Connecting with Men – Decoding Modern Masculinity in Today’s World

Recommendation: Map daily reality and ask them what matters, then craft authentic messages that align with that reality rather than stereotypes.

kantar data from a thousand interviews across multiple markets shows that men rate concrete outcomes, which matter more than bravado; they value content that reflects practical routines, family responsibilities, and the impact on their lives. The insight is a reliable source (источник) that brands should heed when building campaigns that speak to them.

To translate these findings into action, focus on three pillars: authenticity, respect for women, and practical ideals. Brands that narrate change rather than performative bravado earn time and trust; the opportunity to build lasting bonds exists for those who listen and adapt.

Practical steps: map segments by life stage, test content in real contexts, partner with voices from diverse backgrounds, and measure outcomes against reality metrics rather than vanity metrics. Use language that avoids jargon, relies on concrete tasks, and draws on through real customer stories. The word you choose can signal authenticity; align every claim with observable results. The kantar analysis, drawn from a thousand interviews, points to a path where authenticity and opportunity coexist, but real understanding comes from listening to them and tracking impact over time, rather than chasing trends.

Outline: Connecting with Men

Recommendation: Name three core segments in your market, craft authentic messages for each, and test three channels to measure reach; aim for a 15% lift in engagement over two quarters without resorting to clichés.

Three-step outline to implement: name the category segments; define the ideals and the notion each segment holds; deploy a time-bound content plan that invites feedback from experts and tracks response.

Step 1: name strategy Assign clear labels to three category segments in the market, for example pragmatic shoppers, brand enthusiasts, and values-led buyers. This labeling enables precise language, offers, and cadence down to the word choices.

Step 2: align to ideals and notion Map what each category seeks in a purchase–whether time saved, status gained, or reliability–using authentic storytelling that communicates tangible benefits. Show how brands deliver value across shopping experiences, and keep tone concise and credible.

Step 3: channel strategy Reach the audience through three primary routes: owned content, partner networks, and experiential events where authenticity is demonstrated. Tailor visuals and proof points so each channel mirrors the per-category benefit and avoids stereotypes.

Measurement play: Track concrete metrics including average order value, conversion rate, and a thousand data points per month from tests across categories. Analyze which channel yields best return for each segment to guide budget and time allocation.

Content tactics: Prioritize concise headlines, practical benefits, and real-user stories. Emphasize authenticity and avoid jargon; ensure visuals depict real scenarios that match the shopping context, whether the buyer acts alone or with others.

Naming and language guardrails: Keep labels stable for a quarter before refining; ensure every copy states the value, includes a name reference, and ends with a direct call to action aligned with the audience’s current path.

Result: a practical outline that brands can apply to reach a male audience by focusing on authenticity, clear benefits, and measurable outcomes while honoring diverse shopper profiles across market segments.

What’s next for brands: emerging signals, segments, and tactical pivots for men’s audiences

Recommendation: launch a gender-specific, authentic pilot across three segments, allocating a thousand-dollar test per segment to validate messaging, product formats, and distribution. whats matters here is authenticity, not hype. Tap experts early, rely on doing, and shift quickly based on reality-based feedback. Build a clear segment name and establish источник for metrics to ensure a single source of truth.

Signals to monitor include shifts in grooming routines, demand for concise, gender-specific SKUs, and premium ingredients delivered via frictionless shopping. Over these times, fragrance and skincare lines that support quick rituals gain traction. Insights from millennials mirror reality on the market and should drive piloting.

Segment map: Millennials who value quick grooming rituals; professionals in fast-paced environments seeking efficiency; enthusiasts drawn to haircut culture; price-sensitive buyers who respond to transparent ingredients.

Pivot tactics: replace broad reach by affinity-based content; co-create products using credible experts; emphasize authenticity via short-form storytelling; stage pilots in e-commerce and select stores.

Channel mix: short-video on social, experiential moments in stores, dedicated shopping pages, push notifications, and SMS opt-ins; ensure gender-specific SKUs appear under a consistent naming system; calibrate creative by segment. That informs strategy.

Measurement plan: run thousand-dollar tests, track engagement, time-to-purchase, and repeat purchases by segment; apply quick A/B tests, learn what resonates, then scale results across markets.

From the data, brands gain trust, people feel understood, and connection deepens.

Why masculinities matter to marketers: concrete implications for positioning, product, and media choices

Recommendation: Define three frames that reflect masculinities and align them to core shopping moments. Translate the notion into a clear marketing statement that guides products and content actually used by the audience, including everyday things they buy. Use language grounded in real purchasing behavior, avoiding stereotypes. Experts say authenticity beats loud signals, so engagement grows when marketing speaks to people’s needs rather than myths around masculinities. Choose the right word around each frame to ensure consistency across channels. The approach does not rely on hype.

Positioning should portray the multi-faceted nature of contemporary masculinities as practical, caring, and curious. For each frame, craft a “statement” that someone can recall at checkout or during browsing. The message should travel through the audience’s daily routine, not as bravado but as useful support. The impact lies in choosing channels that allow nuance; avoid heavy aesthetics that portray archaic notions; instead use real-life scenes around grooming and self-care. This proper approach follows years of oversimplified signals. times have shifted toward sensitivity and inclusion; still, there’s room for assertiveness, provided it is anchored in reliability. In addition, messages should reach them without compromising warmth.

Product design and packaging should reflect these frames: modular grooming sets, simple ergonomics, and clear usage guidance. For routines such as shaving or haircut maintenance, ensure tools and products demonstrate relevance and safety, and copy communicates steps and outcomes to the audience. The way care is portrayed around grooming should lean toward calm confidence rather than bravado. Proper materials and scents signal self-care as a routine, not a performance, while still appealing to someone who values reliability over flash. When creating ranges, ensure each product line feels like a natural extension of the frame rather than a generic add-on.

Media choices should aim for engaging stories across formats and trusted voices. Each piece invites the audience to see themselves in the frame. Use experts and real customers to illustrate routines; avoid over-dramatic aesthetics. Choose content aimed at debunking myths rather than enforcing stereotypes. Test formats–short clips for mobile and longer case studies for streaming–then measure engagement, sentiment, and time spent. The content should present concrete steps, not vague ideas; include demonstrations, such as shaving techniques or haircut maintenance, and monitor actual lifts in recall and consideration. When a brand serves as a source–источник of practical guidance–it earns higher audience trust and conversion.

Measurement should track concrete signals: engagement rate, time spent on content, and sentiment indices across frames. Use a source of truth labeled as источник data from surveys, panel shopping, and online feedback. Compare lifts in consideration and purchase among audiences who saw the content aimed at each frame. Finally, adjust assets in cycles of several weeks; someone from the marketing team should own a living content calendar to ensure programs stay aligned with evolving notions of masculinities.

How are brands’ relationships with men evolving: from tokenism to authentic dialogue and trust-building

Adopt a year-long dialogue program anchored by a worldpanel of diverse male voices. Use insights to shape grooming, shopping, and self-care messaging, and embed learnings into a living strategy that tracks engagement and trust across years and touchpoints. This creates opportunities to reach around communities, positively influence beliefs, and translate whats heard into action that actually helps them.

What matters is dialogue that feels authentic, not a one-off stunt. Consumers are less tolerant of token gestures and more likely to respond positively when brands listen, reflect back, and act on what they heard. Asking whats matters to them helps brands close the loop between listening and action that actually leads to change and trust.

1. Worldpanel setup: assemble a worldpanel of diverse voices across ages, backgrounds, and regions to inform grooming, shopping, and self-care needs. They themselves drive the line between insight and impact; schedule quarterly sessions to surface statements, then translate those into concrete actions that evolve over years.
2. Strategy and governance: translate insights into a formal strategy with clear beliefs and commitments. Publish a public statement of intent, then deliver on it with measurable milestones; report progress in regular updates and adjust when signals indicate misalignment with user expectations.
3. Content and tone: craft engaging stories around everyday routines, challenges, and growth. Prioritize practical tips over aspirational fluff, and use language that respects gender nuances without stereotypes. Build a content mix that speaks to millennials while remaining relevant to broader audiences, ensuring every word supports trust and openness.
4. Shopping and product experience: align product lines and packaging with real needs, including privacy in sensitive moments and transparent labeling for grooming and self-care categories. Use personalisation that respects boundaries; offer opportunities to ask questions and receive clear answers, turning interaction into a positive habit rather than a one-off encounter.
5. Measurement and iteration: track engagement, reach, sentiment, and behavior change across channels. Compare performance against baseline and look for uplift in loyalty signals over time; use worldpanel feedback to refine offers, words, and timing, ensuring every update is grounded in what actually matters to users.

Brands that shift from one-off stunts to sustained dialogue tend to see higher sentiment and stronger long-term loyalty. In practice, this means treating every touchpoint as a chance to reinforce a trustworthy relationship, not as a standalone opportunity. Over many years, this approach reduces friction in the shopping journey, increases willingness to try new grooming or self-care offerings, and expands opportunities to convert interest into action, which strengthens trust and growth.

How to create a successful men’s brand you don’t want to miss

Define the base audience and deliver a single authentic value statement theyre willing to pay for. The approach must be clear, practical, and actually testable across audiences; many segments still respond to a direct promise of quality and function, not fluff.

Craft a 12-month strategy anchored to three pillars: quality goods, authentic storytelling, and an engaging community. Theyre not just campaigns; they’re a system for growth that can be measured across channels.

Visual identity includes haircut-inspired silhouettes, neutral palettes, and tactile packaging. The look looked consistent across touchpoints, reinforcing base identity and helping the brand stand apart.

Pricing strategy: charging a premium based on quality signals; communicate value rather than discounting. When someone sees value, theyre more likely to engage; keep the offer tight and avoid diluting a mens-only identity.

Content should be engaging and educational, not flashy. Demonstrate the notion of growth and evolving self through stories about gear, grooming, and routines. Show the role the brand plays for male consumers in their day-to-day life and how theyre taking steps to upgrade themselves.

Step	Action	Metrics
1	Validate base audience and authentic value statement; align messaging	retention rate, message resonance
2	Establish mens-only branding cues: haircut silhouettes, color, tone	brand recall, avg time on page
3	Launch limited drop to test responsiveness and reach	CTR, conversion, social engagement
4	Scale with partnerships and content; refine pricing through charging strategy	LTV, CAC

What does good engagement with men look like: tangible tactics across channels and formats

Recommendation: Build a mens-only content line that is tested against market realities, then scale to broader audiences. The strategy should stand on real stories, practical steps, and measurable outcomes, creating clarity about what audiences expect.

Channel tactics across formats: use short-form clips (15-30s) and carousels that break things into 3-5 steps, with grooming demos and cerave tips tucked into authentic routines. Mens-only live sessions provide quick validation, while repurposing content across other owned channels keeps the line consistent and engaging for audiences. This approach usually yields faster feedback than long-form formats alone.

Formats that perform: 10- to 20-minute videos on routines, podcasts with real stories, and newsletters with checklists. Use worldpanel insights to align topics with reality in the market, avoiding over-idealized ideals. Creating practical guides helps audiences see tangible benefits, increasing engagement and resonance for the audience day to day.

Testing plan: set a calendar for line-level tests across channels, check assumptions about motivations, and measure time spent, saves, shares, and comments. Do small pilots, then scale what showed the strongest signals; this approach helps avoid overpromising and ensures doing the right thing for the audience.

Creativity and role: invite diverse voices to challenge stereotypes, use storytelling to reveal routines, and let creatives push beyond clichés while staying anchored in reality. Testing is part of the process, and findings should inform the next round of content, adjusting the role of the host or narrator as needed.

Measurement and governance: monitor engagement metrics and qualitative signals; use worldpanel and other data sources to calibrate topics, cadence, and formats. Tie outcomes to product interest or trial, and finally adjust the line and tactics based on what audiences looked for.

Operational tips: build a simple content calendar, align crews across paid, owned, and earned, and maintain a mens-only testing track while rolling out to other groups. The market responds much better when content is practical, not preachy, and when it consistently shows real grooming routines with a credible pace for learning.