MAM
Report on Shemaroo

Leo Burnett study sheds light on global male identity crisis

MUMBAI: Leo Burnett Worldwide 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?'

 

 

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.

The study was presented by Leo Burnett Worldwide chairman and CEO Tom Bernardin, Leo Burnett Worldwide deputy chief creative officer Mark Tutssel and Leo Burnett Worldwide global planning director - beauty care and director of planning for Japan Linda Kovarik.

This study was done 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. 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," said Bernardin.

 

 

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 per cent 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. It’s a confusing time, not just for men, but for marketers as well as they try to target and depict men meaningfully," said Bernardin.

Metros vs. Retros

The study revealed the existence of a "New Male Spectrum," characterised on one end by enlightened, evolved, modern men - or 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 per cent of men define themselves this way: the majority of men surveyed (60 per cent) 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 per cent), followed by "Everyone laughs behind your back" (24 per cent) and "You’re stupid" (21 per cent).

Men may be less interested in money than happiness: The study participants overwhelmingly said that they’d rather have a job they love (73 per cent) v/s a job that pays well (27 per cent).

Men are torn when it comes to taking care of others v/s themselves: When asked about their ultimate male fantasy, those surveyed ranked "ending world hunger" (No. 1) and "being a world famous sports star" (No. 2) above "being married to a supermodel" (No. 3).

Study Conclusions

In light of these findings, the seminar offered several recommendations for marketers:

Embrace make 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 summarised 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.

The study was conducted by a team of Leo Burnett planners from around the network in 13 markets including Brazil, Mexico, Argentina, the UK, France, Germany, Italy, India, Russia, the US, China, Australia and Saudi Arabia. In total, 45 focus groups were held in which the agency talked to single men, men with families and older, “empty nester” men.

Quantitative research was conducted in four countries, including the US, France, Brazil and India. In each country a nationally representative sample of 500 men, aged 18-64, was interviewed. Examination of the data included a segmentation analysis, which included over 63 behavioral, lifestyle and attitude statements. Beyond its own research, Leo Burnett conducted interviews and reviewed secondary sources and published data.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/20/img_20042021_191824_800_x_800_pixel.jpg?itok=Bh6jZ7FY
Nestle India posts strong Q1 performance, net profit surges 14.6%

NEW DELHI: FMCG major Nestle India posted a strong performance in the opening quarter of 2021, reporting a 14.6 per cent year-on-year growth in its net profit. Beating estimates, its PAT stood at Rs 602 crore, up from Rs 525 crore in the year-ago period. Total sales increased by 8.9 per cent during...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/20/img_20042021_184957_800_x_800_pixel.jpg?itok=WNLwmSJl
Amit Jain named chairperson of MMA India board of directors

MUMBAI: MMA, formerly known as the Mobile Marketing Association, has appointed L’Oréal India managing director Amit Jain as chairperson of its India board of directors. Jain succeeds Priya Nair, who is the executive director – beauty and personal care at Hindustan Unilever. Nair will move into a...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/20/img_20042021_185406_800_x_800_pixel.jpg?itok=Zh6xdCC_
Havas Media Group launches study to understand IPL's impact on brand health

Havas Sports and Entertainment, which functions under Havas Media Group, in association with YouGov has launched Hi-CRICKET, a proprietary study to understand the impact of the Indian Premier League (IPL) 2021 in influencing brand health metrics across categories.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/20/img_20042021_124617_800_x_800_pixel.jpg?itok=QyOf8l_B
Hershey India onboards Rajeshwari Jayaraman as general manager - marketing

NEW DELHI: Hershey India has appointed Rajeshwari Jayaraman as general manager - marketing (category lead). "Excited about this journey... Onward and upward," she wrote on professional networking site LinkedIn on her new role. Jayaraman joins the company from Nivea, where she was serving as senior...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/20/img_20042021_123818_800_x_800_pixel.jpg?itok=FUKgHUaI
Kareena Kapoor Khan advises working moms to try the Qubo Baby Cam

MUMBAI: New mothers returning to work often find balancing career and primary caregiver responsibilities challenging. However, millennial moms are leaning upon technology to ease into the dual role of managing personal and professional responsibilities. Qubo – a Hero Group Venture’s collaboration...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/20/gshcok.jpg?itok=KkLzAgFf
IPL 2021: Casio G-Shock teams up with Rajasthan Royals

MUMBAI: Casio’s G-Shock range of watches has tied up with Indian Premier League franchise Rajasthan Royals as its official toughness partner. The tie-up kickstarts G-Shock’s formal association with competitive sports in India. The partnership provides a unique chance to tap into the individual fan...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/20/img_20042021_120857_800_x_800_pixel.jpg?itok=F9U7gP8_
Adidas inspires the world to ‘seeing possibilities’ through global film series

MUMBAI: Global sportswear brand Adidas has introduced the evolution of its long-standing brand attitude, Impossible Is Nothing. Told in bold, human films, Seeing Possibilities is about rebellious optimism, rooted in the purpose from Adidas in the power of sports to change lives.  

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/20/img_20042021_115619_800_x_800_pixel.jpg?itok=MKGgAozx
Puma India signs Washington Sundar & Devdutt Padikkal

MUMBAI: Global sports brand Puma has signed a long-term partnership deal with two up and coming players, Washington Sundar and Devdutt Padikkal. The duo joins Puma’s impressive roster of cricketers that include Indian captain Virat Kohli, wicketkeeper-batsman KL Rahul, women’s national cricketer...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/20/ias.jpg?itok=5favG10z
Global ad fraud rates dip in 2020, but brand risk on the rise: IAS study

NEW DELHI: As the world underwent a tectonic shift in 2020, sparking evolution in consumer behaviour, brands had to resort to innovative ways to target their TGs. With greater time spent at home, TV viewing increased, as did online video consumption and uptake of gaming, leading to people...

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required