Exploring All Things Male +
Female in 2011
In 2010, Euro RSCG produced a study on the
state of gender and where men and women are
netting out on today’s gender playing field, with
a proprietary online survey by MicroDialogue.
• 500 aged 18-25 + 100 aged 40-55 in each
of five markets (n = 3,000)
• Extensive secondary research
• Contributions from Euro RSCG agencies
in Europe and U.S.
• Millennial daughters don’t understand their
• Women at work post–Norma Rae
• Sex goes SoMe
• The rise of the dad
• It’s a woman’s world—where do men fit in?
What’s affecting seismic shifts in gender NOW?
• We are living in an age that is acutely digital.
• Thanks to boomers and the sexual revolution, we are more open
about sex and pleasure.
• The baby boomers became parents who cosseted their children—
boys and girls alike—and told them anything is possible.
For the Y Generation, the “wife in the kitchen,
man in the office” ideal is foreign and archaic.
Not only digital natives, today’s men and women
are indigenous members of a gender-remapped
society, where the old rules simply don’t apply.
• Jackie vs. Marilyn is obsolete: A recent
book exploring said icons feels out of touch
in the SoMe female world.
• Women no longer roast chickens!
In a February 2011 article in Aussie Daily Telegraph, it
was noted that 82 percent of female boomers can roast a
chicken like the dickens, while just 51 percent of women
under 30 claim such a skill.
Gender is being shaken, not stirred, these
days as we continue to redefine what is going
on with men and women…
• Women R primary or co-breadwinner 4 two-thirds of families.
• Between 1997 and 2007, number of women-owned businesses
increased 44 percent, twice as fast as men-owned firms.
• 40 years ago, women owned 5 percent of small businesses, now they
own 30 percent.
(Source: Jobs and Economic Security for America’s Women, National Economic Council, October 2010)
• Look 4 millennial women to say “Thanks, but no thanks” 2 the notion of
“having it all”—i.e., “doing it all.”
• The next gen of workplace superstars aren’t willing 2 sacrifice
everything 4 a paycheck.
• In “The Choice Effect,” penned by 3 young women, note term “choister”:
women overwhelmed by options of career, marriage, children.
• Options R empowering but also lead 2 burnout.
But does all of this “take no prisoners” gender
switch at work come with a price?
• You R between the ages of 20 and 40
• You R middle class + college-educated
• You believe the world is your oyster
• You R a job-hopper
• You R a jet-setter
• You shop around 4 Mr. Right
You know you’re a choister if:
What of the 50-plus set? What happens 2 women
with empty nest syndrome these days?
• Bureau of Labor Statistics: # of women 55-64 in workforce up
10 percent over the last decade.
• Forecasts suggest rapid acceleration in rate as boomer women
become empty nesters, says Disruptive Demographics.
• Biggest tech gazillionaires R still men: Zuckerberg, Brin, Biz Stone.
Time 4 women 2 get involved.
• Tech is an industry that doesn’t require physical strength but mental
• The celluloid biz is surprisingly female-free: 86 percent of films had
no female writers, 77 percent of film critics R male
• Women show 5x more skin than men in G- to R-rated films. (HuffPost)
• According 2 the Indian Express, only 16 percent of delegates at
Davos R female.
• World Economic Forum could use a feminine touch.
• New York Times article said Wiki entries R decidedly male; barely
13 percent of contributions R penned by women.
• Express yourself, ladies.
• According 2 a Forbes article from 2009, 78 percent of the jobs lost in
this recession have been lost by men.
• The Atlantic called it a “mancession.”
• We might be headed out of the worst of the economic news 4 the male
gender, but there R still a lot of men w/o work…
Though men-centric sectors such as manufacturing
are recovering, more men will strike out on their
own—2 escape being chained to a desk and 2 take
control of their future.
• White House
• New York Times says we need a man 2B named White House
social director—it would be unprecedented.
• Only 5.8 percent of U.S. registered nurses R men. (US DOHHS)
• Child Care
• Agencies like U.K.’s My BIG Buddy R specializing in male nannies 2
tip scales 2 more masculine model.
• Look 4 more men 2 become caretakers 4 the wee set.
• Why don’t men help women w/those pesky overhead bags anymore?
• (W/new rules in the friendly skies, our bags R more stuffed than ever,
so what gives?)
• If chivalry is dead, then women killed it.
• Thanks 2 Beyoncé generation of strong, independent women +
digital detachment, we can’t look forward 2 opened car door or seat
on the bus.
• As women surpass men as No. 1 breadwinners + have more boardroom
chops, men R taking a DIY approach 2 chivalry—as in, there isn’t any.
• Navy Seal–style workouts 4 both genders have men rethinking how
physically strong women R.
• Women have come a long way since “Adam’s Rib”—hip to an era
where double standards R becoming level + neutrality rules.
• More marriages R on the rocks + so is marriage itself, according 2 a
new study by Pew Research Center.
• A survey of 2,691 Americans in association w/Time mag found that
nearly 4 in 10 Americans think marriage is becoming obsolete.
• That’s an 11 percent spike since 1978, when Time asked the same
question. (ABC News)
• The median age of first marriages are at highest point ever. For
women: 26.1 years old; for men: 28.2.
• For the first time in half a century, number of unmarried people age
25-34 outnumbers marrieds in same age range. (ABC News)
According 2 U.S. Census Data, younger people
R not putting a ring on it today, and if they R, they
R doing it when older.
• On its home page: “Marriage comes and goes, but divorce is forever.”
• As more women opt 4 single parenthood, look 4 more shakeups in this
once hallowed institution.
The Huffington Post added a divorce site in
November, edited by Nora Ephron, famed author
• In grey divorce, couples may acknowledge failure in the marriage
department but R also looking 4 “Life, Part Two” + a fresh start.
Pandemic of divorce 4 couples over 50,
aptly termed the “grey divorce”—think about
Al and Tipper.
• 33 percent (the highest response) said keeping + maintaining a home
was main source of conflict
• 27 percent said partner lacked commitment
• 23 percent cited debts
• 14 percent said ”nagging” led 2 the divorce
• 13 percent met someone else
• 10 percent said they simply ran out of things 2 talk about
• 12 percent of men said stepchildren prompted a breakup
• 4 percent of women cited stepchildren as source of marital friction
Key findings from 2010 U.K. Saga Research
survey of 1,900 divorcees over age 50:
• 36 percent of people under age 35 admit 2 checking Facebook, texting
or tweeting right after sex.
• Guys are twice as likely as girls 2 engage in after-sex social networking.
• iPhone users R 3x as likely to check Twitter or Facebook in the
afterglow than BlackBerry users.
• Social media has lessened time, money + effort of searching 4 partners
and increased likely success rate.
How is social media affecting sex?
• Really want 2 display your prowess? Check in on ijustmadelove.com.
• And speaking of checking in: Foursquare’s Avoidr plug-in allows you 2
label pesky exes so U can avoid going where they R.
• From New York mag article on porn in digital age: “It was inevitable,
once YouTube launched in 2005, that someone would start a porn
• “Over two months in the summer of 2006, three…sites launched
that would become major adult-only tubes: PornoTube, RedTube and
Peggy Orenstein’s new book “Cinderella
Ate My Daughter” is a critique of girls and
“pink princess” culture.
• “Role models” like Disney princesses and princesses gone wrong like
Miley Cyrus and Demi Lovato?
• Maybe it’s time 4 marketers 2 rethink this inane brand of gender
• Is it time 2 teach young girls how 2B powerful w/o a pink powder
puff + tutu?
In the past, being a princess was sold as
empowering, now it feels limiting and too
With focus on all things digital, look 4 more
women 2 lend modern twist 2 “traditional” female
endeavors like knitting, needlepoint, sewing.
• Success of Etsy (2 million items sold in Nov. 2010, they say) as eBay
of all things hand-tooled shows renewed interest in the homemade.
Is “On Walden Pond: The Movie” being cast?
We can’t help but notice that men from
Manhattan 2 Portland 2 Shoreditch R rocking
beards, boots + flannel.
In post-metrosexual world, men R getting in
touch w/wild sides (“wild” meaning outdoorsy +
• American outdoor outfitters like Woolrich R all the rage, w/spendy
outposts at shops like Le Bon Marché in Paris.
• Woodsmen wonders like butchering, woodworking + ice climbing R
all the rage from Bed Stuy 2 Bucktown.
• J. Crew, Timberland + CFDA winner Billy Reid R outfitting woodsy
generation in clothes that feel more fly-fishing chic than urban warrior.
• There is even a Tribeca company creating + selling axes.
• Was it Bear Grylls and his not-so-authentic survival show, or a revolt
against too much eye balm + perfect haircuts, à la the metrosexual?
• Needless 2 say, nothing wrong w/men knowing how 2 tie knots or
start a fire. After all, survival skills R needed in this uncertain world.
How did all of this come 2B?
• We’re not just talking about Home Depot or Homebase.
• Retailers of brick-and-mortar variety, plus online stores, R catering 2
a new breed of men who actually enjoy shopping.
Behold the “hetail generation.”
• Bureau of Labor Statistics: Average guy spends about $1,800 a year
eating out; women spend $1,145.
• Men spend average $701 per year on A/V equipment while women
• Study by Hyperion and PayPal: Men R being converted 2 online
shopping 50 percent faster than women.
• Says AOL: During holiday season, men would spend $326 online while
women would spend $284.
• Belgium’s Supra-Quintessence Co.: online shop w/bespoke Americana
vibe—think denim motorcycle wallets + vintage Rolexes.
• American stalwart Gant has opened up shop at Yale, located in historic
building 4 the Ivy crowd.
• Jack Spade, at forefront of hetail experience, fosters culture of Spade
fans who can’t get enough of high-end laptop bags + leather goods…
• …in shops filled w/old postcards + fun vintage pieces.
• Uncrate.com is the de facto spot 4 cool men…
• …from headphones 2 performance hoodies 2 groovy gadgets (best
place 2 look 4 gifts 4 men, ladies; you’re welcome).
Best spots 2 get your hetail therapy:
Note 4 wives + girlfriends: This does not mean
your partners R ready 4 a weekly Saturday jaunt
thru Harvey Nics—this is hetailing after all, and
much progress needs 2B made.
• Digital dads R being heard as more men stay home—both as victims of
the recession + as personal choice.
• Make way for male bonding—parent-style.
• Shitmydadsays, Justin Halpern’s Twitter feed featuring quotes
by his dad, has 2 million+ followers.
• Halpern is a media darling (first Twitter account to be turned into a
show on U.S. network television).
• Discovering Dad: diet tips + marriage pointers for papas
• Mocha Dad: a blog for African-American dads
• Real Men Drive Minivans: humorous wink at fatherhood + family
Top daddy blogs
• Dad Blogs is a network of fathers that share info on parenting.
• AtHomeDad is the digi encyclopedia 4 stay-at-home dads who want 2
• Recent Yahoo survey: 51 percent of dads do food shopping in the U.S.
but feel advertising does not speak 2 them.
Dads forming online communities 2 chat w/each
other—R marketers listening? They should B…
Look 4 more influence + power from dads +
daddy bloggers in 2011. As AtHomeDad says,
“Men who change diapers change the world.”
• Our survey found the No. 1 goal of today’s millennials is 2B happy +
2B in a happy relationship.
• Finding love is high on the list of wants, B4 career.
• This is not a gender war—it’s a leveling of the playing field + a reboot
of traditional memes.
With the gender gap closing, and men + women
redefining who they R, is there common ground?
The answer is yes + love conquers all.