feminist
Figure 32: Elle Magazine’s “This is what a feminist looks like” campaign, October 2014
Figure 33: Agreement with the statement “I would describe myself as a feminist”, by age, November 2016
Promoting realistic male role models
Figure 34: Men’s attitudes towards gender representation in advertising, November 2016
Figure 35: Screengrab from Jacamo’s #RealManRunway campaign, October 2016
The rise of unisex
Figure 36: Men’s attitudes towards gender representation in advertising, November 2016
Figure 37: MAC Brant Brothers campaign, May 2016

Appendix – Data Sources, Abbreviations and Supporting Information
Abbreviations
Consumer research methodology

List of Table

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