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Marketing to Men - UK - February 2017

“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.”
– Jack Duckett, Research Analyst

This Report discusses the following key topics:

  • Men as champions for gender equality
  • Focusing on ‘real’ male role models

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Table of contents

  1. 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

                                                                        Marketing to Men - UK - February 2017

                                                                        US $2,914.30 (Excl.Tax)