This document discusses changing gender roles in Ireland in 2012. It notes that women have increasingly taken on the role of "Generals" by controlling household spending and responsibilities due to factors like male unemployment and larger family sizes. However, women's roles within the home have not diminished and birth rates remain high. The inverse trend is the emergence of "Invisible Men" as unemployed men take on new roles at home. These men face struggles adapting to changed circumstances and lack strong role models. Brands are advised to specifically target both groups to effectively communicate and provide support.

1. CHANGING
GENDER
ROLES
In 2012 men and women’s
roles have undergone
significant changes. We’ve
seen 2 distinct cohorts
emerge: Women as
Generals and Invisible men.
Women as Generals
Women’s ever increasing not diminished. On average, The lack of discretionary
influence over household women in Ireland are spend means that women
spending is well- having more babies than are enjoying non-
documented, but as more women in any other discretionary spending and
men than women have lost country in the EU. The making an occasion of
their jobs, women now average number of children everyday purchases and an
have even more per woman in 2009 was 2.1, actual event of larger items.
responsibility; they are now meaning the Irish have the
contributing to and running highest fertility rate of the Switching is another
the household. The factors 27 EU member states. But resulting behaviour.
contributing to this are as families grow, so does Mothers are switching
male unemployment, the the cost of running the brands in even sensitive
baby boom of the past few household. Mothers are categories that they would
years and the sustained affected disproportionately normally avoid, such as
decrease in discretionary by the recession, but older baby care.
spending available. Male mothers (34+) have been
unemployment is 2:1 and worse affected by the Invisible Men
more women have had to downturn and they are The converse of the
return to the workforce out looking to economise every ‘Women as Generals’ trend
of necessity. More women element of household is the effect it is having on
no longer simply control the expense. men. A group of men are
purse-strings; they now also emerging who have been
have ‘breadwinner’ particularly affected by the
responsibility. Playing all of these roles recession, losing jobs and
takes its toll on women. The staying home: ‘Invisible
However despite taking on resulting effects are feelings Men’. Society is recognising
additional responsibilities of Isolation and the seeking the need to support men as
outside the home women’s of support through social they take on new roles, face
roles within the home has networking and common the brunt of
not diminished. The birth- interests. unemployment, and feel
rates continue to be strong the burden of associated
by international standards anxieties. These new roles
for men are leading men to
mccp.ie For more information on changing gender roles contact: kathy@mccp.ie
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2. seek out the type of in which men are looking to CSO 2012). Domestic
support that is typically figure out these new roles violence against men is on
shown to their female are by looking to trusted the increase and
counterparts, for example and admired role models. organisations such as Amen
parenting columns written But these role models are provide support and
by male homemakers. closer to home than we awareness.
might expect.
“Male causes
are more
successful
when they
target men
specifically”
Their appearance is also a
major source of anxiety for
men; more than four in five
men (80.7 %) talk in ways
that promote anxiety about
their body image by
referring to perceived flaws
and imperfections,
compared with 75% of
In addition to the struggles When asked who they look women. 29% of men think
of adapting to their new up to the most, 58% of men about their appearance at
role, men are facing a say their parents, 56% say least five times a day. 35%
multitude of other friends, 22% say of men would sacrifice a
problems. The 280,000 men humanitarian workers, 4% year of life to achieve their
who are currently look up to actors and only ideal body weight or shape.
unemployed in Ireland 1% look to politicians as 17.8% of men feel fat every
struggle with their finances, role models. day.
daily routine and identity.
So how do you talk to the Men face new challenges So, with this in mind, how
invisible man? and receive extra support. do brands effectively talk to
Men are less likely to seek men?
Firstly, it is important to help for health issues than
recognise that they have women and have a lower Brands with male causes
moved from the ‘Easy life expectancy. are more successful when
breadwinner’ stereotype to Academically, girls they target men specifically,
a crisis both economically outperform boys in the for example Movember
and personally and are now leaving certificate and are raised awareness and
moving into recognition of more likely to have a 3rd millions in Ireland last year.
newer male roles. One way Level Qualification (Source: Equally, this year’s ‘men’s
mccp.ie For more information on changing gender roles contact: kathy@mccp.ie
ph (01) 6350030

3. health awareness week’ Kathy Troy is Strategic
received press and achieved Planner at MCCP
its goal of raising awareness The Planning Agency who
across the country. work with some of Ireland’s
largest brands to help game
So what for your brand? change through better
Untapped potential lies consumer insights and
within this group; if few sharper strategy (brand,
people are talking to the communications and
‘invisible man’, should your innovation).
brand find a way to support
and help him. The lack of
clear role models beyond
family and friends shows
that men are discerning in
terms of whom they choose
to admire, but that they
also may whole-heartedly
get behind those that they
do.
Men have slipped into some
gaps in society as exhibited
by the male carers and
other groups; can your
brand appeal to these men
or does it focus too much
on the male stereotypes?
Products, brands and
experiences that target men
specifically are no longer
un-pc. Do you tailor your
brand propositions to male
needs?
mccp.ie For more information on changing gender roles contact: kathy@mccp.ie
ph (01) 6350030