The traditional notions of the roles of men in society are changing as men become more comfortable expressing their individualities and emotions. Men are also seeking more information on categories that historically have lower penetration among male shoppers. This behavioural change is happening globally, but cultural differences between countries should also be considered by manufacturers and marketers. At a time where social forces such as the #MeToo movement are in full flow, brands need to carefully scrutinize their messaging.


Men are defined as those aged 18+ years.

Key insights

1. Advertising has issues of male stereotyping to address as well as female ones

According to a global 2019 analysis by Kantar, vast majority of marketers reckon they’re doing well when it comes to depicting both genders in positive role models but almost half of consumers say advertisers are still showing men and women in ways that are not appropriate. The lack of aspirational portrayals is seen as worse for men than for women, with only 35% seeing men shown in a way that makes them think highly of the character.