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Marketing to Men - UK - January 2016

“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.”
– Jack Duckett, Consumer Lifestyles Analyst

This report examines the following issues:

  • Representing the average man
  • Highlighting the role of men in the home
  • Engaging with the older man

Over the last few years the representation of men in marketing campaigns has become out of step with reality, leading to half of all men agreeing that they are largely apathetic towards advertising. Men find it hard to identify with the Adonis-like men who now pervade the advertising landscape, whilst the portrayal of men as incompetent in the home has fast become an outdated stereotype as men accrue more and more domestic responsibilities.

This report will go into more detail about men’s lifestyle priorities and how these differ by age, as well as examining the factors they consider when buying products. It will also explore men’s attitudes towards advertising and their views on a number of major advertising themes.

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Table of contents

  1. 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

                                                                            Companies Covered

                                                                            • YouTube, Inc.

                                                                            Marketing to Men - UK - January 2016

                                                                            £2,195.00 (Excl.Tax)