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Male lifestyles & attitudes

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HONG KONG: Males born after 1990 have become almost as important to the growth of cosmetics in China as their female peers, analysts have uncovered.

Research Paper

This paper describes a research project for HERE, a global location data company, which wanted to understand why the majority of users of its smartphone location app were male and how it could better appeal to women.

Research Paper

This paper examines a new worldwide consuming male class that has arisen since the turn of the millennium: that of the 'Domestic Dude'.

Research Paper

In this paper the authors explain how they investigated the issue of gender and the media in the UK, looking at how the audience feels about both the amount of coverage of men and women and their views on the quality and character of portrayal on TV, radio and online.

Article

This article reveals how Nike, the sportswear brand, successfully adapted its core brand proposition of 'Just Do It' to very diverse cultures.

Article

This article explores the dual aspect of Korean society in which one side is gender defined, and the other is gender neutral, and how are brands responding to this.

Article

This article describes the best practices and principles to keep in mind when marketing to men, a group changed by recent history; ideas of masculinity and roles in society have changed - marketing must change also.

Article

This event report details cleaning brand Clorox's attempts to move beyond targeting mothers with "lily-white sheets" and engage new audiences, including millennials and men.

Article

This article gives an overview of affluent consumers around the world, who are more likely to be male, aged 25-34 and married.

Article

This report sets out a model for cultural comparison based on different concepts of the 'ideal man' from around the world.

Article

This event report shows how Playboy, the men's magazine and online publisher, drove huge growth in its digital traffic - especially among millennials - by adopting a "safe for work" policy on the web.

Article

In this extract from Uncommon Sense, Common Nonsense, Jules Goddard and Tony Eccles explore the concept of the double bind as presented to employees in business every day.

Article

This article analyses 'super viewers' of online videos in India, where viewership has increased 100% since 2011.

Article

This article examines the automobile 'super consumer' in India, defined as those who are interested in and purchase top-end variants.

Article

This article summarises a study of 10 countries into how young men are shopping for personal care and grooming products, finding that they are becoming increasingly engaged in the industry and are more likely to be influenced by advertising than women.

Research Paper

This paper analyses gender identity and gender representation in the UK media, helping the BBC, the broadcaster, to better serve its audiences.

Article

This event report looks at the story behind the development of a campaign that won top honours in the 2014 IPA Effectiveness Awards and offers some useful advice to planners.

Article

This article describes 'eSports', a new spectator 'sport' that revolves around video games, and explains the opportunities for sponsorship available to brands.

Article

This event report argues that scarcity has been a key factor behind the success of "The Most Interesting Man in the World" campaign from Dos Equis beer.

Article

This event report describes how Sky, the UK television broadcaster, has developed technology which allows advertisers to better target households by demographics.

Article

This event report explains how Gillette, the male grooming line owned by Procter & Gamble, is seeking to move "beyond the face" as men's shaving habits change.

Article

This report analyses snacking trends and behaviours from around the world, providing valuable insights for snack manufacturers.

Article

This event report outlines how Doritos moved beyond the annual success delivered by its user-generated "Crash the Super Bowl" commercials to create a year-round bond with millennial males.

Article

This event report discusses how Harry's is seeking to transform the shaving experience - and thus disrupt the entire category.

Research Paper

Prior research suggested that males are more selective information processors and females are more detailed processors, but effects on advertising attention and attitudes have been largely unstudied.