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Men are males aged 18 and over. In recent decades, ideas of masculinity and men’s role in society have changed in many markets, with advertising strategies changing as a result. Men are now seen as willing to discuss once-taboo subjects such as mental health and sexuality. Men are no longer defined as breadwinners, but are accepted as individuals who are fathers and husbands juggling children and career. Men are generally held to be receptive to humour in communication.

Key Reading

Important papers from across the Warc database

This TNS report sets out cultural comparisons based on different concepts of the 'ideal man' from around the world. It argues that the brands most likely to win are those closely aligned with consumer needs – rooted in distinct cultures.
Best Practice paper offering practical tips, examples and recommended reading on men.
Results from a study of 10 countries looking into young men and personal care brands.
Research measuring gendered emotional responses to ads by creative approach.
Euromonitor's global report analyses both attitudes and the implications for marketers.

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