June 28, 2013
Data point: For men, life feels harder
For years men have been losing ground or becoming less essential, whether it’s the widening education gap between the genders, the rise in women choosing to have children on their own, or the shift away from manufacturing-based economies. With men becoming less dominant in society, they believe it’s harder to be a man today, as we discuss in our latest trend report, “The State of Men.”
According to a recent survey we conducted in the U.S. and the U.K. using SONAR™, JWT’s proprietary online tool, a majority of men feel life in general is harder for men—just 1 in 5 say life is easier today—and various aspects of life seem harder too. Many women aren’t empathizing; they’re not nearly as likely to see things as harder for men. By the same token, while 70 percent of men we surveyed say that men are becoming less dominant in society, only 56 percent of women believe that. Meanwhile, 8 in 10 men agree that, “While people are always talking about how difficult women have it, things are just as hard for men.”
As our “State of Men” co-writer Marian Berelowitz notes in a Good column, while “a culture where male privilege is baked in hasn’t altogether disappeared … [men] may just need more help than we realize if they’re to succeed.” Whether with humor or a more straightforward approach, marketers will need to acknowledge that life feels harder for men and show how their brand can help, or take steps to provide extra help.