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 scrutinise their messaging.
Men are defined as those aged 18+ years.