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June 2013Image credits: Marian Berelowitz; ChrisGoldNY; petertandlundMENTHE STATE OF
2WHAT WE’LL COVERREDEFINING MASCULINITY	 1.	Gender gets more fluid	 2.	The image-conscious man	 3.	The multidimensional ma...
3INTRODUCTIONMen’s fortunes are declining, or so word has it. There was the “mancession”—in the U.S., men held more than t...
4METHODOLOGYThis report is the result of quantitative, qualitative and desk research conducted by JWTIntelligence througho...
1. Gender gets more fluid2. The image-conscious man3. The multidimensional man4. Retrosexuals5. Men to admire6. The new mi...
61. GENDER GETS MORE FLUIDConventional ideas about male and female domains, activities, behaviors and styles are evolving:...
71. GENDER GETS MORE FLUID“Guyliner” or “manscara,”anyone? Millennial menare more likely to acceptproducts or habits assoc...
81. GENDER GETS MORE FLUIDWhile a significantpercentage of men don’tfind any of these fashionsacceptable for men to wearto...
91. GENDER GETS MORE FLUIDIn the 19th century, it was not uncommon for boys to wear dresses and have long hair until age 7...
101. GENDER GETS MORE FLUIDTwo toy companies in Sweden, one of the most progressivenations when it comes to gender, made h...
111. GENDER GETS MORE FLUIDMillennials are seeking more nuanced and fluid ideas about gender identity.With the acronym LGB...
121. GENDER GETS MORE FLUIDMainstream brands are broadening their styles and color palettes for men, crossingover into the...
131. GENDER GETS MORE FLUIDMore men are taking to traditionally feminine activities, from cooking toknitting, as they seek...
141. GENDER GETS MORE FLUIDOnce considered the role of a woman, in Thailand cooking has become a trendy activityfor men as...
15Image credit: MACWhile the word “metrosexual” has faded away, the interest in fashion andbeauty care products that defin...
16Men say that today males are under more pressure than in the past to present a polished image and, in fact, face thesame...
172. THE IMAGE-CONSCIOUS MANFIGURE 2A:Men’s appearance anxietiesPercentage of American and Britishmen who say the followin...
18Men are more aware than ever of trends in clothing and accessories, thanks largely toan explosion in online resources. W...
19Online retailers like Bonobos, Frank & Oak and JackThreadsoffer on-trend menswear at affordable prices, expandingthe hor...
20For men who don’t have the time, eye or patience for shopping but want a sharperwardrobe, subscription services employ s...
21Men’s grooming products are one of the beauty industry’s fastest-growing segments, with global revenues rising by anaver...
22Skin care and cosmetics companies like Jack Black andMënaji aim to appeal to men without triggering associationswith wom...
23South Korea: South Korea is one of the largest consumersof men’s skin care products, claiming about a fifth ofworldwide ...
24India: The men’s segment accounts for around a third of India’s cosmeticsmarket, according to research company RNCOS. Te...
25Spas and cosmetic clinics go hand in hand with a greater focus on grooming and looks in general. “Look for far morespas ...
26In Venezuela, rapidly expanding barbershop franchise Only for Men offersservices such as facials and manicures. Only for...
27“Thinspo” and “thinspiration” now have counterpartsembraced by males: “fitspo” and “fitspiration,” appliedto inspiration...
283. THE MULTIDIMENSIONAL MANAs gender conventions fall away, men are coming to a more nuanced idea of masculinity that’s ...
293. THE MULTIDIMENSIONAL MANInstead yousee these male characterslike on New Girl. It’s not aboutguys getting the girls, i...
303. THE MULTIDIMENSIONAL MANFIGURE 3A:What defines men todayPercentage of American and British men who say the following ...
313. THE MULTIDIMENSIONAL MANRecent research paints men as aspiring to bewell-rounded and upstanding. A 2012 U.S.study by ...
323. THE MULTIDIMENSIONAL MAN“Men Gone Mild!” exclaimed a New York Post headline lastyear, accompanying an article that ex...
333. THE MULTIDIMENSIONAL MAN“Today, who is really a macho?” asks the dramatic voiceover for a humorous Coca-Cola Light co...
343. THE MULTIDIMENSIONAL MANAnother low-calorie drink provides an interesting case study.In 2011, Dr Pepper Ten launched ...
354. RETROSEXUALSWith gender divisions getting blurry, some men—and especially Millennials—are looking to the past for ins...
364. RETROSEXUALSMany Millennial men feel nostalgic for a masculinity of the past and even out of step with the way it’s e...
374. RETROSEXUALSMen are taking fashion cues from various bygone eras, a countertrend to today’s gender-blurred fashions (...
384. RETROSEXUALSImage credit: Justin TimberlakeAfter working with designer Tom Ford on an image makeover,Justin Timberlak...
394. RETROSEXUALSHirsute looks that harken back to faces of the past havemade a comeback. Mustaches are on the upswing, dr...
404. RETROSEXUALSImage credits: Brooklyn Beefsteak; The Art of Manliness [1], [2]“Beefsteaks” were an old New York traditi...
414. RETROSEXUALSImage credits: Dollar Shave Club; Barbasol“Your handsome-ass grandfather had one blade—and polio!” declar...
424. RETROSEXUALSImage credit: SoloThe lemony soft drink Solo has been positioned as a masculinebeverage since its launch ...
43Today’s male icons tend to be men who offer something extrabeyond their most noteworthy accomplishments. When weasked me...
445. MEN TO ADMIRE1110108887766655381339333024222220191919191716151211#1 Bill Gates#2 Sean Connery#3 Barack Obama#4 Bruce ...
455. MEN TO ADMIREIn open-ended responses, men cited Gates’ wealth/success as well as hisphilanthropy/generosity as the re...
465. MEN TO ADMIREMen voted for a range of dominant athletes, including RogerFederer (seen as a “great sportsman but [also...
475. MEN TO ADMIRESome of today’s leading actors are more than just handsome faces who can carry a movie—theywrite, direct...
486. THE NEW MIDLIFE CRISISThe classic midlife crisis looks different at a time when midlife can mean many different thing...
496. THE NEW MIDLIFE CRISISNew focus on fitness: The acronym MAMILs—middle-aged men in Lycra—popped up a few years ago aft...
7. Rise of the house-husband8. Rise of the co-parentThe household is becoming moregender-neutral as men bothembrace a more...
51Image credit: TideWith gender roles blurring and many women working as much as or more than their partners, men are inev...
52Guys are tackling more household tasksonce deemed women’s work, but theyseem to be overestimating just howmuch they do a...
537. RISE OF THE HOUSE-HUSBANDFIGURE 7B:Women’s take on household workWho is primarily responsible for each taskWOMANSOMEO...
547. RISE OF THE HOUSE-HUSBANDFIGURE 7C:Men’s take on household workWho is primarily responsible for each taskSOMEONE ELSE...
55One sign that the home has become a more equal domain: Wedding registries now reflect more of the groom’s preferences.Hi...
568. RISE OF THE CO-PARENTDads are taking a co-starring (or even leading) role when it comes to caring for kids, even if w...
57TRIPLEDAmerican fathershave nearlytheir time spent on child caresince 1965, from 2.5 hours aweek to 7.3 hours, according...
588. RISE OF THE CO-PARENTWith moms’ earnings key to supporting many families and fathers devoting more time to their role...
598. RISE OF THE CO-PARENTMen are more involved than ever withchild care, but as with householdwork, they may have an infl...
608. RISE OF THE CO-PARENTFIGURE 8B:Women’s take on child care responsibilitiesWho is primarily responsible for each taskW...
618. RISE OF THE CO-PARENTFIGURE 8C:Men’s take on child care responsibilitiesWho is primarily responsible for each taskSPO...
628. RISE OF THE CO-PARENTMen face the sametough decisions as womendo about how to balancecareer and familyI have made sac...
638. RISE OF THE CO-PARENTAs our data on the previous page shows, balancing family and work is an issue for all parents, d...
648. RISE OF THE CO-PARENTThe issue of paternity leave and workplace flexibility for men is becoming increasingly importan...
658. RISE OF THE CO-PARENTFull-time fathers are becoming more common, a shift the recession has helped to push. In the pas...
668. RISE OF THE CO-PARENTWith dads much more engaged, parenting itself is changing—and brands are adjusting accordingly. ...
678. RISE OF THE CO-PARENTIn the era of the co-parent, it’s out with the “doofus dad,” the bumbling father who’s long been...
9. Equal rights for…men?10. Chivalry lives (mostly)Men’s place in the world vis-à-viswomen is rapidly changing. Withmen be...
69One book has dramatically declared “The End of Men,” others talk about “The Female Century.” Whereas 56% of women wesurv...
70We arebeginning to look at menas looking more like thedisadvantaged group andwomen looking morelike the advantagedgroup....
71A majority of male respondents feel that it’s harder for mento live up to society’s expectations than it was 30 years ag...
72In Mexico, men have traditionally been the ultimateauthority of the home, but gender lines are being redrawn.A 2011 comm...
73Has the traditional concept of being a gentleman become outdated? Many believe so: 80% of Americans, for instance, saywo...
7410. CHIVALRY LIVES (MOSTLY)FIGURE 10A:Chivalry supported in theoryPercentage of American and British men who say each of...
7510. CHIVALRY LIVES (MOSTLY)Holding the dooropen for a woman74%637585Walking on the“outside” of a womanwhen on the street...
June 2013Image credits: Marian Berelowitz; ChrisGoldNY; petertandlundAPPENDIX:MORE ABOUT OUREXPERTS/INFLUENCERS
77APPENDIX: MORE ABOUT OUR EXPERTS/INFLUENCERSJON BERRY, VP, GfK Consumer Trends, GfK Consumer Experiences North AmericaBe...
78APPENDIX: MORE ABOUT OUR EXPERTS/INFLUENCERSBRAD HARRINGTON, executive director, Boston College Center for Work & Family...
THANK YOU466 Lexington AvenueNew York, NY 10017www.jwt.com | @JWT_Worldwidewww.jwtintelligence.com | @JWTIntelligencewww.a...
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131. GENDER GETS MORE FLUIDMore The State of Men (June 2013)

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131. GENDER GETS MORE FLUIDMore men are taking to traditionally feminine activities, from cooking toknitting, as they seek to become more well-rounded and the stigma suchhobbies once carried for men fades. In Spain, for instance, men are seekingstatus via the pursuit of knowledge and development of skills, such asstudying history or learning to cook. Men are pursuing these activities on theirown terms. For example, men who cook will sometimes adopt professionalterminology, so “serving a meal” becomes “plating dishes.”And they can often be found buying the latest gadgets ortechnologies that go along with these hobbies.Image credits: Amazon [1], [2]Women no longer seemto harbor dreams of meetinga tough, macho alpha male.Now that women are workinghard, they seem to harbordreams of a guy who can whipup brunch in the morning.”SEO WON-YEA,team head of SouthKorean food cablechannel Olive, “Moremen don the apron,”The Korea Herald,April 26, 2013Something really interestinghas changed over the past decade: Foodand cooking has been climbing the list ofwhat men express as an interest of theirs.It’s practically dead even with cars now. Ina sense, the garage has moved inside andit’s a kitchen where men are findingexpressions of masculinity.”JON BERRY, VP,GfK ConsumerTrends

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