The positive images of men They provide greater commercial advantages for campaigns than negative ones. Specifically, more than 37% in long-term brand value creation, according to recent research by Kantar. This is a fact that reflects the need for advertisers to rethink their relationship with the male audience in order to build a fair and positive cultural fabric.
This is indicated by the consultant in the report “Connecting with men: how brands can decode modern masculinity”, whose conclusions he shared on the occasion of International Men’s Day, which is celebrated today, November 19. It involves a global analysis prepared from other Katnar data sources, such as Link – a global campaign pretest base -, Brand Inclusion Index, US Monitor and qualitative analyzes in Brazil, Thailand, Turkey and the United States.
According to Kantar, the lack of representation is intersectional
One of the main conclusions of the research is that the conflicts related to masculinity and lack of representation They are intersectional, although there are groups in which they are more evident. The consultancy highlights three facts:
- 20% of LGBTQ+ men feel negatively represented by advertising, compared to 8% of non-LGBTQ+ men
- 30% of men with intellectual or learning disabilities feel underrepresented. The same happens with 20% of men with mental health problems and 16% of those with a disability.
- Two-thirds of the men who appear in the ads are under 40 years old, which is an underrepresentation of the elderly
Kantar has analyzed different ads based on the MGUM (Male Gender Antistereotype Metric) metric, which determines whether the depictions of men are a good example for others. Ads that score high on that metric perform better: 37 percentage points higher in long-term brand value creation and 21 percentage points more in the probability of generating short-term sales.
The categories with the least representation
The analysis points out that there are a series of commercial categories that are traditionally sexist and in which brands, by not integrating different masculinities in their messages and representations, run the risk of losing opportunities for connection and business. Cite the following:
baby products
Kantar claims that only 24% of pre-tested ads include men, which is a missed opportunity to attract the growing number of fathers who are actively involved in child care. In comparison, there is greater inclusion in ads for pet products (95% include men and women in the target).
Home products
As the consulting firm states in its report, the advertising industry is not keeping pace with the growth of men who assume more responsibilities at home. This is demonstrated by the fact that only 15% of pre-tested advertisements for household products collect the opinions of men. And this despite the fact that advertisements that present men as active responsible for domestic life arouse more interest and have greater resonance.
Personal care products
Men are increasingly interested in personal care, the result of a cultural change around masculinity. But the report states that despite 40% of men using skincare products, 91% of creative testing focuses solely on women.
In this regard, the consultant points out that brands have to rethink the way they address men, focusing on emotional well-being and physical self-care.
A social and business issue
From Kantar they remember that men are redefining your role, as a result of increased concern about mental health, the review of traditionally toxic behavioral models and the evolution of expectations in work and family life. In this sense, the consultant warns that the correct representation of men is not only a social issue, but also one of business performance.
“Men want to see a more authentic and nuanced image of themselves”
“Men want to see a more authentic and nuanced image of themselves. “Brands that abandon old stereotypes not only create stronger bonds, they drive real growth and positive change,” commented Carmen Dato, Director of Sustainability and Reputation at Kantar Insights. “Those who do not adopt a broader vision of masculinity risk losing ground to more progressive competitors”.
As an example, the report includes some advertisements that, in the last year, have made a positive representation of masculinity. In most cases, men are presented as caregivers and involved in the life and work of the home; but also proud to show themselves as they are. He cites, among others, the advertisements of Cadburyboth in Canada and South Africa; of bosch in Spain or Tena Men in the United Kingdom.
