June 5, 2013
‘The State of Men’
In 2013, men are becoming a different breed from the men of decades past. Our latest trend report examines shifts in male roles, behavior, attitudes and mindsets, focusing on how masculinity is being redefined today, how men’s role in the home is changing and how men are navigating the new gender order.
Masculinity was more clearly defined when “men were men,” as the phrase goes. Today, as gender conventions blur, men are formulating more nuanced ideas of what it means to be a man. The household in particular is becoming more gender-neutral as men both embrace a more active role and get pushed into it out of necessity. And as men’s place in the world vis-à-vis women shifts rapidly—7 in 10 men we surveyed see their gender as becoming less dominant in society—men feel they have it just as hard as women.
This report features data from a survey we conducted of 1,000 adults aged 18-plus in the U.S. and the U.K. from April 29-May 2, 2013, using SONAR™, JWT’s proprietary online tool. It also includes input from experts and influencers in male trends, as well as JWT planners and researchers around the globe. Check back here each Wednesday for the next few weeks to read the expert/influencer Q&As we conducted for this report.