A study titled “The Language of Men study” was recently conducted to find out how men today think and communicate with each other regarding issues that are important to them as well as modern day marketers. 900 men were surveyed from ages 18-49 with a mix based on race, income, and education levels. The results of this study show that men have evolved from a generation ago.
It was shown that 69% of men report that they are increasingly comfortable talking with other male friends about personal issues such as love, relationships and health. 28% wish they could be more honest, while 6% say that they do not openly talk about their personal issues at all. Additionally, 46% of men claimed that their time is spit evenly between male and female friends.
Males who range from 18-25 years old are emerging as the new traditionalists and are expressing beliefs and values more associated with previous generations. 23% of New Traditionalists believe that men are still expected to be providers and protectors, 40% said that it matters whether or not men are the breadwinners in a marriage, 28% have been more likely to think that the “strong, silent” stereotype applies to them, and 67% believe that it is not necessarily OK to be vulnerable about their looks with friends.
So, how does this apply to marketers?
It can be very difficult for marketers to be able to find the right language that resonates with your target audience. By looking deeply into this study, you can discover new insights into the way that men think, behave and communicate. For any marketer trying to reach men, this data is very helpful to see how men communicate and how they prefer to be communicated to.