DOES YOUR BRAND CONNECT WITH TODAY’S MEN?

The meaning of masculinity continues to evolve with each passing generation.  Men today are re-assessing their personal priorities and rethinking how they measure success. They’re doing more shopping for their households, sharing care-giving responsibilities and growing more comfortable attending to their own emotional and physical needs. More and more, men are putting their own stamp on everyday behaviors.

As men redefine their sense of self, they are increasingly disconnected from and misunderstood by brands that hold them to traditional stereotypes. To be successful in marketing to men today, brand marketers need to know how to effectively and authentically portray contemporary masculinity.

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Helping clients profit from change

Find out how we have helped clients navigate the evolution of today’s man and identify new opportunities for growth.

View case studies below

Questions we have answered

  • How can our brand increase its relevance and resonance with American men?
  • What opportunities have emerged for our category as men have evolved?
  • How is masculinity changing and how will it impact our business?
  • How should we adapt our marketing strategy to include men?
  • What segment of the male population should we focus on?
  • What trends have emerged as the definition of masculinity has broadened?

 


 

Rethinking Men

“The Rethinking Men event pushed my team to think harder and approach innovation and trends with a new perspective.” – Lead Researcher, Market Information and Consumer Insights

The Issue

  • As the values and priorities of today’s modern man evolve with the times, how do we “Rethink Men” and create products, services, positioning and brand messages that are aligned with their emerging and future needs?

The Approach

  • We informed the broader organization of the current and coming shifts to the Modern Men mindset through a full-day event including a live presentation, a panel of consumer experts and a visual 3-D museum installation
  • We engaged smaller, more targeted teams within the organization through a hands-on, immersive “trend safari” in a nearby city with a growing Modern Men population, making the insights come to life in a more enlivening, concrete way
  • We developed several specific workshops to help the brand teams turn the insights about Modern Men into specific, actionable strategies that guided product development and innovation efforts

The Result

  • The “Rethinking Men” trend event was successful in changing the client’s targeting strategy with men impacting innovation, communication and messaging. This resulted in an improvement of the brands relevancy/image and the recruitment of new consumers as demonstrated by a strong and steady growth of the business.
  • “Rethinking Men” received the WPP WPPED Cream Award designation of ‘Highly Recommended’ in the consumer insights category. WPPED Cream Awards recognize the best work produced by WPP companies around the world.

 

Plan for Men’s Evolution

“Very insightful!” Consumer and Market Insights Director

The Issue

  • How can our brand increase its relevance and resonance with American men?

The Approach

  • We performed a horizon scan to identify key forces shaping American Masculinity
  • We explored primary factors which define American men’s values today
  • We developed a perspective on the future of American masculinity and its impact on the personal care category
  • We facilitated a work shop with marketing, innovation, category and brand managers of the men business

The Result

  • The framework is currently being used to inform innovation and marketing strategies for two personal care brands which target American men.

 

Connecting with today’s men

“The presentation was great” Senior Manager, Consumer Insights and Strategy

The Issue

  • How do changes in American men’s attitudes and values impact our business?

The Approach

  • We developed a robust profile of the modern man using our propriety research from the U.S. Yankelovich MONITOR
  • We created a benchmark of brands that are successfully connecting with American Men to established “rules of engagement” and inspire innovation within the client organization

The Result

  • This new understanding of today’s American man has helped the business rethink men as a legitimate consumer of laundry products, to focus on growth opportunities with them, and to reconsider their marketing approach to better connect with men.

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