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Marketing to Men - UK - January 2016

Published By :

Mintel

Published Date : Jan 2016

Category :

Advertising and Marketing

No. of Pages : N/A

Half of all men admit that they are largely apathetic towards advertising, reflecting how many find themselves unable to identify with the men they see in ad campaigns. There is now an opportunity for brands to change this, with brands using advertising to more fully identify with the average man, using regular-shaped models in their campaigns, as well as emphasising the important practical and emotional role he plays in the home.

Overview

What you need to know

Executive Summary

Emphasis on financial situation and health
Figure 1: Men’s current lifestyle priorities, October 2015
Attributes of a good advert
Figure 2: Attributes of a good advert, October 2015
Representing men in advertising
Figure 3: Men’s attitudes towards marketing and advertising, October 2015
Adverts featuring female models deemed sexist
Figure 4: Men’s perceptions of common advertising themes, October 2015
What we think

Issues and Insights

Representing the average man
The facts
The implications
Highlighting the role of men in the home
The facts
The implications
Engaging with the older man
The facts
The implications

The Market – What You Need to Know

Ageing male population could be a challenge for advertisers
Surfing the web tops men’s media habits
Bolstering the in-store experience
The rise of Bigorexia
Men’s mental health awareness on the rise

Market Drivers

Demographic factors
Male population continues to rise
Figure 5: Trends in the age structure of the UK male population, 2010-20
Men emerge as major consumers in their own right
Figure 6: Shopping responsibility, by gender, December 2014
Media habits
Surfing the web tops men’s media habits
Figure 7: Men’s media usage habits, December 2014
Bolstering the in-store experience
Figure 8: Sources of information for new products, by selected categories, December 2014
Sociological factors
Men able to share maternity leave
Bigorexia and the Dad Bod
Men’s mental health awareness on the rise
Figure 9: International Men’s Day campaign 2015

The Consumer – What You Need to Know

Men prioritise financial stability
Tapping into the healthy living boom
Men demand informative advertising
Diversity important to young men
Including older men in advertising
The rise of ‘Hunkvertising’
Highlighting men’s role in the home
Adverts featuring female models deemed sexist

Lifestyle Priorities and Aspirations

Emphasis on financial situation
Figure 10: Men’s current lifestyle priorities, October 2015
Future priorities differ by lifestage
Figure 11: Men’s future aspirations, October 2015
Figure 12: Men’s future aspirations, Baby Boomers vs Millennials, October 2015
Tapping into the healthy living boom
Figure 13: Men’s current lifestyle priorities (selected statements), by age, October 2015

Factors Influencing Purchases

Quality and price dominate food and drink purchase considerations
Figure 14: Considerations when shopping for food and drink products, by gender, October 2015
Men focus on brand when buying clothes
Figure 15: Considerations when shopping for clothing, shoes and accessories, by gender, October 2015
Technology purchases more likely to be influenced by recommendation
Figure 16: Considerations when shopping for technology products, by gender, October 2015
Over a fifth of men stick to the same BPC products
Figure 17: Considerations when shopping for beauty and personal care products, by gender, October 2015
Figure 18: Screenshot of Netflix Moustache search on Twitter, November 2015

Attributes of a Good Advert

Men demand informative advertising
Figure 19: Attributes of a good advert, October 2015
Promoting a healthy lifestyle
Diversity important to young men
Figure 20: Banana Republic, ‘True Outfitters’ campaign, Spring 2014

Men’s Attitudes towards Advertising

Half of all men do not pay much attention to adverts
Figure 21: Men’s attitudes towards marketing and advertising, October 2015
Including older men in advertising
Figure 22: Photographer Don McCullin by Alfred Dunhill, as part of The Voice campaign, August 2012
The rise of ‘Hunkvertising’
Figure 23: Selected men’s attitudes towards marketing and advertising, by age, October 2015
Figure 24: Dressmann’s #JustTheWayYouAre campaign, August 2015
Highlighting men’s role in the home

Perceptions of Common Advertising Themes

Adverts featuring female models deemed sexist
Figure 25: Men’s perceptions of common advertising themes, October 2015
Figure 26: Attitudes towards advertising themes, October 2015
Men socialising and lad culture
Father/child relationships take an emotional turn
Figure 27: Colman’s advert, February 2014
Adverts featuring sports and cars
Figure 28: Example of MasterCard Surprises campaign, February 2015

Appendix – Data Sources, Abbreviations and Supporting Information

Data sources
Abbreviations
Correspondence analysis

List of Table

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