FEATURE11 September 2017

He’s not the man he was

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FMCG Features Impact Trends UK

UK – The image of British – and global – male identity is shifting, in particular among millennials. This opens up opportunities for brands to connect with them in different ways. By Jake Goretzki of Crowd DNA  


Male identity is hot right now, in and beyond the market research sector – from UK grime and hip hop artist Stormzy’s musings on male mental health, to comedian Robert Webb’s forthcoming book How Not to Be a Boy. At Crowd DNA, we’ve developed a close interest in masculinity through working with clients seeking to remain relevant to a young male audience – in an age when men aren’t the ‘lads’ they were a decade ago. 

Of course, the debate about what makes a man isn’t new (remember the ‘new man’ and the ‘metrosexual’?), but it is especially visible today.

For Generation X-ers, often raised by feminists and moisturising since their teens, opining on male dilemmas still feels uncomfortable, frankly. We live in a patriarchy. Power is male; wealth is male; and the UK pay gap grants men a 9.4% bonus over women. Outmoded ideas of men as promiscuous risk-takers and women as meek and emotional remain ubiquitous. ...