Man of Many's - https://manofmany.com - Decade of Change Survey, Research and Report. Australia's Largest Men's Lifestyle Site & Brand of the Year in Mumbrella Publish Awards, 2021. The latest in products, culture & style news.

1. – 1 –
R E S E A R C H
A Decade of Change

2. We’re paying more attention to mental health.
– 2 –
Your customers are at risk if your values don’t align.
The conscious consumer is a mainstream movement.
The pace of technology is travelling faster than the consumer.
4 T R E N D S M A R K E T E R S N E E D T O K N O W :
1.
2.
3.
4.
4 Key Trends
Shaping the
Next Decade
Recently, Man of Many surveyed over
1,000 of our readers, inviting them to share
their insights on the future of consumer
culture, technology and modern life.
Overwhelmingly, our research identified
four key trends that are poised to shape
the next decade.
We’re sharing these trends with you, but
most importantly, we reveal how
marketers can leverage these changes in
customer preferences. The actionable tips
we outlined in this report are designed to
help marketers stay on top of these key
trends and foster more meaningful
relationships with their consumers.

3. – 3 –
T H E R E S E A R C H
We Surveyed 1,000 Readers
G E N D E R A G E
62%
Male
35%
Female
3%
Non-Binary & Other
Source: Man of Many, Decade of Change Survey, Aug 2022

4. – 4 –
T R E N D # 1
Company values matter.
The most revealing trend we identified in our research was a simple one -
COMPANY VALUES MATTER. As marketers, the challenge has always been
getting products in front of the right people, but as our research shows, you
are more than your product. Now more than ever, consumers are
preferencing brands that embody authentic purpose.

5. – 5 –
T H E I N S I G H T
Your customers are at risk
if your values don’t align.
Believe a business' success
should be measured by more
than profit.
91%
Have boycotted a brand for their
social stance.
72%
Source: Man of Many, Decade of Change Survey, Aug 2022

6. T H E A C T I O N
When identifying areas for improvement and
taking the required action to address this trend,
first ask yourself:
Does your brand embody authentic
purpose?
Does your brand effectively
communicate its values to the
customer?
Do the publishers you align with
share your values?
– 6 –

7. – 7 –
T R E N D # 2
The conscious consumer is
a mainstream movement.
Sustainability is not just an issue for a green minority, it’s a widespread
concern. Our readers are taking actions to live more sustainably and are
willingly reaching deeper into their pockets to do so.

8. – 8 –
T H E I N S I G H T
The climate is our priority.
Most urgent and primary concerns for society
1. Climate Change
2. Unemployment 3. Economic Growth 4. Income Inequality
5. Racism 6. Pandemics 7. Terrorism
Source: Man of Many, Decade of Change Survey, Aug 2022

9. – 9 –
T H E I N S I G H T
Consumers are putting their money
where their green mouth is.
Are willing to pay more for
products made by a brand that
practises sustainability.
Are taking actions to live a
more sustainable lifestyle.
85% 76%
Source: Man of Many, Decade of Change Survey, Aug 2022

10. – 10 –
T H E I N S I G H T
Temporary is out, longevity is in.
Source: Man of Many, Decade of Change Survey, Aug 2022
42%
Are willing to pay more for products built to
last longer.

11. – 11 –
T H E A C T I O N
When identifying areas for improvement and
taking the required action to address this trend,
first ask yourself:
Is sustainability just a check-box or
is it embedded in the foundation of
your brand?
Are your sustainability initiatives
proactive, transparent &
accountable?
Are you working with publishers
that align with your sustainability
values?

12. – 12 –
T R E N D # 3
The pace of technology is travelling
faster than the consumer.
While there are always early adopters, many consumers are still on the fence when it comes
to new technology. It’s clear that there’s a huge amount of education that is required before
there’s full adoption of bleeding edge tech.

13. 67%
42%
– 13 –
T H E I N S I G H T
There is still apprehension towards new tech.
Electric Vehicles
My next car will be electric Are NOT ready to embrace the
technology
Self-Driving Cars
Source: Man of Many, Decade of Change Survey, Aug 2022

14. – 14 –
T H E I N S I G H T
Convenience is king & customer service sells.
Over 50% of respondents have
their groceries delivered.
Respondents prefer
Hotels over Airbnb
Disruptors can be disrupted
‘On-demand’ continues to grow
Source: Man of Many, Decade of Change Survey, Aug 2022

15. 85%
– 15 –
T H E I N S I G H T
It’s hard to embrace what we don’t understand.
Are NOT ready to embrace
the metaverse.
Source: Man of Many, Decade of Change Survey, Aug 2022

16. T H E A C T I O N
When identifying areas for improvement and
taking the required action to address this trend,
first ask yourself:
Have you made efforts to
understand technological trends
shaping our future?
Do you harness these technologies
to service customer needs?
Are your customers educated on
what these technologies mean for
them?
– 16 –
Web 3.0
Big Data
Block Chain
Virtual Reality
‘Shoppertainment’
Augmented Reality
Artificial Intelligence

17. – 17 –
T R E N D # 4
We’re paying more attention
to mental health.
Marketers need to consider how they can shift from being a loud-speaker to
fostering two way communication and positive communities on social.
Creating an open dialogue about mental health, not just with your employees
but with your customer base, can foster a supportive community-minded
environment, leading to long-lasting outcomes.

18. – 18 –
T H E I N S I G H T
We’re acknowledging our personal
mental health challenges.
Have seen a therapist in the
past 3 years.
Have been affected by mental
health challenges in the past year.
48%
66%
Source: Man of Many, Decade of Change Survey, Aug 2022

19. – 19 –
T H E I N S I G H T
In work-life balance, life must comes first.
Biggest causes of stress
1. Work
2. Financial Stability 3. Personal Relationships 4. Daily Life
5. Health Concerns 6. Parenting 7. Other
Source: Man of Many, Decade of Change Survey, Aug 2022

20. Most important factors relating to working life
1. Work-Life Balance
2. Salary
3. Flexibility & WFH
– 20 –
T H E I N S I G H T
People are seeking balance, flexibility & freedom.
4. Company Values 5. Career Progression 6. ESG Factors
Source: Man of Many, Decade of Change Survey, Aug 2022

21. – 21 –
T H E I N S I G H T
Our relationship with social media is complicated.
Agree social media has a
negative impact on their
mental health.
Wish they spent less time on
social media.
68% 72%
Source: Man of Many, Decade of Change Survey, Aug 2022

22. – 22 –
T H E I N S I G H T
Greater mental health awareness
has an optimistic future.
The focus on men’s mental health
in recent years has led to positive
outcomes for the community.
We’re more open to discussing
our concerns or stresses in the
wake of initiatives such as R U
OK? Day and Movember.
Source: Man of Many, Decade of Change Survey, Aug 2022

23. T H E A C T I O N
When identifying areas for improvement and
taking the required action to address this trend,
first ask yourself:
How can you leverage social media
to engage with your audience in a
meaningful way?
How can you best utilise your
platform to promote wellness and
positive messaging?
What does a constructive and
supportive community mean to your
consumer base?
– 23 –

24. – 24 –
A B O U T U S
The Latest in
Products, Culture & Style

25. We’re the first Australian dedicated digital publisher to be
carbon neutral certified under the Federal Government’s
Climate Active standard.
– 25 –
O U R I N T I T I A TI V E S
Man of Many is 100% carbon neutral.

26. O U R I N T I T I A TI V E S
Projects we’re proud of:
Winner: ‘Best Publisher-Led Advertising
Campaign of the Year’
Recognised inthe Mumbrella Publish Awards 2022
Our Maker’s Series Campaign for The Balvenie
Supporting the Waves of Wellness
Foundation Charity
Man of Many has funded an Surf Therapy mental
health program for at-risk young people.
Launched the
Mental Health Hub
A digital content hub with resources to assist
readers in navigating mental health challenges.
– 26 –

27. – 27 –
We Launched Our Very Own Whiskey
An exclusive 300 bottle limited release Man of
Many whiskey was launched.
Increased Focus on Reader Events &
Experiences
Man of Many is hosting more in-person events
and brand partnership activations.
Revamped Production Studio
Man of Many offers a world-class production
studio, dedicated to the creation of premium
video and photography.
O U R I N T I T I A TI V E S
Projects we’re proud of:

28. – 28 –
Man of Many’s 2022 Hype Reel

29. – 29 –
General Enquiries
contact@manofmany.com
Editorial Enquiries
press@manofmany.com
Advertising Enquiries
advertising@manofmany.com
Man of Many
Unit 10
2 Kings Lane
Darlinghurst NSW 2010
AUSTRALIA
Frank Arthur
Co-Founder
frank@manofmany.com
+61 421 391 841
Scott Purcell
Co-Founder
scott@manofmany.com
+61 403 496 680
Tim Fernandes
Sales & Partnerships Manager
tim@manofmany.com
+61 405 983 707
L E T ’ S C H A T