In brand communications targeting men, what truly resonates is not overt preaching but a clear stance and value proposition subtly transmitted in layers via style, context and attitude. Build trust quietly, evoking identification without fanfare. Restrained yet powerful messaging offers a entry point into men's world, serving as a key route for brands to earn lasting trust.
Gloria Gan, Senior Analyst, China Insights
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Executive summary
- Key issues in this Report
- What you need to know
- Decoding the male consumer: understand his aspirations, support his self-expression and become his brand of choice
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Consumer profile
- Constrained by real-world pressures, men maintain a cautious approach to spending
- Graph 1: financial confidence – very/somewhat confident, by gender, 2022-25
- Graph 2: factors influencing consumer confidence, by gender, 2025
- Softening focus on essentials sees technology and experiences emerge as new drivers of male consumption
- Graph 3: categories where men spent more than in the previous month or plan to spend more over the next three months – non-FMCG, 2024-25
- Graph 4: categories where men spent more than in the previous month or plan to spend more over the next three months – FMCG, 2024-25
- Quality of life and emotional fulfilment are gaining importance
- Graph 5: things that matter to men, by generation, 2025
- Men’s emotional expression is constrained by social expectations
- Graph 6: emotional issues among men that increased or remained unchanged, 2024 vs 2025
- Sense of belonging and desire for self-expression offer potential opportunities to meet men’s emotional needs
- Graph 7: emotional needs, by gender, 2025
- Graph 8: occasions for seeking emotional support, by gender, 2025
- The stages of man: identity formation, inner-outer balance, emotional connection and affirmation of meaning
- Graph 9: men’s perceptions of scarcity, by generation, 2025
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Consumer insights and their implications for brands
- After logic comes feeling: emotion steps into the spotlight
- Consumption shifts from rational to emotional territory: men are now paying for feeling, affirmation
- Graph 10: drivers of purchase decisions, 2025
- Younger men’s spending begins with pragmatism, then steers towards emotional regulation, pursuit of style
- Graph 11: product categories purchased for self-reward, by generation, 2025
- Graph 12: drivers of purchase decisions – intrinsic motivations, by generation, 2025
- Essential needs are evolving into emotional wants as younger men raise the bar on self-reward
- Men seek two kinds of self-reward: immersive enjoyment and instant gratification
- From rewarding stuff to rewarding spaces, younger men create their own personal sanctuaries
- Graph 13: life priorities for Gen Z men, 2023-25
- Younger men seek sophistication in home style aesthetics, seeking to balance form and function
- Graph 14: men’s interior style preferences, by generation, 2024
- Connect with the emotional meaning of home spaces to tap into younger men’s emotional energy field
- Boost playfulness to extend emotional engagement with products
- External expectations continue to shape consumption preferences among Millennial and Gen X men
- Graph 15: drivers of purchase decisions – external motivations, by generation, 2025
- Graph 16: product categories purchased for social needs, by generation, 2025
- External consumption motivators for men: social identity and visibility
- Visibility and social identity through the lens of luxury: Gen Z wants uniqueness while older men favour symbolic value
- Graph 17: men’s definitions of luxury goods, by generation, 2025
- Graph 18: definition of luxury, by gender, 2025
- Tapping in to the glory days: building trust through heritage
- Younger men use style to shape personal identity; by mid-life, men are reinforcing social status through appearance
- Graph 19: purchase interest in luxury accessories among Post-1990s and Post-1980s men, by accessory type, 2024 vs 2025
- Graph 20: purchase interest in luxury accessories among Gen Z men, by accessory type, 2024 vs 2025
- Creating themed social activities to help men expand their social circle and strengthen their sense of belonging
- Blend outdoor and sports activities with party elements to strengthen social interaction
- A dual-track approach: functional expression plus relationship-driven integration
- Shifting consumer journeys, evolving drivers: identity remains the core pursuit
- Beyond strength: roles become less fixed, unlocking the authentic self
- Determination and exploration go hand-in-hand while self-discovery and emotional healing emerge as key latent needs
- Graph 21: psychological states of men, 2025
- From responsibility and ambition to multifaceted expectations around knowledge, enjoyment and style
- Graph 22: men’s current vs ideal self-image attributes, 2025
- Younger men work towards maturity; older men rebalance from within
- Graph 23: gap between ideal and current self-image*, by generation, 2025
- Stereotypes around masculinity are receding: traditional male values are fast losing their grip
- Graph 24: male stereotypes perceived as outdated, 2023 vs 2025
- Men seek to shed the burden of identity, while women strive to break behavioural boundaries
- Graph 25: characters in advertising – caregiving roles, by gender, 2025
- Graph 26: characters in advertising – workplace roles, by gender, 2025
- Career and family are no longer a mandatory pairing for younger men
- Graph 27: male stereotypes perceived as outdated – a man is only successful if he has a successful career, by generation, 2023 vs 2025
- Graph 28: male stereotypes perceived as outdated – a happy family is a necessary label for a good man, by generation, 2023 vs 2025
- Emotion is no longer off-limits – younger men are claiming the right to express themselves
- Graph 29: outdated perceptions of male stereotypes – a man should not show his vulnerable side, by generation, 2023 vs 2025
- Graph 30: male stereotypes perceived as outdated – men should be stable and should not be emotional, by generation, 2023 vs 2025
- Giving form to ideals: maturity doesn’t mean climbing higher, but setting one’s own pace
- Freeing the self: drop the persona, bring the true self to the fore
- No limits to style: sharpness and softness are both in the mix
- Showing love through action: help men reconnect with family life
- Encouraging self-exploration as interest-driven spaces become new freedom zones
- Creating space in life to regain a sense of control amid fast-paced lifestyle pressures
- External stereotypes fade away amid a growing sense of inner identity
- Striking a chord: engaging with emotional context to make brands more inviting
- Shifting brand positioning: from shaping roles to building relationships
- From brand attributes to emotional anchoring: bridging the gap between value perception and relationship building
- Brands expected to serve as emotional anchors for layered consumer resonance
- Graph 31: brand archetypes favoured by men, 2024 vs 2025
- Brands are not just inspirational role models; they are fellow travellers
- Graph 32: change in brand archetypes favoured by men, by generation, 2024 vs 2025
- Expectations of brands go beyond reliability to include emotional meaning
- Graph 33: traits of brands that ‘really understand me’ and ‘represent my social identity’, 2025
- Sources of consumer resonance: mapping the psychological profiles of different male consumer groups
- Graph 34: generational breakdown of male consumer group profiles, 2025
- Graph 35: male consumer group psychological profiles, by % of consumers, 2025
- Self-Definers seek value resonance, Value Navigators want professional endorsements while Experience Seekers need emotional closeness
- Graph 36: traits of brands that ‘really understand me’, by male consumer group profile, 2025
- Self-Definers value quality, Value Navigators want expertise, Experience Seekers pursue style
- Graph 37: traits of brands that ‘represent my social identity’, by male consumer group profile, 2025
- Self-Definers: meet their taste expectations through clear stances, build long-term resonance via role alignment
- Value Navigators: lead with technical detail to highlight value, build trust and position your brand as the expert choice
- Experience Seekers: build meaning through everyday scenarios and unlock brand relationships with the language of style
- Humour and ease are emerging as key traits through which brands connect with men
- Graph 38: ideal vs appreciated male traits – relaxed and self-assured, by male consumer profile, 2025
- Graph 39: ideal vs appreciated male traits – humorous, by male consumer group profile, 2025
- Skit-style humour builds rapport; inventive physical comedy highlights product value
- Ease that unfolds in the everyday; relief that feels grounded and real
- Refresh language, reframe relationships to connect with men and co-construct modern male identities
- What we think
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Appendix – methodology and abbreviations
- Methodology
- Abbreviations
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