UK Marketing to Men market report
Everything you need to make the right decisions
Providing the most comprehensive and up-to-date information and analysis of the Marketing to Men market, and the behaviours, preferences and habits of the consumer.
Mintel has the answers you’re looking for
What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
Key points included
- TV commercials remain important point of connection
- Getting men to “open up” about their mental wellbeing
- A more dynamic representation of older men in advertising
What you need to know
The older male population is set to continue to grow over the coming five years, making it increasingly important that marketers find ways to effectively communicate with this group. While this cohort is undeniably tricky to engage, brands can begin by ensuring they not only include more older men in their campaigns, but by making sure they are accurately representing the lifestyles of older men today.
In contrast to their senior counterparts, younger men prove highly engaged with advertising, giving marketers a powerful platform to engage this group about important issues. As part of their health and wellness CSR efforts, a number of brands have begun to use their campaigns to help lessen the stigma that still surrounds mental illness. But there remain opportunities to engage more directly with younger male audiences, encouraging them to open up about their feelings and showing them where they can get help and support.
Expert analysis from a specialist in the field
Written by Jack Duckett, a leading analyst in the Consumer Lifestyles sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
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.
Senior Consumer Lifestyles Analyst
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
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