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Marketing to Men - UK - January 2019

“Men’s mental health has become an increasing concern in recent years. While there is often particular emphasis placed on the high number of male suicides, the problem is much broader than this, and many men suffer in silence. For businesses there are undoubtedly reputational benefits to be had for those that help to break down the stigma that still surrounds mental illness and encourage men today to be more proactive towards their metal wellbeing.”

– Jack Duckett, Senior Consumer Lifestyles Analyst

This report examines the following issues:

  • Getting men to “open up” about their mental wellbeing
  • A more dynamic representation of older men in advertising

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Table of contents

  1. Overview

    • What you need to know
    • Executive Summary

        • The market
          • Booming senior male population
            • Number of dads continues to rise
              • Younger men in need of more mental health support
                • The consumer
                  • Tech proves lead area of interest in advertising
                    • Figure 1: Interest in sector advertising, October 2018
                  • TV commercials remain important point of connection
                    • Figure 2: Appeal of advertising mediums, October 2018
                  • Targeting men with diversity
                    • Figure 3: Interest in diversity in advertising, October 2018
                  • Two thirds of all men feel as stereotyped as women in advertising
                    • Figure 4: Attitudes towards advertising, October 2018
                  • Men want ads that make them laugh
                    • Figure 5: Memorable elements in advertising campaigns, October 2018
                  • Sharing advertising content
                    • Figure 6: Behaviours around advertising in the last 6 months, October 2018
                  • A more positive approach towards representing older men
                    • Figure 7: Positive representations of men in advertising, October 2018
                  • Encouraging a more proactive approach to health problems
                    • Figure 8: Attitudes towards social stereotypes, October 2018
                  • Getting men to open up
                    • Figure 9: Comfort with discussing personal issues, October 2018
                  • Men too embarrassed to seek help for mental health issues
                    • Figure 10: Barriers to seeking mental health help, October 2018
                  • What we think
                  • Issues and Insights

                    • Getting men to “open up” about their mental wellbeing
                      • The facts
                        • The implications
                          • A more dynamic representation of older men in advertising
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Booming senior male population
                                  • Number of dads continues to rise
                                    • Engaging older men about their physical wellbeing
                                      • Younger men in need of more mental health support
                                        • Senior males prove the most financially confident
                                          • Taking inspiration from contemporary feminist theory
                                          • Market Drivers

                                            • Demographic factors
                                              • Booming senior male population
                                                • Figure 11: Trends in the age structure of the UK male population, 2013-23
                                              • Brands must remember dads
                                                • Figure 12: Number of mums and dads with dependent children in the household, UK, 2000-17
                                              • Healthy Living
                                                • Engaging older men about their physical wellbeing
                                                  • Figure 13: Men’s perceptions of the healthiness of their habits, August 2018
                                                • Younger men in need of more mental health support
                                                  • Figure 14: Men’s perceptions of the healthiness of their mental health habits, August 2018
                                                • Financial situation
                                                  • Older men are the most financially confident
                                                    • Figure 15: Financial situation amongst men, by age, November 2018
                                                  • Gender-based issues
                                                    • Taking inspiration from contemporary feminist theory
                                                      • University gender gap stretches on
                                                        • Figure 16: HE student enrolments, by gender, 2012/13 to 2016/17
                                                    • The Consumer – What You Need to Know

                                                      • Tech proves lead area of interest in advertising
                                                        • Highlighting travel opportunities for today’s senior men
                                                          • TV commercials remain important point of connection
                                                            • Synthesising outdoor and social media marketing
                                                              • Targeting men with diversity
                                                                • The disabled in advertising
                                                                  • Two thirds of all men feel just as stereotyped as women in advertising
                                                                    • Men want ads that make them laugh
                                                                      • Sharing advertising content
                                                                        • A more positive approach to older men
                                                                          • Encouraging a more proactive approach to health problems
                                                                            • The lonely young
                                                                              • Getting men to open up
                                                                                • Men too embarrassed to seek help for mental health issues
                                                                                • Interest in Sector Advertising

                                                                                  • Tech proves the lead area of interest in advertising
                                                                                    • Figure 17: Interest in sector advertising, October 2018
                                                                                  • Targeting food and drink marketing at men
                                                                                    • Just 3% of all men express interest in BPC advertising
                                                                                      • Figure 18: Bulldog ‘Bulldog understands men’ campaign, September 2017
                                                                                    • Highlighting exciting travel opportunities for today’s senior men
                                                                                      • Figure 19: Interest in sector advertising, by age, October 2018
                                                                                  • Appeal of Advertising Mediums

                                                                                    • TV commercials remain important point of connection
                                                                                      • Figure 20: Appeal of advertising mediums, October 2018
                                                                                    • Low engagement with digital advertising
                                                                                      • Figure 21: Knorr charity click initiative, April 2018
                                                                                    • Synthesising outdoor and social media marketing
                                                                                      • Figure 22: Appeal of advertising mediums, October 2018
                                                                                      • Figure 23: Screengrabs from Nordstrom Men’s Store NYC Instagram search and #selfridgesbowl, December 2018
                                                                                  • Interest in Diversity in Advertising

                                                                                    • Targeting men with diversity
                                                                                      • Figure 24: Interest in diversity in advertising, October 2018
                                                                                      • Figure 25: H&M ‘Close the Loop’ campaign, September 2015
                                                                                    • Older men neglected by advertisers
                                                                                      • Figure 26: IKEA’s ‘Wonderful Everyday’ campaign, July 2016
                                                                                    • The disabled in advertising
                                                                                    • Attitudes towards Advertising

                                                                                      • Two thirds of all men feel as stereotyped as women in advertising
                                                                                        • Figure 27: Attitudes towards advertising, October 2018
                                                                                      • The industry is working to address stereotyping
                                                                                        • Figure 28: Lynx #ItsOkForGuys initiative, June 2017
                                                                                      • A more male-friendly approach to feminism
                                                                                        • Figure 29: Schweppes’ ‘The Dress for Respect’ campaign, November 2018
                                                                                    • Memorable Elements in Advertising Campaigns

                                                                                      • Men want ads that make them laugh
                                                                                        • Figure 30: Memorable elements in advertising campaigns, October 2018
                                                                                      • Attainable aspirations for everyone
                                                                                        • Figure 31: Proportion of all men who recall adverts that are aspirational, by household income, October 2018
                                                                                      • “Inspiration” rather than “aspiration”
                                                                                        • Figure 32: Nike ‘Dream Crazy’ campaign, September 2018
                                                                                    • Behaviours around Advertising

                                                                                      • Sharing advertising content
                                                                                        • Figure 33: Behaviours around advertising in the last 6 months, October 2018
                                                                                        • Figure 34: Pepsi’s ‘Live for Now’ campaign, April 2017
                                                                                    • Positive Representations of Men in Advertising

                                                                                      • Young men inspired by male models
                                                                                        • Figure 35: Positive representations of men in advertising, October 2018
                                                                                      • A more positive approach to older men
                                                                                        • Figure 36: Proportion of men who consider men’s age to be positively represented in advertising, by age, October 2018
                                                                                        • Figure 37: Coca-Cola ‘Break free’ campaign, January 2018
                                                                                    • Attitudes towards Social Stereotypes

                                                                                      • Encouraging a more proactive approach to health problems
                                                                                        • Figure 38: Attitudes towards social stereotypes, October 2018
                                                                                      • Rise of the male “homemaker”
                                                                                        • Figure 39: Agreement with the statement “Women are better home-makers than men”, by age, October 2018
                                                                                        • Figure 40: Mr. Músculo Ruben’s Story campaign, April 2017
                                                                                      • The lonely young
                                                                                        • Figure 41: Agreement with the statement “Loneliness is only a problem for the elderly”, by age, October 2018
                                                                                    • Comfort with Discussing Personal Matters

                                                                                      • Getting men to open up
                                                                                        • Figure 42: Comfort with discussing personal matters, October 2018
                                                                                        • Figure 43: Ford ‘The Elephant in Transit’ campaign, April 2018
                                                                                        • Figure 44: Dave ‘Be the mate you’d want’ campaign, November 2018
                                                                                    • Barriers to Seeking Mental Health Help

                                                                                      • Many men too embarrassed to seek help for mental health issues
                                                                                        • Figure 45: Barriers to seeking mental health help, October 2018
                                                                                      • Directing younger men to help
                                                                                        • Figure 46: Barriers to seeking mental health help, by age, October 2018
                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                        • Abbreviations
                                                                                          • Consumer research methodology

                                                                                          Marketing to Men - UK - January 2019

                                                                                          US $2,808.06 (Excl.Tax)