Future of American Guys - SpikeTV Study

The Future of American Men
Guys’ State of the Union 2008 1

Purpose

The purpose of this study is to help Spike further
solidify its role as the authority on the lives,
behaviors, and habits of American guys.

It builds on the foundation of the 2004 Men’s
State of the Union, which delivered a wide-
ranging overview and understanding of guys’
lives.

Spike engaged Social Technologies to update
the 2004 effort and explore the current “state of
guys” through this…the 2008 Guys’ State of the
Union.


Goal

Social Technologies’ goal was to help Spike gain an
understanding of the most important trends and issues
affecting American guys.

We took a broad view, and we sought to shed light onto
how guys feel about:
• Relationships, gender roles, and family life
• Role models and heroes
• Views on masculinity
• Technology uses and preferences
• Work and the economy
• Politics and general outlook for the future

These topics were investigated via an online quantitative
study and online qualitative mini-surveys developed and
executed by PSB.

Our Process

We followed a three-step process in conducting our research.
Phase 1: Trend Scan and Phase 2: Hypothesis Phase 3: Data Analysis and
Hypothesis Creation Testing / Field Work Fictional Persona Creation

Social Technologies conducted a scan to identify Using these hypotheses as a foundation, Penn, Social Technologies analyzed the survey data,
relevant trends and issues impacting guys’ lives, Schoen, & Berland created and executed an online segmentation, and focus group output.
including a literature review, expert interviews quantitative study and online qualitative mini-
with corporate trend experts and academics, and surveys to track the 2004 data and test the new We then integrated these findings with what we
integrated ideas from existing Spike research. (See hypotheses. A segmentation analysis was also learned in the Phase 1 scan, and we created
Appendix 1) conducted based on the quantitative survey results. segment descriptions and two fictional
composite personas for each segment, to bring
We also drew upon our internal trend knowledge- Social Technologies conducted complementary the segments to life and put a human face on the
base for insights about the state of American guys. field work—focus groups in Philadelphia, survey data.
Atlanta, and Minneapolis—with guys aged 24–39.
This process resulted in 17 hypotheses about guys’
lives, identity, relationships, and concerns.


Analysis and Implications

Segment Introductions and
Fictional Personas


Segment Introductions

Several factors were considered by PSB in its segmentation analysis, including the
presence of role models in guys’ lives, their level of technology adoption, their views
of masculinity (traditional vs. modern), and the importance of friendships.

The segmentation revealed five types of American guys: Segment % of pop.

• Segment 1—The Young Carefrees Young Carefrees 23%

• Segment 2—The Above Average Joes Above Average Joes 29%

• Segment 3—The Good Ol’ Boys Good Ol’ Boys 13%

• Segment 4—The Mac Daddies Mac Daddies 20%

• Segment 5—The Worry Warriors Worry Warriors 15%

Social Technologies used the data output of the segmentation as a foundation for our
segment descriptions and personas in this report.


Segment Comparison

Masculinity & Outlook
Social Technologies plotted the 5 segments
on a matrix to gain a better understanding of
how they differ in regard to their:
Mac Daddies
• View on masculinity–Whether the guys
look at masculinity in a traditional or more
Young progressive sense.
Carefrees
• Outlook—The guys’ general outlook on
their future.

Above The Above Average Joes were the most
Average Joes progressive segment in terms of their views
The Good Ol’Boys on masculinity and their roles in the family,
while the Good Ol’ Boys were the least.

Perhaps not surprisingly, the young, social
guys (Young Carefrees) and the high-
Worry Warriors
powered achievers (Mac Daddies) were the
segments with the most optimistic outlook on
their future.


Segment 1—Introduction

Meet the Young Carefrees
These guys, living out their post-college and early years in the
workforce, in many ways have yet to hit their stride. They’re just
starting out in careers or still pursuing degrees, and their incomes
reflect this—38% earn less than $35,000. This segment represents
about 23% of guys.

Carefrees are less successful than they thought they’d be at this
point in their lives, but they aren’t down about it. They are new to the
“real world,” exploring their independence, and generally optimistic
about their prospects as guys.
These guys are digital natives—they’ve grown up around things like
Almost seven in ten of these guys are single, and they are the PlayStation, Facebook, and iPhones. For them, technology is such a
segment least likely to have kids. About half live in the suburbs, with constant theme in everyday life, they’ll often take it for granted.
the rest split between urban and rural areas.
While two-thirds of these guys feel the country is on the wrong track,
More than any other segment, their friendships define who these they are not very politically engaged. Only about a quarter are
guys are. An overwhelming 77% say spending time with friends is following the presidential election closely.
their favorite way to relax, and 88% make time for their friends
regardless of how many other commitments they have. Even though these guys are currently focused on friends and fun,
they’re not without direction in life—66% have clear role models that
While not gadget junkies, Carefrees are more likely than the average help guide them, compared to 52% across all segments. They are
guy to say that they surf the Internet or play videogames to relax. the second most likely segment to agree that the best days for men
When it comes to brands and purchases, they tend to pick products are still to come.
that are popular among their friends.


Segment 1—Detail

How to Spot Young Carefrees Where They’re Going
in a Crowd Over the next five years…
At school or at work—One-third (33%) are students, while about half
• Carefrees will take important steps toward defining themselves in new
have either service (21%) or professional (27%) jobs.
ways. They’ll get their first “real jobs,” rent a place with friends… maybe
even meet someone they could actually see themselves marrying. Scary.
Out with friends—Most of these guys (64%) are in their comfort zone
when they’re out with friends. This distinguishes them from all other
• Friends will remain important., though they may start to shed some of the
segments, who report being more comfortable at home than out with
people on the fringes of their social circle. They will soften ties to their
friends.
parents, and increasingly define themselves through their own choices.
Exploring relationship dynamics—When it comes to their relationships,
• They’ll navigate quarterlife by asking a lot of questions and trying new
they’re still exploring the terrain. They agree that guys should be equal
things on their quest to figure out what they want from life.
partners (69%), but are also more likely than any other segment to
strongly or somewhat agree that the man should be the dominant partner
in the relationship (67%).
In their own words
Confiding in a friend—Three-quarters (75%) of these guys are most Quotes from the fieldwork representative of Segment 1:
comfortable discussing personal problems with friends, the highest of any
segment. Only 15% are most comfortable discussing their problems with • I grew up in a dysfunctional family, so my friends are my family.
their significant other. • I’d like to be optimistic about the future, but it’s hard to be optimistic in
America today. I am optimistic about my life though.
Rolling with changes—Finances do stress them out, but they are • The future is what I make of it, not something that just happens to me.
actually the segment least likely to worry about losing their jobs. Only 23% • I try not to give one minute of my life to my work after I leave… I try to
of the Carefrees are very or somewhat worried, compared to about 30– keep it completely separate.
35% for the other segments. • I plan on graduating college, starting a career (instead of just a job), and
hopefully I’ll stay single long enough to enjoy life.
• I’m still trying to find myself a bit, because sometimes I don’t think I have
the whole picture yet.


Segment 1—Persona 1

Hyun “Eddie” Cho Eddie has always loved music. Probably a little more than his parents liked, but they let him
Age: 24 pursue it just as long as he majored in something “practical.” His dad just felt that he had
worked too hard to see the first in their family to go to college fritter away the opportunity by
Ethnicity: Korean-American
studying music.
Education: BA Economics,
pursuing MBA But Eddie has found a way to make it work. In some ways he leads a double life—one as a
Job: Grad student, part-time DJ student and one at the club. But he moves easily between the two, and he has friends from
Salary: $19,000 both parts of his life, even if they rarely mix.
Relationships: Single All he knows is that he feels sorry for those strivers in his MBA program whom he and his
Lives in: San Francisco, CA friends like to make fun of. He just knows they’re going to end up trading away their sanity
for six figures and a BlackBerry. How unoriginal.

Goals Role Models Social Circle My Stress
• To keep his grades up this • His dad is a constant reminder that • Eddie in constant motion, splitting • His parents only want to talk about
semester, while working to perfect anything is possible and that Eddie time between being out with friends school, and what company he
his set for a UK club tour. should follow his dreams (even if his and studying on campus. wants to work for after the MBA.
• To find a way to mix what he dad doesn’t share his passion.) • Much of his socializing is online • His day-to-day lack of money
needs to do (make money) with • Moby was his first inspiration as a and international… DJs, producers, stresses him out a bit, but he’s
what he loves to do (his music). DJ, and he looks to Moby’s career and like-minded music lovers. confident it will all work out.
as a blueprint for success.

My Fun Tech Brands Masculinity
• Two phones—Keeps his two lives
• Meeting girls at the club, drinking. • Apple iPhone—He’s still saving for • Eddie thinks you don’t have to do
separate and under control.
• The Onion, Step Up 2 the Streets. this… maybe a graduation gift? what other guys do to be masculine
• MacBook Pro—A present from his
• DJ’ing, letting the music be his • Google—Represents a subtle mix today. He just wants to do what
parents… his portable sound lab.
voice. of practical and artistic, business makes him happy and do it well. By
• MySpace—Where he promotes
• Volunteering at a community radio and pleasure, success without doing this, he knows he’ll come off
himself and his music and
station—connecting kids & music. sacrificing passion. confident and masculine.
connects with people globally.



Andy never really thought hard about what he’d do with a degree in biology while he was at
Andy Troutman
UW…and that was fine. He was having too much fun living in Seattle, and his post-college
Age: 28 years were no different. He cycled through 4 jobs, 2 cities, and 3 years on-and-off with his
Ethnicity: Caucasian college girlfriend before ending up back home in Denver, single and unemployed.
Education: BS Biology
Job: High school teacher His mom was starting to worry a bit, and on a whim suggested he look into substitute teaching.
She was subsidizing (fully) his rent at the time, so he reluctantly agreed.
Salary: $40,000
Relationships: Dating Now four years into teaching, Andy couldn’t imagine doing anything else. Sometimes he’s a
Lives in: Denver, CO little envious of his friends who make more money or who have lots of guys to hang with at
their jobs, but all in all, being a teacher fits him. He’s doing something he can be proud of, and
it lets him flex both his brainpower and his social skills, which is more than some of his friends
can say about their current jobs.

• To make a difference in the lives of • Andy’s mom is his role model. She • He loves his co-teachers, but • While he says he’s single, Andy
his students. was his biggest supporter and wishes there were more guys on has been hanging out with Sara,
• To figure out how to have a career accompanied him to all school and the staff. whom he met last summer while
in education but make more cash. team functions as a kid. She also • In the summers he works at Red working the Jack Johnson concert.
(The girl he’s been seeing makes pointed him toward his teaching Rocks taking tickets. He’s met a lot • He worries that she wants to take
more than he does, and he’s not career, and that wins her serious of friends through this job, and the relationship to the “next level.”
sure how he feels about this.) points in his book. parties with them all summer.

• Andy sees his friends for dinner out • Facebook and Skype let him keep • Andy sees Patagonia as an honest • Right now, being a guy means
or at the gym every night. up with friends from college and brand, it speaks to his athletic side. keeping the party alive for as long
• Thursdays, out for a few beers. from the different cities he lived in. • Andy likes that his job allows him to as possible. Some of his friends
• Watching Wedding Crashers, Old • He’s spending more of his dress casually, but he cares about are starting to settle down with their
School, Star Wars, LOTR. downtime in Second Life and wants how he looks. His casual style is girlfriends, but he’s still fighting it.
• Saving for a trip to Thailand next to upgrade his home computer. sharp, not sloppy… He shops
summer with a couple friends. mainly at J.Crew.


Persona Roadmap

The Road Ahead for Eddie
Eddie has been actively pursuing parallel paths for awhile now…
and actually making solid progress in both areas. He’s nearly
finished with his MBA, and is building his name as a DJ at the same
time. The next phase in his quest will be to create harmony by
integrating these two disparate parts of his life.
• Milestone—He still needs to tell his dad that he’s not going to
work at one of the big consulting firms, and instead wants to put
his MBA to work on the business side of music, film, and art.
• Motivation—His dad doesn’t know it, but the work ethic he
displayed in his daily life is a huge motivator for Eddie. He won’t
let his dad down, but Eddie just has to do things in his own way.

The Road Ahead for Andy
Andy’s pretty happy with the way things are, and isn’t exactly ready
for the post-college fun to end. Right now his quest is about
exploring his independence as a guy with a decent job and a little
money in his pocket. He’s sure he’ll answer some of life’s bigger
questions, he’s just not sure that now’s the right time.
• Milestone—Cycling through jobs and then finding out that he
loved teaching was a real milestone for him. Now he’s settled into
a groove and is focused on travel, good times with his buddies,
and living the stories he’ll someday tell his son about.
• Motivation—Andy has never been very motivated. His mom had
to prod him to get the teaching job… Dramatic change in his life
will come from external forces.


Meet the Above Average Joes
The Above Average Joes are more likely than any other segment to be
married, and many have children. They represent about 29% of
American guys.

They’re thriving in their roles as modern husbands and fathers, and
they work hard to create a positive work / life balance. The Joes are
actually the least likely of all guys to bring work home or say that work
interferes with their ability to spend time with their families.
The Joes lean on their wives to get over life’s speed bumps. They tend
They have adopted the most progressive view of masculinity of all the
to discuss things with their spouses, not their friends. Even though
segments. These guys are the most likely to agree that a man should
they’re often sharing the load with their wives, financial security is the
be able to express his true feelings and feel it is ok to cry. Fully 99%
issue that causes Above Average Joes the most stress.
agree that a man should be an equal partner in a relationship.
They are middle of the road in their view on role models, with 57%
Their progressive outlook extends to finances too, and they’ve
saying they have clear role models and 43% saying they don’t. Like all
embraced the reality that having two sources of income is an attractive
other guys, they wish they had role models to help guide their career.
option. They are the segment least likely to feel that a man should be
the primary breadwinner for the family, with just 15% expressing this
They are engaged in the upcoming election, perhaps due to their
view.
concern about their kids’ future. They are the most likely of all segments
to be absolutely certain they will vote (68%).
These guys are not dandies. Barely a third are concerned about
fashion. In general, their purchases tend to favor familiar brands rather
These guys are comfortably settling into midlife, and are thriving in their
than ones with flashy advertising.
roles as fathers and husbands—they are the new normal.


Segment 2—Detail

How to Spot the Joes in a Crowd Where They’re Going
With their families—Nearly six in ten (58%) are married or living with Over the next five years…
their partners, the highest share of all segments.
• These guys will remain family-focused. They will face a new stage of
Struggling to find time for friends—In many ways, the Joes have parenting with more family travel, teenage kids, saving for college, etc.
replaced friends with family. They are the segment least likely to say
they make time for their friends regardless of their other commitments • Solidly in middle career, many Joes will see their career trajectory plateau.
(64% compared to 75% on average for all guys). Still, these will be the prime earning years for many in this segment.

At home with kids—Twenty-three percent of these guys are stay-at- • Most will struggle to find time for themselves. The oldest of these guys may
home dads, more than any other segment. Some 84% say they are begin to gain some time as their kids gain independence / leave for college.
most comfortable being themselves at home, the highest of all
segments, by far. In their own words
Quotes from the fieldwork representative of Segment 2:
Using tech selectively—Joes are the least likely to own the newest
tech devices like HDTV sets, BlackBerries, game consoles, and MP3
• At the touch of a button my wife and kid can get in touch with me with
players. They generally like to wait until others try things before they
“push to talk.” And I like knowing that I have a purpose in life and
jump in. They use tech mainly to stay connected to their families and be
knowing that if I’m needed, I’m right there. It helps me to be really
available to them anytime, anywhere.
present and accountable.
• Men today are more a partner than a provider in the relationship.
By their homogeneity—The Joes are the whitest segment (72%).
• I didn’t know stress until I had a kid.
They are the most homogeneous of all segments.
• You gotta be like a Swiss Army knife these days…. You gotta be able
to adapt to different things… and assume 15 different roles.
Voting middle of the road—They are slightly more likely to vote than
• You know… breaking $100k a year is beautiful, but having awesome
the average guy, but their politics are middle of the road. A majority
friends and an awesome family, or just staying married… that’s
would pick Obama over McCain and McCain over Clinton.
success, too.
• Now that I have a family, I realize that family and health are most
important. I know who to take care of, and that defines me.



Joseph wondered sometimes what his dad thought of him. In many ways, they’d followed the
same path. Both excelled in track & field, enlisted after school, and served at sea. But that’s
Joseph Whitman where the similarities end. Joseph quickly married after the Navy, and was a stay-at-home dad
Age: 33 for two years while he readjusted to civilian life. His dad never seemed to understand why his
Ethnicity: African-American son would want to “play Mr. Mom” while his wife supported him.
Education: Some college
After Joseph returned to the workforce, things got rougher at home. Tiffany was bent on having
Job: Insurance sales her job take precedence over their daughter, even though Joseph now made a decent living…
Salary: $45,000 That was something he had never expected from her. He felt she could be more present in their
Relationships: Divorced, has 8- daughter’s life, but Tiffany’s refusal to dial back on her job ended their marriage.
year-old daughter, Sophia
Now, as a single parent, Joseph’s realizing more and more how hard this balancing act is. He’s
Lives in: Anaheim, CA
seen a therapist on and off since the divorce. The sessions help him stay focused on the most
important thing in his life—his daughter.

• Be the best dad he can for his • An old Navy buddy of his dad’s, • Joseph is hanging out more with • Money… he’s a single parent.
daughter… selfless, caring, there who gave him career advice and other parents from his daughter’s • His daughter’s safety. His promotion
when she needs him. helped him transition to civilian life. soccer team. Friends at church. has allowed them to move to a safer
• Stay focused at work and prove he • His pastor, who leads by example • He keeps up with his Navy buddies neighborhood with better schools.
is worthy of his recent promotion. and inspires Joseph to be the best via email, mainly the ones who’ve • Concern for US troops overseas and
• Keep his sense of humor about he can be. settled down a bit and are trying to his friends still in the Navy.
life’s ups and downs. make something of themselves.

• After Sophia goes to bed he • Desktop computer, bought for • He looks for brands he knows. He • Joseph used to associate being a
watches movies—Bourne Identity, Sophia but he’s using it for drives a Ford, owns a Gateway, man with being strong and athletic.
Fight Club, Pursuit of Happyness. videogames and emailing friends. shops The Gap, and eats Subway. • Now, being a man means being the
• Hoping to get out to Vegas for • He’s filled out a Match.com profile Nothing fancy or edgy for him. best father he can be. To nurture,
some fun, maybe a little golf. He’s but hasn’t made it public yet. • Brands that helps him connect with care, protect, and provide for
feeling the need to cut loose with • He’s thinking about buying Sophia Sophia, e.g., Build-A-Bear earned Sophia. He’s still strong, he just
his buds if only for a weekend. a mobile phone. him big points with her. shows it differently.



Billy Webster When Billy left Pittsburgh he never looked back. That was 20 years ago… and he hasn’t talked to
Age: 39 his dad since. But he can’t complain about how things turned out.
Ethnicity: White
He met Jennifer when he was 21, and married her 6 months later. He worked construction while
Education: High school, she went to school, and after she got her job teaching, he was able to work a little less and get
vocational training some training and his license. Pretty soon the kids started coming… first Jack (15), then Cynthia
Job: Contractor (12). Five years ago, when his wife told him that they were going to have another… well, he just
Salary: $75,000 laughed. Guess you can say Sharon (age 5) was a surprise. But, as Billy says, “life is good.”
Relationships: Married, 3 kids
Sure, he’ll be working a bit longer now to get Sharon through college, but maybe he’ll be able to do
Lives In: Greensboro, NC more jobs down on the Carolina coast by then. Either way, he and Jennifer will still be a team,
they’ll have bought a house at Nags Head, NC, and he’ll be living the life he loves.

• In the near term, weathering the • His wife helped him learn to relate • He and Jennifer have a standing • Money for retirement, healthcare
housing crunch, lining up new jobs. to his kids, something he never had date for coffee on Saturday costs… tough being self-employed.
• Long term, to see his kids go to with his own dad. mornings before the kids wake up. • Balancing work and family: should
college, maybe grad school. To • While she’s not a role model per • Billy’s oldest son is his best friend. he work more weekends and boost
know that he did better than his old se, he really respects Jennifer and • When Sharon gets older, he may college savings, or spend time with
man, and that his kids will do better listens to her advice. rejoin the Rod & Gun club—but his kids now while they’re at home?
than he did. right now he’s a family man. • Immigration… he needs laborers.

• Just being at home, away from the • Billy can’t live without his mobile • Authentic brands that don’t change • Being a man to Billy is all about
stress of clients, traffic, his staff. phone for work. His kids got him a all that much. Marlboro, Carhartt, keeping the family on stable
• Steelers’ fantasy football online. new one so he could check sports John Deere, the Steelers. financial ground, and making sure
• Golf in Myrtle Beach one weekend scores. He’ll figure it out someday. • While he used to drive a Chevy, he his kids have more opportunities
per year with a couple of buds. • Digital camera… he’s become the appreciates Toyota’s attention to than he did.
• His morning coffee and cigarette. unofficial photographer for Jack’s craftsmanship and innovative spirit. • It’s also about being there
(He’s down to five smokes a day.) lacrosse team. Now he drives a Toyota Tundra. emotionally for his kids.


Persona Roadmap

The Road Ahead for Joseph
Joseph never thought he’d end up divorced and trying to fill in for a
mom who wasn’t there. His quest is about regrouping, moving on,
and redefining success post-divorce. When he’s ready he’d like to
meet someone.
• Milestone—The birth of his daughter changed his outlook
forever. He finally felt like he had a real purpose and it radically
changed how he viewed work / life balance.
• Motivation—Sophia is his motivation for everything… and he
hopes to someday find a woman he can love and whom Sophia
can call mom.

The Road Ahead for Billy
Billy’s quest is about fixing a regret he’d always had. He never
had confidence in high school, and basically never tested
himself. For the last year, though, he’s been taking classes
online at a local community college. He is facing what he felt was
a gap in his personal achievements, and actually learning that
the real world taught him a lot.
• Milestone—Passing his first class told him he could do it….
He’s never looked back. He hopes to get his degree in three
years, the same time his son will graduate from high school.
• Motivation—Pride, internal drive to do something for himself
in addition to what he already does for his family every day.



Meet the Good Ol’ Boys
The Good Ol’ Boys are mostly single guys—though more than a third
have kids. They are the most likely to maintain traditional values,
which define their relationships with their partners and their kids—as
well as their masculinity, which is rugged, stoic, and pragmatic.
These same traditional values shape their approach to leisure—they
are the least likely segment to say that cooking or shopping is a
favorite way to relax. The Good Ol’ Boys make up about 13% of
guys.

In keeping with their pragmatism, they’ve accepted dual-income
households as normal—but prefer that their wives not earn Where humor is concerned, they have a stereotypically male view—
significantly more than they do. Like most guys, the Good Ol’ Boys bring on the violence, swearing, and sex! Their appetite for extreme
see financial security as their biggest cause of stress. Interestingly, content is far beyond that of the guys in other segments.
though, they worry much less about money than the other segments
even though they have lower incomes. Perhaps they’ve seen hard Their friends provide a comfort zone—they are more likely to confide
times before, or are distanced somewhat from the working world by in friends than their spouses, and these guys are more comfortable
their continuing education (almost one-third are students). than a lot of guys when they’re out with friends.

In many areas of life—from achieving financial success to making They have lost faith in politics, and they are the most likely to agree
time for their families—the Good Ol’ Boys are likely to feel it’s easier strongly that guys are being overlooked in the election, yet they are
today than it used to be. the least likely to vote.

These guys are much less likely than your average guy to own big- All in all, they’ve adapted just enough to get by, and even though
ticket or high-powered tech products. But, while they may not be times may be a bit rough for them, they think they’ll do just fine. Just
techies, this doesn’t mean they’re not comfortable online: they’re just as they’d never spill their guts or cry in front of you, the Good Ol’
as likely to sit back and spin yarns on the Web as they are in a bar. Boys will never tell you times are hard.


Segment 3—Detail

How to Spot the Good Ol’ Boys Where They’re Going
in a Crowd Over the next five years…
Looking for a bargain—With some of the highest concentrations of
students (32%) and unemployed guys (15%), they’re far from being the • Many of these guys will search for someone to settle down with… but
wealthiest group: 42% earn less than $35K a year. with their old-school views about relationship roles, they may find this
tougher than other segments.
When life gives you lemons—While they may not particularly like
where they are right now—only 12% approve of their current boss and • Finding a stable job will become increasingly important as the financial
more than one-third (35%) are worried about losing their job in the next pressures of adulthood start to mount. They’ll be watching closely for
year—they are just as likely as the next guy to say they’re somewhat or the signs of both a prolonged recession… and a recovery.
very happy with their current life (82%).
• Marriage and kids will be a milestone for many of these guys in the next
No role models required—These guys have a DIY approach to life: five years, raising the question of whether fatherhood will soften their
only 34% have role models. 42% figure things out as they go along. attitudes or if their hardened veneer will remain intact.

In their own words
Old-school manly men—Traditional values shape many aspects of
their lives. Only 14% think relationships should be equal partnerships. Quotes from the fieldwork representative of Segment 3:
Almost none—4%—think it’s ok for guys to cry. And they are not too
keen on women in power—only 17% would support Hillary for • I still have the stoic exterior of “daddy’s little soldier,” because that’s how I
president. was raised.
• I live my life one day at a time.
Not at the polls—Less than half (49%) are certain to vote in 2008 and • No matter how bad things seem, they are a lot better than they were
these guys are the most likely of all segments to self-identify as before.
independents (37%, compared to an all-guy average of 25%). • I’m optimistic about the future—it beats being depressed.
• I personally don’t believe in plastic surgery. I go to the gym and if I want
That’s #&@$’ing funny—These guys are the least likely, by far, of all to make changes I’m going to work for them.
guys to say there’s too much swearing (43%) or violence (39%) on TV. • I admit it. I’m not much for hero worship. I like figuring it out as I go along
rather than molding myself in another’s image.



CJ grew up in a single-parent household—his dad left when he was young, and he was raised
Chris “CJ” James entirely by his mom. While times were often tough, they were able to get through, with CJ
Age: 26 taking odd jobs throughout high school to help his mom make ends meet.
Ethnicity: African-American
Joining the Army was the best decision he ever made. It really helped CJ get a handle on life—
Education: Some college and strengthened his belief that real men are tough, adaptable, and stoic.
Job: Part-time mechanic
Salary: $23,000 Currently he’s out of the Army and going back to school part-time, studying business so he can
Relationships: Lives with his maybe open his own auto shop. He’s paying the bills working at Jiffy Lube.
mom. Single.
When he’s not at work or in class, you can most likely find CJ hanging out with his friends,
Lives in: Joliet, IL usually at their houses since he lives with his mom. Mostly they play videogames—there’s
nothing like sitting around drinking and trash-talking with friends.

• Finish his college degree. • Doesn’t have any role models— • He’s at school to learn, not to • CJ’s ok with his job at Jiffy Lube, but
• Open his own auto-shop; rebuild an though he deeply respects his mom socialize. He mostly hangs with his he can’t stand his corporate boss.
old Chevy Chevelle. for raising him on her own. former Army buddies and a couple The guy doesn’t even work on cars.
• Eventually, have enough money to • The Army taught CJ that he could of guys from the neighborhood. • Money is tight… but it’s always been.
care for himself, a wife and kid, and overcome any obstacle when he put • He’s very close to his mom—in part • His relationship with his deadbeat
of course his mom. his mind to it. He’s his own man. because he still lives with her. dad is a huge sore spot.

• He enjoys working out—usually lifting • Jason doesn’t own many gadgets… • Strong attachment to US Army as a • “Boys don’t cry”.
weights or boxing. that said, he does have: brand… again, best decision he’s • Thinks guys should always roll with
• Movies: Remember the Titans, - A basic Dell laptop for school made. the punches and make the best out
Training Day. - MOTOKRZR from Boost Mobile • Dickies work clothes are a brand he of any situation—never showing
• Xbox: Company of Heroes, Madden - Xbox and cable TV believes in. He wears them to work doubt or weakness in public (or to
NFL, Grand Theft Auto, DOA. all the time. family).
• Someday car…a BMW M3 coupe.



Jason Sekowski Jason’s parents died when he was still in grade school, and he ended up living with his
Age: 30 grandparents in Alabama—though he didn’t feel like he fit in at home or at school.
Ethnicity: Caucasian
One of the few people he admired growing up was a store manager at one of his first part-time
Education: BS, Engineering jobs. While he doesn’t quite regard the guy as a role model, Jason credits him with informing him
Job: Engineer about the value of education and inspiring him to go to college and earn his degree in automotive
Salary: $50,000 engineering.
Relationships: Lives alone.
These days, Jason is doggedly working on finding a new job. He hears that the Toyota plant
Single
where he works is announcing layoffs in 3 months. They’ve already cut overtime and part-time
Lives in: Huntsville, AL workers. When he’s not working on his resume or trying to line up interviews, he’ll often retreat to
his garage and work on his model cars or sometimes call up a good old friend from NC.

• Find a new job. • Admired the manager at the local • Occasionally hangs with guys from • He’s not at all happy about the
• Get career retraining—anything to grocery store where he worked as the plant, but spends most of his prospect of losing his job.
avoid being unemployed or, worse, a teenager. time on his own these days. • He accepts that retraining may be
a burger-flipper. • Wishes he had some successful • He keeps in close contact with his the way to go, but it really eats at
• Find a secure job that might allow friends who could show him how to best friend from childhood back in him that his loyalty to Toyota might
him to settle down and raise a improve his career. North Carolina. end up rewarded with a layoff.
family.

• He likes crafting miniature model • Money’s kind of tight, but Jason is • He has a strong affinity for what he • “No guy is truly a guy who’s not
cars, takes pride in making hoping to get a flat-screen TV or a thinks are “quality brands,” with trying to support himself.”
something with his hands. GPS unit when things get better. good engineering and a reputation • Thinks a guy has to be willing to roll
• Fishing is another favorite pastime, • He uses a company PDA at work, for durability. up his sleeves and get his hands
helps him get away. which is useful but not a big part of • Examples include Toyota and dirty to get what he wants.
• Movies & TV: Rudy, Team America: his life. Samsung… though he’s not too
World Police, South Park. keen on Toyota these days.


Persona Roadmap

The Road Ahead for CJ
CJ has made good progress on his journey, but still has a ways to
go. The Army was good to him, but also made him realize that he
wanted more control over his life—to be his own boss.
• Milestone—Getting that first college acceptance letter really
brought it home for CJ… made him feel like his goals were
achievable. Now he’s focused on graduation and scouting for
spots to set up his auto shop.
• Motivation—CJ’s motivation is internal and external: he wants
the personal autonomy of having his own business, as well as
the ability to provide for his mom.

The Road Ahead for Jason
Jason is in the early stages of what could be a long journey. He
thought a job in the US auto industry would be solid, but now he’s
questioning his entire career path and even considering retraining.
Working outside the auto industry is not something he ever
considered before.
• Milestone—When he heard his plant was probably going lay some
people off that was a milestone… one he’d rather forget. He sent
out 50 resumes that day. Now the milestone on his mind is having
one interview per week.
• Motivation—Jason’s motivation is internal: getting a job and being
self-sufficient is a vital part of his self-identity and manhood.



Meet the Mac Daddies
The Mac Daddies are modern guys, comfortable with non-traditional “guy”
behaviors: they enjoy shopping, care about their looks, and carry few
gender stereotypes. However, they haven’t abandoned traditional models
completely. They have some of the longest working hours and highest
incomes, and great passion for both sports and technology. These guys
are in-shape, high-powered achievers.

About 46% are single, but most are attached—either living with a partner
or married. Four in ten have kids. This segment accounts for about 20%
of guys.
In keeping with their elite, hip image, these guys place a premium on
brands that are not just exclusive, but also have a sense of
An intense group, the Mac Daddies lead busy lives, juggling work, home,
originality, authenticity, and style—because clearly, you can’t be
and hobbies and activities… but they wouldn’t have it any other way.
successful and dress like middle management.
Whether paying attention to the election, staying in shape, making time
for their kids, buying the latest tech gadgets, or working on home-
Politically they lean to the left, and are the only segment that would
improvement projects—they do it all. Even with their hectic lives, they still
choose Hillary in a contest against McCain, though overall they’d
keep in touch with friends. A third of these guys say they make time for
prefer Obama.
friend regardless of how many other commitments they have, second
only to the Young Carefrees.
Some of their progressive attitudes come out in their home life as
well. They are more likely than any other segment to say they’d be a
Successful and confident, they are as comfortable on the sports field as
stay-at-home dad.
in the shopping mall. They feel life is easier now than it was for their
parents—financially as well as in relationships. And they are the most
These guys have clear role models on the road to success. Nearly 8
likely to see themselves as more successful than they had anticipated.
in 10 of them feel they have clear role models to guide them. From
One of the ways they display success is through their tech gadgets.
their vantage point, stress is only a minor problem and the best days
Technology also keeps them social, giving them an outlet to escape the
for men are still to come.
pressures of daily life and stay connected with friends.

Segment 4—Detail

How to Spot the Mac Daddies in Where They’re Going
a Crowd Over the next five years…

High-rollers—These guys are the most likely of all segments to have • More of the Mac Daddies will settle into committed relationships, and
professional jobs (43%), and this is reflected in their income levels: many will start families. They’ll be just as confident and driven in these
54% earn more than $60K a year. 20% earn more than $150K. new roles as in their current ones.

Mixed on relationships—While many are not ready to settle down • They’ll keep powering ahead at work, perhaps putting even more time in
(46% are single), a majority are either married or living with a partner, as the truly big bucks come into view. Burnout may become an issue.
and 41% have kids.
• Many will wonder how they suddenly ended up married and middle-
Hard workers—These guys lead intense, busy lives: 26% work at least aged. They’ll want ways to maintain elements of their bachelor days
50 hours per week (more than 10% work at least 60 hours per week). even as they juggle new responsibilities.

Work hard, play hard—Busy is good. While 60% feel they spend too
much time working—significantly more than any other segment—63% In their own words
say they spend enough time with their kids, 85% say they can always
make time for friends, and 52% (almost double the norm) say they’re Quotes from the fieldwork representative of Segment 4:
very happy with their life.
• You can make your life what you want it to be.
Tech: can’t live without it—The Mac Daddies are attached to tech: • Guys in the past had to try to be real macho and put on a veil, but really
90% feel their tech products say a lot about who they are, and 79% you gotta be who you are. You can’t really worry about what the
forward online video content to their friends. They also rely heavily on stereotypes are or anything like that.
technology for life balance; 60% think technology helps reduce their • In my situation, I feel like anything is possible.
stress. • Friends come and go, but it is the big three—yourself, your family, and
your career—that must always be cared for in order to maintain a healthy
A man’s liberal—These guys are proud examples (78% think men lifestyle.
should be role models) of the progressive movement (they’d pick • The future holds so many opportunities and the options are endless.
Obama over McCain by a whopping 64% to 36%). • I admire people who are trying to change things for the better rather than
just responding to fear-mongering pseudo-patriotism.



Jaime Benitez Jaime’s dad came to the US—illegally—to have a shot at a good life, something he could build
Age: 40 a family around. Through decades of hard work, he succeeded…He raised Jaime and his
brother, put them through college, and gave his wife a good life. Jaime is very proud of his
Ethnicity: Hispanic dad’s accomplishments—though the stigma of his father’s legal status hurt him deeply as a
Education: BS, JD kid.
Job: Lawyer
Driven by a need to succeed and be accepted, Jaime took school very seriously—graduating
Salary: $370,000
early from college, then going straight into Yale’s law school, so he could start earning some
Relationships: Married, two serious money.
kids.
Lives in: Houston, TX Though everyone thinks his hours are brutal (he’ll admit they’re excessive), Jaime still finds
time to play fútbol (you won’t hear him say “soccer”) with his pals, hang out with his extended
family, and spend time with his own kids. He’s also nurturing a serious interest in politics.

• Become a partner in his firm by his • Hands down, Jaime’s dad is the • Jaime has loads of friends, from • It makes him furious to see Latinos
45th birthday. guy he respects most in the world. work and school—he needs his profiled and used as scapegoats—
• Become more involved in local He came to the US with nothing iPhone to keep track of them all. it’s racial discrimination.
Democratic politics—maybe run for and managed to raise a family and • He and his brother hang out all the • Whether at home or the office, he
mayor? send his kids to college. He’s lived time—they practically finish each feels like he’s always at work.
• Help more of his cousins get green the American dream. other’s sentences. • He worries about whether his kids
cards. take their good life for granted.

• Cooking ethnic food (and downing • Jaime likes tech… he strives to • Being Latino is a core part of his • Never turn away from a fight.
a couple beers with friends). own the newest items. As he says, identity—and it is the brand he • It’s also about providing a good
• Season box seats for his family at “dress (and own the phone) for the values most. example (and impressing others)—
the Houston Dynamos’ games. job you want, not the job you have.” • Jaime recently bought a bright red staying in shape, excelling at your
• Movies and TV: Grindhouse, • He loves his massive, HD-quality Mercedes-SL. He likes to zoom- job, ready to take on anything.
Desperado, 24, Daily Show. projection screen. zoom.



Tim’s dad started a small software company in the 1980s, which made him a small
Tim Larkson fortune. It also kept him away from home. Growing up, Tim became interested in
Age: 28 computers because talking tech was one of the few ways to grab a few minutes of his
Ethnicity: Caucasian dad’s attention.
Education: BS, MS Systems Having graduated from college with high honors, Tim found that while he’d given up on
Management getting his dad to be more involved, he was still interested in computers, which eventually
Job: Network admin led him to a mid-sized social networking startup.
Salary: $95,000
Though he works long hours, Tim makes a point of being there for his friends and,
Relationships: Lives with long-
especially, his girlfriend. She’s always been there for him, for years now—and he’s sworn
term girlfriend, who is pregnant. he’ll be the attentive partner she deserves (he’s saving up for a massive engagement
Lives in: Palo Alto, CA ring). Don’t get him started on his plans for fatherhood….

• Marry his girlfriend. • Tim is inspired by his boss’ • His social life revolves around his • Long hours… even though they’re a
• Get a new house in a kid-friendly success—the guy is a machine and girlfriend, and he’s already source of pride, he still wishes he could
neighborhood. could retire at 45. imagining teaching his son to play cut back a bit.
• Spend more time looking for new • He likes Obama and how he really baseball. • Aging worries him. At 28, he’s looking at
investment opportunities for his took charge of his life and made • They remain close friends with a 30 and worrying about even marginal
retirement funds. things happen. few couples they knew in college. declines in his physique.

• Playing soccer, fooling around with • If it’s new and it’s hip, Tim likely • He likes things that send cues to • It’s about confidence, drive,
his E*Trade account. already owns it. the world about his success, e.g., success—but also about keeping
• Keeping up with friends on • Owns a iPhone (hacked, of course), his Maui Jim sunglasses, his your balance. You can’t forget
Facebook and playing Scrabulous. and a BlackBerry. shoes, his Lexus. what’s really important, like your
• Movies: Sicko, Eternal Sunshine of • Just bought a Lexus hybrid. • He’s also increasingly drawn to kids or the environment.
the Spotless Mind. green brands, like Whole Foods.


Persona Roadmap

The Road Ahead for Jaime
Jaime is beginning a new stage in his journey. He’s well
established at his firm, his kids are doing well, and his family’s set
for life—now he’s looking for new challenges and responsibilities,
like becoming a partner in his firm…or maybe even running for
elected office. He likes the idea of giving back to his community.
• Milestone—The money and the cars are pretty nice…but what
really affected Jaime was being able to use his legal skills to
jumpstart a cousin’s green card application.
• Motivation—Jaime is driven both by the hopes of his family and
friends and by his own desire to be a role model for other
Latinos trying to live the American dream.

The Road Ahead for Tim
Tim is almost done with this quest—only about 4 months and 2
weeks left, to be precise. Though Tim was initially just looking
forward to being a husband, Julie’s pregnancy has gotten him
thinking about life in entirely new ways… he’d never really thought
about himself as a dad.
• Milestone—The day Julie told him they were going to have a
baby changed everything. He always knew he’d marry Julie, but
the pregnancy put the fire to his feet. Now the next real
milestone will be the birth of his son.
• Motivation—Tim has a lot of internal motivation: he wants to be
the dad that he always wanted but never had. He also wants to
be a good partner and live up to his wife’s expectations.


Meet the Worry Warriors
The Worry Warriors are guys who have been in the workforce for a
decade or more. As time has gone by, many have become
disillusioned with the system. Only 29% are more successful than
they thought they’d be at this stage in life, the lowest of all segments.
They make up about 15% of all guys.

Overall, life is hard on these guys—or so they think. Even though the
Worry Warriors are generally well-off and well-educated, they feel
that life today is harder than it was for their dads—whether in terms
of achieving financial success, finding role models, or simply coping
with daily stress. there for them. This often leaves them trying to figure things out on
their own, more so than any other segment.
While 40% of these guys are married, and an equal percentage have
kids, even this part of their life stresses them out. More than any Indicative of their dissatisfaction and stress, nearly 80% of these
other segment, they feel they can’t meet all their obligations or spend guys believe the US is on the wrong path. They are also the least
as much time with their kids as they should (65% compared to 46% likely to say that the best days for men are still to come.
of guys overall).
These guys want to be successful—and they pick their brands
They are also highly stressed about finances—in fact, they are the accordingly, leaning toward top brands with good reviews (and higher
most likely segment to be concerned about living paycheck to pricetags).
paycheck. Perhaps, though, they’re doing this to themselves: they
are the segment most likely to say they spend beyond their means. While they strongly associate with tech—they have product
ownership levels second only to Segment 4—they still feel that it’s a
What they want most is role models to help them navigate career, mixed blessing, and that in most cases it adds to both their work and
family life, and romance—but they don’t see any role models out their stress.


Segment 5—Detail

How to Spot Worry Warriors in Where They’re Going
a Crowd Over the next five years…
Hard-working professionals. Forty-two percent of these guys are
• The Worry Warriors will keep powering ahead at work, perhaps putting
professionals—nearly on par with the very successful Segment 4. They are the
even more time in as the truly big bucks and promotions come into view.
second hardest-working segment, with 22% working more than 50 hours per
week.
• They’ll continue to be a high-income segment, but burnout may become
an issue due to their high stress levels and hardworking style.
Pressed for time. They are the most likely to report that work commitments
interfere with their ability to spend time with family and friends (56%). Only 35%
• Guys in this segment are prime candidates for midlife crises, but they’re
feel they spend enough time with their kids—almost 35% below average.
also candidates for confronting their dissatisfaction. They’re educated,
and have money, and it’s easy to see them rethinking things as age and
“Whatever works” view on masculinity. Only 4% of these guys would be
experience give them greater perspective on life. Perhaps some will
averse to staying home and not working if their spouse earned significantly more
downshift, try to reduce stress, or find a new direction in life.
than they did—compared to 16% across all guys. Only 3% would be “very
unwilling” to be a stay-at-home dad, compared to 9% for all guys.
In their own words
Without role models. Of all segments, these are the only guys who felt that
Quotes from the fieldwork representative of Segment 5:
they had no clear role models (0%, versus an average of 54% across all guys).
• I’m always stressed. Are we safe? Are we keeping up with the Joneses?
Looking for help. These guys were the most likely to wish they had role
Am I earning enough, saving enough?
models. They especially want role models to help in parenting (52%), career
• You want to hope that things will get better, but you don’t.
(71%), family life (55%), and romance (50%).
• I don’t think I’ve ever had a “mentor” in my adult life… the closest I’ve
come to this is my therapist.
Feeling torn about tech. Though they own a ton of gadgets, tech stresses
• I do not feel that our nation is headed in the right direction, nor do I feel
these guys out, with 40%—far more than guys overall—feeling that the Internet,
that our leaders have our best interests in mind.
BlackBerry, email, etc., lead to more after-hours work.
• I think the pressure to make more money and have a better job will
increase in the future… and competition between the sexes will grow as
well.



Walter Klinepeter Walter doesn’t remember much of his dad—he died of cancer when Walter was four. His
stepfather was ok, but it just wasn’t the same as having his real dad there at baseball games and
Age: 31
graduations.
Ethnicity: Caucasian
Education: BA, JD When Walter met Joan during his senior year of college… well, ok, she saw him and asked him
Job: Patent attorney out… but in any case, it didn’t take him long to realize that she was the best thing that could have
Salary: $145,000 happened to him. She was fun, smart, and gorgeous. When she got pregnant during his second
year of law school, he stepped up and proposed.
Relationships: Married, has
twins, age 7. Now, seven years later, he sometimes wonders how he got here—juggling a ballooning
Lives in: Bethesda, MD mortgage, and feeling stalled between the new hires and the partners at his firm. He’d like to
spend time with Joan and the girls, but when? Sometimes he’ll “work late” and catch up with an
old law-school friend, just to sit down, have a beer, and relax.

• Walter wants to be financially secure, • Much to his dismay, Walter finds it • Walter’s not a big talker…in fact, • Finances… Walter worries about
figures $300K/year will work. impossible to find any role models he’s downright socially awkward. how he’ll keep up with the twins’
• Competing with this goal, Walter that fit his needs. • Still, he does have pals that he can tuition, the mortgage, the remodel,
would really like to spend more time • There are some guys who, maybe, spend time with—and he really and the family trips he has planned
with his family, become a better dad he could talk to… but he’s afraid of does love his wife. for this year. The bills just never
and husband. their reaction, so he puts off asking. seem to end….

• Not that he’ll broadcast this to the • Walter has a love / hate relationship • Joan wasn’t happy about Walter • Walter feels that to be a real man,
world, but Walter loves napping. It with tech. He genuinely enjoys spending so much on a watch, but you have to be successful.
helps compensate for the sleep he gadgets—however, he figures that in he feels no guilt about his new Tag • He also thinks that guys should be
doesn’t get at night…. He calls it a low-tech world he’d be able to get Heuer Aquaracer. caring, attentive family men.
his “stress free zone.” away from work more and have • The twins’ private school is a • Walter’s not sure he’s hitting the
• Recently got a Mercedes M-Class more time to himself. “brand” he believes in… they go to mark in either of these areas.
SUV…favorite purchase in years. the best school around.


Future of American Guys - SpikeTV Study

Future of American Guys - SpikeTV Study

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