Leo Burnett Worldwide has unveiled the results of a proprietary
global study of men's attitudes and values at the Cannes
International Advertising Festival in its seminar, "Metros Versus
Retros: Are Marketers Missing Real Men?"
In preparation for the seminar, the agency interviewed more than
2,000 men in 13 countries to explore the evolving state of
masculinity around the world and explain the opportunities and
challenges for marketers. Presented by Tom Bernardin, chairman and
chief executive officer, Leo Burnett Worldwide; Mark Tutssel,
deputy chief creative officer, Leo Burnett Worldwide; and Linda
Kovarik, global planning director - Beauty Care, Leo Burnett
Worldwide and director of planning for Japan; the seminar turns the
gender table around following Burnett's 2004 Cannes presentation on
advertising to women, "Miss Understood - She's Not Buying Your
Ads."
"There has never been a more relevant time to reassess the state of
masculinity, particularly as it affects buying patterns and trends
in global marketing," said Bernardin. "While the world has been
focused on women, men have been undergoing some significant changes
of their own. An equally comprehensive look at men is long overdue,
and it was our goal in Cannes to help put things in perspective.
The last thing we want is to look back in ten years and find that
we have unwittingly created the same clichés that female
advertising is riddled with."
Identity Crisis
Overall, findings from the Leo Burnett Man Study highlight the
disruption of men's sense of identity due to profound social and
structural changes taking place across the globe. The study
confirmed that men in most parts of the world are unsure of what's
expected of them in society, with half of those surveyed saying
they felt their role in society was unclear. Additionally, a
stunning 74 percent said they believe the images of men in
advertising are out of touch with reality.
"As the world is drifting toward a more feminine perspective, many
of the social constructs men have taken for granted are undergoing
significant shifts or being outright dismantled," said Bernardin.
"It's a confusing time, not just for men, but for marketers as well
as they try to target and depict men meaningfully."
Metros vs. Retros
The study revealed the existence of a "New Male Spectrum,"
characterized on one end by enlightened, evolved, modern men" what
have been popularly dubbed "metrosexuals," and on the other end,
entrenched, more traditionally masculine "retrosexuals" who cling
steadfastly to stereotypical male behavior. Both groups are engaged
by the gender debate and see themselves in terms relative to women:
either they're more like women (Metros) or they're aggressively
asserting their difference from women, (Retros).
The agency cautioned marketers against becoming fixated on these
men who are adapting -or not- to women's new power and influence in
society. According to the Man Study, fewer than 40 percent of men
define themselves this way: the majority of men surveyed (60
percent) aren't caught up in this gender debate and live by a more
traditional set of standards for assessing their masculinity. This
larger group is more focused on defining themselves in the eyes of
other men, largely by seeking respect and admiration for being
successful in their professional life on one end of the spectrum,
or their personal, family life on the other. The study dubs these
men on the "Traditional Male Spectrum" as Power Seekers and
Patriarchs, respectively, and contends they are largely overlooked
by popular culture, the media and marketers.
Surprising Findings
In assessing men's attitudes and values, the study also uncovered
some surprising findings. Men may be more sensitive than we give
them credit for: the greatest insult to a man, according to those
surveyed, is that "he'll never amount to anything" (29 percent),
followed by "everyone laughs behind your back" (24 percent) and
"you're stupid" (21 percent). Men may be less interested in money
than happiness: study participants overwhelmingly said that they'd
rather have a job they love (73 percent) vs. a job that pays well
(27 percent). And they are torn when it comes to taking care of
others vs. themselves: when asked about their ultimate male
fantasy, those surveyed ranked "ending world hunger" (#1) and
"being a world famous sports star" (#2) above "being married to a
supermodel" (#3).
Study Conclusions
In light of these findings, the seminar offered several
recommendations for marketers:
EMBRACE MALE COMPLEXITY: There's more to men than many of the media
clichés and stereotypes suggest.
ANTICIPATE MALE ADAPTATION: Men are adapting all around the world,
even in traditional societies and developing markets. It's part of
how they cope with change.
LET THE PRIMAL MAN OUT TO PLAY: It's okay to indulge a man's sense
of masculinity. This encompasses everything from using sex as a
marketing ploy to locker room humor.
GRAB'EM BY THE BALLS: Create smart brand positionings and
provocative imagery that register with a uniquely male point of
view.
STOP LOOKING IN THE MIRROR OF TODAY: We need to consider how the
changes in society are affecting changes in men. Advertising stays
relevant by reflecting the zeitgeist.
Bernardin summarized the presentation as a wake-up call to the
industry and at the end of the seminar, reiterated that marketers
will miss real men if they don't tune in to how they are adapting
to society's changes. He also encouraged the men in the audience to
share their attitudes by taking the Leo Burnett Man Study.
Additional findings will be unveiled during Advertising Week in New
York City in September 2005. To take the online survey and learn
more about the findings from the Man Study please visit:
www.leoburnett.com/manstudy.