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. ...