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The State of Men (June 2013)

by on Jun 05, 2013

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Masculinity was more clearly defined when “men were men,” as the phrase goes. Today, as gender conventions blur, men are formulating more nuanced ideas of what it means to be a man. The household ...

Masculinity was more clearly defined when “men were men,” as the phrase goes. Today, as gender conventions blur, men are formulating more nuanced ideas of what it means to be a man. The household in particular is becoming more gender-neutral as men both embrace a more active role and get pushed into it out of necessity.

“The State of Men” examines shifts in male roles, behavior, attitudes and mindsets, focusing on how masculinity is being redefined circa 2013, how men’s role in the home is changing and how men are navigating the new gender order.

The report is the result of quantitative, qualitative and desk research conducted by JWTIntelligence throughout the year. For this report, we surveyed 1,000 adults aged 18-plus in the U.S. and the U.K. from April 29-May 2, 2013 using SONAR™, JWT’s proprietary online panel. The report also includes input from experts and influencers in male trends and JWT’s Planning Foresight group in London, as well as JWT planners around the globe, including Argentina, Colombia, Venezuela, Australia, Spain, Poland, Japan and Thailand.

Go to JWTIntelligence.com/trendletters to see the full report, with recommendations for brands and additional data.

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12 of 2 previous next

  • Kimokekahuna Kahuna of Hawaii, Kahuna at Kingdom of Hawaii It must also be taken into account that men get more like women as they age.. .women get more like men. Babyboomers may not rule the consumerism of the future by sheer numbers.. they are carving out an exploding market for anti aging products and services and will not go quietly into the night. 10 months ago
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  • erickjurado erickjurado Very interesting, well done! 10 months ago
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