Over the past 10 years men have been portrayed as idiotic, coddled, domestically challenged buffoons, never to be trusted (especially with their own children). However, considering recent reports and failed brand efforts targeting contemporary men ... we thought we'd take a closer look. Check out our latest contextual piece exploring contemporary masculinity.
Tired of hearing "Millennials have been decoded, debunked, everything you need to hear" then "everything you've heard is wrong"... This isn't that at all. See why we think this generation deserves more than a few statistics and bold claims to tell their story. There’s a lot contradictory info on this generation, but that’s because they’re full of contradictions themselves.
Welcome back to The Generation Edge series, our monthly magazine exploring the identity, values, and lifestyle of the post millennial generation. People born after about 1995, the eldest of which are 19 now. We call them Generation Edge.
In this edition we explore how Gen X parents are shaping this new generation. Because, like it or not, our parents exert tremendous influence on the people we become...
In 2014, we asked 60 young people around the world to show and tell us about their generation. We set them the challenge of photographing their lives and describing why the images are important to them and illuminating to us.
The photographs and stories they produced are beautiful, inspiring, and informative – just like the best research should be.
The Generation Edge photography project reinforces The Sound’s belief that Insight is Art.
A little over a year ago we introduced the world to Generation Edge, the generation after Millennials and one we feel is unlike any other...
...this generation are resilient, self-starting reformers. They’ve got a view of the way they want the world to be and understand that they are going to have to be the ones to change it!
We like to think of 2014 as the year of Edge and the talented, tenacious, tech-empowered guys and girls you’ll see over the next 20 pages exemplify what Edge is all about, they are....quite literally, changing the world as we know it!
As part of our monthly presentation on the post-Millennials, we're exploring Gen Edge's philanthropic spirit, social consciousness, and entrepreneurial attitude towards making the world a better place.
Inspired by an excerpt of Amy Poehler's book, "Yes, Please", about "women-on-women crime" and driven by out insatiable curiosity to study human behavior, we've decided to dig into the subject of modern-day parenthood.
Millennial women have realized what worked for previous generations of women will not work for them. Finally after decades, the fight is over, and she can focus on what truly matters. Visit our site to download a copy for free.
Generational cohorts in India are never homogenous. In such a complex and diverse country, there are clear distinctions in the context and attitudes of urban, “small-town” and rural groups, even from the same generation, and understanding that is a story unto itself. However, understanding the attitudes and aspirations of the urban young is a great starting point, as these eventually find reflection in the larger groups throughout the rest of India.
India’s urban young aren’t the same as their western counterparts. Yes, living in an increasingly globalised world engages them in similar debates about geopolitics, draws them towards the same content and even leads them towards the same social and environmental causes. But that’s only scratching the surface.
To truly understand this generation, we must understand the context they come from….
Tired of hearing "Millennials have been decoded, debunked, everything you need to hear" then "everything you've heard is wrong"... This isn't that at all. See why we think this generation deserves more than a few statistics and bold claims to tell their story. There’s a lot contradictory info on this generation, but that’s because they’re full of contradictions themselves.
Welcome back to The Generation Edge series, our monthly magazine exploring the identity, values, and lifestyle of the post millennial generation. People born after about 1995, the eldest of which are 19 now. We call them Generation Edge.
In this edition we explore how Gen X parents are shaping this new generation. Because, like it or not, our parents exert tremendous influence on the people we become...
In 2014, we asked 60 young people around the world to show and tell us about their generation. We set them the challenge of photographing their lives and describing why the images are important to them and illuminating to us.
The photographs and stories they produced are beautiful, inspiring, and informative – just like the best research should be.
The Generation Edge photography project reinforces The Sound’s belief that Insight is Art.
A little over a year ago we introduced the world to Generation Edge, the generation after Millennials and one we feel is unlike any other...
...this generation are resilient, self-starting reformers. They’ve got a view of the way they want the world to be and understand that they are going to have to be the ones to change it!
We like to think of 2014 as the year of Edge and the talented, tenacious, tech-empowered guys and girls you’ll see over the next 20 pages exemplify what Edge is all about, they are....quite literally, changing the world as we know it!
As part of our monthly presentation on the post-Millennials, we're exploring Gen Edge's philanthropic spirit, social consciousness, and entrepreneurial attitude towards making the world a better place.
Inspired by an excerpt of Amy Poehler's book, "Yes, Please", about "women-on-women crime" and driven by out insatiable curiosity to study human behavior, we've decided to dig into the subject of modern-day parenthood.
Millennial women have realized what worked for previous generations of women will not work for them. Finally after decades, the fight is over, and she can focus on what truly matters. Visit our site to download a copy for free.
Generational cohorts in India are never homogenous. In such a complex and diverse country, there are clear distinctions in the context and attitudes of urban, “small-town” and rural groups, even from the same generation, and understanding that is a story unto itself. However, understanding the attitudes and aspirations of the urban young is a great starting point, as these eventually find reflection in the larger groups throughout the rest of India.
India’s urban young aren’t the same as their western counterparts. Yes, living in an increasingly globalised world engages them in similar debates about geopolitics, draws them towards the same content and even leads them towards the same social and environmental causes. But that’s only scratching the surface.
To truly understand this generation, we must understand the context they come from….
The Sound explores the perceived fringes of culture to illuminate how emerging ways of being are shaping mass culture and changing the human condition.
FRINGESTREAM is a new way of thinking about mass behaviours and values.
FRINGESTREAM is when fragmentation becomes the new normal.
Mainstream culture used to represent the majority story..
In the pre-digital and pre- globalized world, mass culture dominated with fringe cultures existing only on the, er, fringes...often in direct opposition to mainstream values and behaviors.
Now things have changed. Living in a globalized and digital age, mass culture is now heavily inflluenced and shaped by fringe behaviors and ways of being.
FringeStream is the new Mainstream

Boomers are single-handedly re-defining what it means to age, giving rise to a brand new lifestage, 'The Second Act'. If you'd like a free PDF of BOOM! visit our site.
Right now, Gen-Xers are doing something utterly revolutionary that is going unnoticed: They aren’t getting “old” and they’ve flipped the entire aging paradigm on its head.
Welcome back to The Generation Edge series, our monthly magazine exploring the identity, values, and lifestyle of the post millennial generation. People born after about 1995, the eldest of which are 19 now. We call them Generation Edge.
In this edition we explore Gen Edge's rebellious attitude. This is a generation that fully intends to speak out and shake things up. But it's not rebellion as we know it - Gen Edge has redefined it...
You've no doubt heard about Millennials (also known as Generation Y, born after 1980) for years now. ... Born after 1995, members of the emerging Gen Z are expected to become the dominant business influencers of tomorrow
Every generation has a shared set of experiences, values, and cultural flash points that come together to form distinct expressions of identity. To brush up on your generational differences, check out our latest guide.
Diverse Millennials find themselves up against a trifecta of pressures... however it is what they do under that pressure that defines who they are and where they are going. Meet the Hyper-Millennial... Visit our site for a free download.
Gen X were the slackers, the latchkey kids, the middle children of generations...but a funny thing happened on the way to Gen X at 50. They became the new middle, holding political and purchase power for themselves and their Millennial and Boomer relatives. Ignore them at your peril.
www.reports.sparksandhoney.com
Who are Baby Boomers today? This is the question that this annual report tries to answer. By summarizing and highlighting the most compellingconclusions of academic research, polls,and media on the subject of Boomer
trends, Sabi’s annual BOOMer Report attempts to define key characteristics of the Boomer generation, as it
stands, today. Taken together, we hope these trends will paint as clear a picture as possible of the Baby Boomer generation in America in 2015.
It is estimated that by the year 2014, 36% of the workforce will be composed of Millennials, rising to nearly 50% in 2020. Born between 1981 and 2000, Millennials are a generation of individuals raised with technology and motivated by progress. Unlike previous generations, these individuals are disrupting traditional business models and demanding products that connect them with the world. Speed, innovation and collaboration are the key tools needed by organizations in order to keep this generation engaged. This presentation will examine the factors that differentiate Millennials from other individuals, offer insight into the unprecedented impact this generation is having on the enterprise, and detail strategies that companies may employ to transform Millennials’ unique abilities into a competitive advantage in today’s workplace.
What makes the modern man tick?
Research from leading advertising agency JWT London reveals that being married or in a committed relationship is actually more important to men (85%) than it is to women (79%). And expressing emotion, long depicted as a sign of male weakness, is now not just something most men are comfortable with, it is actually a source of pride (62%).
Every year, planners at Y&R share a roundup of today’s most interesting trends and their inherent tension. This year’s North American Trends with Tension report takes on an array of topics from big data to PC culture to food fetishization.
Newton’s Third Law of Physics states “For every action, there is an equal and opposite reaction” – and Y&R’s Global Planning Director Sandy Thompson has found this to be true for consumer trends, as well. She and her global planners put together "Trends with Tension," a new report that examines how emerging trends tend to have two, oppositional sides.
Gen X is sometimes referred to as the “lost” or "grumpy" generation, this was the first generation of “latchkey” kids, exposed to lots of daycare and divorce. Known as the generation with the lowest voting participation rate of any generation, Gen Xers were quoted by Newsweek as “the generation that dropped out without ever turning on the news or tuning in to the social issues around them.”
Gen X is often characterized by high levels of skepticism, “what’s in it for me” attitudes and a generation with more debt than savings. They've gone from XTREME to XHAUSTED! Learn more about Gen X and what makes them tick.
The Sound explores the perceived fringes of culture to illuminate how emerging ways of being are shaping mass culture and changing the human condition.
FRINGESTREAM is a new way of thinking about mass behaviours and values.
FRINGESTREAM is when fragmentation becomes the new normal.
Mainstream culture used to represent the majority story..
In the pre-digital and pre- globalized world, mass culture dominated with fringe cultures existing only on the, er, fringes...often in direct opposition to mainstream values and behaviors.
Now things have changed. Living in a globalized and digital age, mass culture is now heavily inflluenced and shaped by fringe behaviors and ways of being.
FringeStream is the new Mainstream

Boomers are single-handedly re-defining what it means to age, giving rise to a brand new lifestage, 'The Second Act'. If you'd like a free PDF of BOOM! visit our site.
Right now, Gen-Xers are doing something utterly revolutionary that is going unnoticed: They aren’t getting “old” and they’ve flipped the entire aging paradigm on its head.
Welcome back to The Generation Edge series, our monthly magazine exploring the identity, values, and lifestyle of the post millennial generation. People born after about 1995, the eldest of which are 19 now. We call them Generation Edge.
In this edition we explore Gen Edge's rebellious attitude. This is a generation that fully intends to speak out and shake things up. But it's not rebellion as we know it - Gen Edge has redefined it...
You've no doubt heard about Millennials (also known as Generation Y, born after 1980) for years now. ... Born after 1995, members of the emerging Gen Z are expected to become the dominant business influencers of tomorrow
Every generation has a shared set of experiences, values, and cultural flash points that come together to form distinct expressions of identity. To brush up on your generational differences, check out our latest guide.
Diverse Millennials find themselves up against a trifecta of pressures... however it is what they do under that pressure that defines who they are and where they are going. Meet the Hyper-Millennial... Visit our site for a free download.
Gen X were the slackers, the latchkey kids, the middle children of generations...but a funny thing happened on the way to Gen X at 50. They became the new middle, holding political and purchase power for themselves and their Millennial and Boomer relatives. Ignore them at your peril.
www.reports.sparksandhoney.com
Who are Baby Boomers today? This is the question that this annual report tries to answer. By summarizing and highlighting the most compellingconclusions of academic research, polls,and media on the subject of Boomer
trends, Sabi’s annual BOOMer Report attempts to define key characteristics of the Boomer generation, as it
stands, today. Taken together, we hope these trends will paint as clear a picture as possible of the Baby Boomer generation in America in 2015.
It is estimated that by the year 2014, 36% of the workforce will be composed of Millennials, rising to nearly 50% in 2020. Born between 1981 and 2000, Millennials are a generation of individuals raised with technology and motivated by progress. Unlike previous generations, these individuals are disrupting traditional business models and demanding products that connect them with the world. Speed, innovation and collaboration are the key tools needed by organizations in order to keep this generation engaged. This presentation will examine the factors that differentiate Millennials from other individuals, offer insight into the unprecedented impact this generation is having on the enterprise, and detail strategies that companies may employ to transform Millennials’ unique abilities into a competitive advantage in today’s workplace.
What makes the modern man tick?
Research from leading advertising agency JWT London reveals that being married or in a committed relationship is actually more important to men (85%) than it is to women (79%). And expressing emotion, long depicted as a sign of male weakness, is now not just something most men are comfortable with, it is actually a source of pride (62%).
Every year, planners at Y&R share a roundup of today’s most interesting trends and their inherent tension. This year’s North American Trends with Tension report takes on an array of topics from big data to PC culture to food fetishization.
Newton’s Third Law of Physics states “For every action, there is an equal and opposite reaction” – and Y&R’s Global Planning Director Sandy Thompson has found this to be true for consumer trends, as well. She and her global planners put together "Trends with Tension," a new report that examines how emerging trends tend to have two, oppositional sides.
Gen X is sometimes referred to as the “lost” or "grumpy" generation, this was the first generation of “latchkey” kids, exposed to lots of daycare and divorce. Known as the generation with the lowest voting participation rate of any generation, Gen Xers were quoted by Newsweek as “the generation that dropped out without ever turning on the news or tuning in to the social issues around them.”
Gen X is often characterized by high levels of skepticism, “what’s in it for me” attitudes and a generation with more debt than savings. They've gone from XTREME to XHAUSTED! Learn more about Gen X and what makes them tick.
The headlines tell us about how Covid-19 has impacted businesses and the boardroom...but what about the bedroom? What's the number one biggest sexual behavior change expected post-COVID? Our quantitative exploration (inclusive of a proprietary survey) has illuminated an eye-opening new reality that is equal parts startling and hopeful. Enjoy our exploratory film and article here: https://www.thesoundhq.com/sex-in-the-time-of-covid-19/
How many Jobs-To-Be-Done exist when it comes to beauty and grooming? Turns out all those showers, shaves and new hairstyles really add up! Find out how The Sound can help simplify it all for you and your brand, using the Jobs to be Done method.
We know creative development research can sometimes feel like a way to kill great ideas. And we think that sucks. We’re here to make sure that doesn’t ever happen to you (again). Read on to learn how!
Human beings went from never sleeping in the same place twice to having home become the center of our lives.
Throughout this journey, home has steadily evolved – from a threadbare shelter to a high-rise penthouse, with each new cultural and technological development changing the meaning of what home is.
Now, home is changing again.
In the 20th century, the home became modern and took on quasi-utopian qualities. It moved from a structure built to ensure the survival of the family unit into a private oasis that separates what is yours from the world. A place where we can be our true selves and have some measure of control over our surroundings.
It is a place of rest and a respite from chaos. It is secure, private and above all else – dependable.
But over the last decade, the modern home has become destabilized, elusive, evasive, more constricted, less secure and broken.
At The Sound, we place individual experience at the heart of our work and expand outwards. So we put our feet on the ground on four continents, immersed ourselves in a wildly diverse range of households, explored the minutiae of home life and bore witness to inspiring stories of struggle, success and adaptation.
We’ve put our learnings into a lovely 50-page report for your reading pleasure.
Over the past year we’ve been taking notes on some fringe trends that have recently emerged or resurfaced. They relate to everything we do: what we eat, how we live, the technology we use and the culture we embrace.
Some have huge implications. Others are just incredibly weird. But all have some potential to disrupt the brandscape and make an impact on our lives.
It’s not good enough to simply understand the nature of disunity or recognize the value of empathy. We need to put our ideals and insights into practical action.
In FringesStream: Food India, we understand the latest movements impacting eating habits, ingredients and food occasions. Check this piece out to find out how India is exploring regional cuisine, reviving a more spiritual outlook towards food consumption and much more.
This month in our ongoing FringeStream series, our monthly magazine exploring how the fringes of culture are shaping mass behaviors, we're digging into the a topic that tempts us all: FOOD. In gaining an understanding of FringeStream Food, we've unearthed some interesting findings that recognize how the simultaneous celebration of food culture and turmoil of traditional food systems have led to mainstream confusion over what to eat. Find out how empowered groups are moving beyond our over reliance on over-processed convenience food to create new opportunities and an increasing Appetite for Conviction.
This month in our ongoing FringeStream series, our monthly magazine exploring how the fringes of culture are shaping mass behaviors, we're digging into the a topic that tempts us all: FOOD. In gaining an understanding of FringeStream Food, we've unearthed some interesting findings that recognize how the simultaneous celebration of food culture and turmoil of traditional food systems have led to mainstream confusion over what to eat. Find out how empowered groups are moving beyond our over reliance on over-processed convenience food to create new opportunities and an increasing Appetite for Conviction.
Welcome to our FringeStream series, our monthly magazine exploring how the fringes of culture are shaping mass behaviors. What happens when fragmentation, diversity and the choice to live differently becomes the new normal?
This month we explore Fallout Families, which challenges us to think about family structures differently and brings to life what new family norms look like, moving beyond the traditional - and increasingly outdated - model of the nuclear family.
Welcome back to The Generation Edge series, our monthly magazine exploring the identity, values, and lifestyle of the post millennial generation. People born after about 1995, the eldest of which are about 19 now.
In this edition we explore Gen Edge's critical point of view on education and its impact on their future and the future of the world.
Because these days reading, writing and arithmetic don't add up to anything...
What lessons can we learn from the people that are at the forefront of the creative revolution? What lessons can be gleamed from the cutting edge of modern day innovation? and how can we harness these lessons to improve our own companies, brands, advertising and marketing?
The Sound attended this years Fast Company: Innovation Uncensored event looking to find the answers to questions just like these. We heard from visionary speakers, creative masterminds and Fortune 500 CEO's. They spoke and we listened.
We got inside PepsiCo's playbook, heard about the new customer experience and learnt the secrets to building a cult brand. We heard about how to lead a creative company, why innovation is everything and how crowd funding will continue to disrupt well established industries - better yet, we synthesized the learnings and implications to share with you all.
Here they are, 10 carefully crafted lessons we think will benefit companies and professionals in any industry.
More from The Sound: Exploration Strategy Innovation (15)
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VANCOUVER . TORONTO . CHICAGO . NEW YORK . LONDON
AN INTRODUCTION - THE SOUND
A TEAM OF 32 STRATEGIC RESEARCHERS BASED IN ...
CALL US WHEN....
YOU WANT TO UNDERSTAND
YOUR BRAND - YOUR CONSUMER - YOUR COMMUNICATION
YOU WANT TO BE INSPIRED
BY YOUR CONSUMER AND THEIR WORLD
YOU WANT TO INNOVATE
IN REAL AND EXCITING WAYS
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3
“Our society is becoming a
‘femocracy’ in which men
and masculinity are being
marginalized. The game of
life is increasingly played
by women’s rules; success
and failure measured by
women’s criteria... In this
feminized society, men who
act like women are clearly
preferred to men who act
like men.”
Michael Buerk, BBC Journalist
‣ GENDER EQUALITY
- Gender equality is more of a reality than ever
before
- Males and females find themselves facing the
same challenges and opportunities i.e.
competing for the same jobs, under the same
pressures, have the same aspirations
- Shared financial, emotional and domestic
responsibility is a given vs. a luxury
‣ GENDER FLUIDITY
- Gender traits are no longer mutually
exclusive
- More acceptable for men to display
feminine qualities and vice versa
- Success is now much more dependent on
the ability to adopt feminine traits i.e.
compassionate, collaborative, sensitive
FROM BOYFRIEND JEANS, TO TINA FEY, TO LADY GAGA ... OVER THE PAST DECADE,
WOMEN’S INCREASING SOCIAL POWER HAS BEEN UNDENIABLE
THE CULTURAL PRESENT - THE FEMINIZATION OF CULTURE
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4
HOWEVER, WITH THE RISE OF WOMEN CAME ‘THE FALL OF MAN’ ...
As women’s social power increased and gender roles flattened, men were left wondering ‘What
does this mean for me?’
Social scientists coined it a male crisis!
Educators were convinced boys need to be saved!
Media tried to over-compensate for men’s loss in power!
What’s left is a series of social impressions (or misconceptions) of what it means to be a man in
the 21st century ...
THE CULTURAL PRESENT - THE DEMISE OF MAN
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THE COLLEGE DROPOUT
With 60% of college graduates
being women and 66% of Ds and
Fs being given to boys, educators
and congressmen launch national
‘Save Our Boys’ campaign
THE UNEMPLOYED MALE
Men hit by the ‘Mancession’ the
hardest, accounting for 82% of jobs
lost in 2009, resulting in a
unemployment rate of over 12%
"We're at risk of having a generation of young males who aren't well-connected to the labor market and
who don't feel strong ownership of community or society because they haven't benefited from it."
Dr. Catalano, Professor at the University of California
MEN ARE STUPID.. MEN ARE LESS EMPLOYABLE..
THE CULTURAL PRESENT - THE DEMISE OF MAN
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Ryan Seacrest
Emerging Adulthood - Millennials given
social permission to delay adult responsibility
until their 30s, with guys being the slowest to
leave the nest - 55% of men 18-29 live at
home with their parents
THE METROSEXUAL
With ‘Queer Eye for the Straight Guy’,
manscaping, David Beckham and the
murse, came a more image-conscious
man in the early 2000s
MEN ARE CODDLED.. MEN ARE..WELL LESS MANLY
“What used to be regressive weekends are now whole years in the lives of some guys.”
Dr. Michael Kimmel, Sociologist and Author of Guyland
THE MAMAS BOY
THE CULTURAL PRESENT - THE DEMISE OF MAN
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THE DOUCHEBAG
The emergence of The Douchebag brought
us Pauly D and Barney Stinson, glamorizing
self-serving, womanizing, hypermasculine
behavior
THE DUDE
MEN ARE PIGS.. MEN ARE IMMATURE..
“Men today refuse to grow up and that’s making it difficult for women to find a decent mate."
Kay S. Hymowitz, Author of Manning Up: How the Rise of Women Has Turned Men Into Boys
Man-movies like Old School and The
Hangover celebrated guys, hanging out with
guys, doing guy stuff - typically involving
rowdy, boisterous ‘man’s play’ that never
ended up well
THE CULTURAL PRESENT - THE DEMISE OF MAN
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THE DEAD BEAT DAD
Fathers depicted in media as ill-equipped
and domestically challenged i.e. Knocked
Up, The Family Guy, King of Queens ... always
late picking the kids up from school, fighting
off a man cold, and unable to change a
diaper if his life depended on it
MEN ARE IRRESPONSIBLE..
Fathers given a bad wrap for refusing
familial responsibility, resulting in an
increase in single mother households in
the early 2000s - 62% of custodial mothers
do not receive child support
THE IDIOT FATHER
MEN ARE CLUELESS PARENTS..
“Man has been the dominant sex since, well, the dawn of mankind. But for the first time in history, that is
changing ... The change in modern labor, from backs to brains, has catapulted women to the top of the
work force, leaving men in their dust.” Hanna Rosin, Author of The End of Men
THE CULTURAL PRESENT - THE DEMISE OF MAN
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CONTEMPORARY MEN REALIZE CULTURAL
PERCEPTIONS ARE FALSE, EXAGGERATED
AND INCOMPLETE DEPICTIONS OF MEN
OUT OF STEP WITH WHO THEY REALLY ARE,
WHAT THEY TRULY VALUE AND THE KIND OF
MEN THEY ASPIRE TO BE
“It is annoying overcoming some of the
stereotypes that people have about men,
such as being dumb, meathead jocks
who only care about sports and cars.”
THE MENINIST MOVEMENT
TODAY, MEN ARE FEELING
MISREPRESENTED ...
THEY’RE NOT PIGS..in fact they respect
women
THEY’RE NOT IMMATURE..in fact they
welcome responsibility
THEY’RE NOT EFFEMINATE..in fact they’re
just in touch with their emotions
THEY’RE NOT USELESS FATHERS..in fact they
are more devoted than ever before!
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67% of guys agree that
real men cry
UNLIKE PREVIOUS GENERATIONS,
CONTEMPORARY MEN HAVE THE
FREEDOM TO CELEBRATE WHAT IT
TRULY MEANS TO BE A MAN
‣ He no longer feels defined by societal
misconceptions..
‣ He no longer needs to subscribe to outdated
notions of masculinity..
‣ He no longer has to prove his ‘manliness’ to himself
or anyone for that matter..
‣ Contemporary men are just interested in being
themselves
- Feeling comfortable in their own skin
- Revealing the depth, complexity of their
character
- Embracing maturity and responsibility
- Doing the things their fathers didnt get a
chance to do
‣ Contemporary men appreciate the freedoms of
being a modern man..they’re just waiting for
society and brands to catch up!
“To be a real man, one must
be himself”
THE MENINIST MOVEMENT - EMOTIONAL AND STRONG
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67%ofguysagreethat
realmencry
THE CONTEMPORARY MAN LIKES TO
FEEL IN CONTROL, BUT WANTS TO
FEEL JUST AS COMFORTABLE BEING
OUT OF CONTROL ...
‣ Baring it all doesn’t make him soft or feminine ... it
makes him human
- Finds it ridiculous to continue subscribing to
old fashioned male emotionality for the sake
of bravado
- It is his expression of how he feels that
signifies his true strength as a man - shows he
is comfortable with himself, his vulnerability
- Being mindful only strengthens his
relationships with his mother, father, wife,
children
‣ However, he also relishes in the opportunity to
demonstrate his conventional masculine traits
- Enjoys being a resource for advice
- Desires to be perceived as strong and
reliable
“Men need to be emotional ... hiding your
emotions is not masculine. If you feel it
you have to be it. You MUST be
authentic!”
THE MENINIST MOVEMENT - EMOTIONAL AND STRONG
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“Our bond is stronger and the respect has grown.
We now admire each other for being men. Not
for running touch downs and getting sacks. We
now feel like brothers and enjoy letting each
other know how important we are to each other. I
guess with age we learn to value each other.”
HE NO LONGER NEEDS TO LEAD TO
BE SEEN ...
‣ The ‘alpha male’ is an outdated concept for
contemporary guys - the whole is always greater
than the sum of its parts
- Admire each other’s strength, realize how
each member can benefit the group
- No longer afraid to show male affection -
share intimate truths without fear of ridicule
or disapproval
‣ For previous generations, male group activities
were often an escape from the pressures of work
or home life
‣ Today, male bonding is a celebration of
manhood - a time to ...
- Recognize how far they’ve come as men
- Learn how to become better men in the
future
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THE MENINIST MOVEMENT - A LEADER AND A FOLLOWER
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87% OF GUYS REPORT THAT IF THEIR
PARTNER EARNED MORE THAN THEM, IT
WOULDN'T BOTHER THEM
HIS DREAMS ARE VAST BUT
CONSIDERED ...
‣ Contemporary men desire to make their passion
their career ... and not the other way around
- Not just about being a provider, but being a
contributor to culture, to change
‣ He wants to be inspired by what he does
everyday ... and inspire others along the way
- Dockers gives away ‘Man Grants’ to
encourage men do what they love
‣ However, don’t confuse him for an idealist
- He realizes the challenges the recession has
placed on his generation
- Understands putting his passions into practice
won’t be easy. It will be up to him to find a
creative way to define his own success story.
THE MENINIST MOVEMENT - PASSIONATE AND PRAGMATIC
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“It’s a man who looks to the past for inspiration
about what it means to be a man, taking the best
from that time and leaving the cultural garbage,
like sexism, racism, and homophobia behind.”
Brett Mckay, Author of The Art of Manliness:
Classic Skills and Manners for the Modern Man
CONTEMPORARY MEN AREN’T AFRAID
TO LOOK TO THE PAST FOR
INSPIRATION
‣ Whether it’s growing a beard, enjoying an aged
bourbon, wearing a 3-piece Brooks Brothers suit, or
getting a straight edge shave at the barber ...
‣ Contemporary men enjoy engaging in traditionally
masculine values, past-times and aesthetic as a
means to celebrate the essence of what it means
to be a man
- i.e. Relaunch of Levis Vintage Collection 2011 -
1901 501 Jeans, 1920s Two-Pocket Sunset Shirt
- i.e. Newsweek ‘Mad Men Edition’ - featured
retro-ads from brands like Allstate and Dunkin’
Donuts
‣ Serves as a means to differentiate themselves from
women ... but not in an insecure way
- He simply wants to connect to a more self-
assured time
- Disapproves of dated, sexist principles and
adopts traditional, wholesome values like
honor, integrity
THE MENINIST MOVEMENT - LIVING IN THE NOW AND
BORROWING FROM THE PAST
58% OF MEN MISS THE DAYS WHEN
SOMEONE’S WORD AND A HANDSHAKE
MEANT SOMETHING
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BEING A ‘GOOD PROVIDER’ JUST
ISN’T ENOUGH ANYMORE
‣ Contemporary men simply have different
priorities. They understand the breadth and
depth of what being a father truly entails.
- As much about being emotionally present
than it is about being fiscally responsible
- Want to be invested in every milestone, every
minute
- Wouldn’t feel any less masculine taking
paternity leave
‣ Choose to father differently than previous
generations
- Father with time ...
- Father with patience ...
- Father with heart ...
- Father with support ...
- Father with humility ...
‣ Don’t feel they deserve any special attention for
it either, just a part of being a parent
50% OF GUYS REPORT BEING A GREAT
FATHER AND HUSBAND WHO TAKES CARE OF
HIS FAMILY AS THE #1 CHARACTERISTIC THAT
DEFINES BEING A ‘REAL MAN’
“Being a man doesn't mean not asking for
directions! Seriously, being a man means
being a great dad and being responsible
to your family. ”
THE MENINIST MOVEMEN - PROVIDER AND A PARENT
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“Guys today are neither the mindless, sex-
obsessed buffoons nor the stoic automatons our
culture so often makes them out to be. Our
community is smart, compassionate, curious, and
open-minded; they strive to be good fathers and
husbands, citizens and friends, to lead by
example at home and in the workplace, and to
understand their role in a changing world.”
The Good Men Project
THE MENINIST MOVEMENT
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65% OF MEN FEEL THAT NO
COMMERCIAL PORTRAYALS
OF MEN ARE ACCURATE
the truth is ...
WHAT DOES THIS MEAN FOR BRANDS?
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MALE CONSUMERS
HAVE BEEN
INUNDATED WITH
COMMUNICATION
THAT HAS CONTINUED
TO RE-ENFORCE
GENDER STEREOTYPES..
BEWARE:
‘Masculine’ messaging
that portrays men as
insecure
WHAT DOES THIS MEAN FOR BRANDS?
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HOWEVER, SOME BRANDS REFUSE TO FALL VICTIM TO
OLD HABITS..AND OUR GUYS ARE TAKING NOTICE!
Dove Men celebrates him
feeling comfortable in his own
skin ...
WHAT DOES THIS MEAN FOR BRANDS?
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CHEVY ACKNOWLEDGES THE RELATIONSHIPS MOST
IMPORTANT TO HIM..
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Chevy spot: Son surprises his
father by refurbishing his old 65
Chevrolet Impala
http://www.youtube.com/watch?v=E_I9fyX0RhI
WHAT DOES THIS MEAN FOR BRANDS?
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WHAT DOES THIS MEAN FOR BRANDS?
GOOGLE CHROME RECOGNIZES THE ROLE HE PLAYS
AS A FATHER..
Google Chrome spot: Father uses the
web to document his daughter,
Sophie’s lie
https://www.youtube.com/watch?v=R4vkVHijdQk
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THERE ARE SOME KEY POINTS TO CONSIDER WHEN TALKING TO CONTEMPORARY MEN..
IT IS IMPORTANT TO RECOGNIZE WHAT IT MEANS TO BE A MAN IS CHANGING
AUTHENTICITY IS HIS MANTRA
He takes pride in always staying true to himself and gravitates to brands that are doing
the same. Encourage him to follow his passions!
HE REFUSES TO OVERCOMPENSATE
He is likely to reject hyper-masculine communication as he doesn’t feel the need to
prove his masculinity to feel secure.
HE EMBRACES MATURITY
Despite his appreciation for his youth he seeks out and celebrates maturity milestones.
Recognize his need to grow.
HE WANTS TO BE TARGETED IN AN EMOTIONAL WAY
He is comfortable with his emotions (and his expression of them!) and respects brands
who are secure enough to communicate to him on a deeper level.
WHAT DOES THIS MEAN FOR BRANDS?
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