2012 H1 Macro Brief

New Gender Norms

Modern Man
The idealized man of the past remains a reference for modern masculinity, but a global understanding and acceptance of change and progress plays a big part in a new definition of a man. The modern man is now a gentleman, a scholar, a comedian, a strongman, and an athlete, all with a kind heart. While older

demographics would be expected to reference a more traditional interpretation of what separates the sexes, the definition of masculinity broadens when the Millenial generation is put on the spot. These young people consider gender differences to be characteristics of society as a whole, rather than something that hinders ones choices in life.

Submissions Deadline: November 11, 2011

This Macro Trend is supported by the Mini Briefs Workforce, Modern Man, Women Today and Relationships. Please contact your Art Director or Art Editor if you wish to shoot towards any of these Mini Briefs.

42-21861896 Motofish Images

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Good taste and style remain hallmarks of the urban male, but inspiration is often drawn from beyond the city limits, places where real men dwell. Strength and ability match intelligence and empathy as traits defining the modern man. Many of the mentors and style icons of perfect men remain defined by pop-culture, sports, classic cinema and action films. As these references become diluted by the avalanche of modern media, an idealized man is still looks great and is tough, but will always hold the door open. Metrosexuals had their day and have been predictably replaced in current advertising by a somewhat clich definition of machismo and quest for manliness. With this in mind, this revised idea of a modern man in advertising is often handled with humor and over-the-top references to strength and ability. Men will always respond to humor Modern Man Over half of men consider traits such and the ridiculous. Men are becoming aware of their domestic short-comings as hes getting better at taking out the trash, cleaning the house, shopping for groceries and cooking. More men can be found in the kitchen, stirring up culinary delights for their partners and families. Partly due to recessionary financial pressures and job losses, evening meal preparation becomes another domestic duty transferring to men. The idea of a man in the kitchen unable to maneuver a frying pan is becoming a distant clich as more men learn that the ability to prepare good, healthy food is in fact a manly pursuit, and worthy of recognition. Cooking doesnt have to be tough and a man doesnt necessarily have to be tough to pull it off. A modern gentleman will now be able to give instructions on how to change the oil in a car as well as advise on the best way to saut shallots and scallops. Reality television
42-27407269 Rana Faure 2012 H1 Macro Brief

New Gender Norms

as empathy, teamwork and communication to be more important to successful careers than typically masculine traits such as aggressiveness and competitiveness. While men think of traits like adventure, power, freedom, independence and wisdom as masculine, women also consider traits such as family, sensitivity, fun, faith, happiness, love, passion and spontaneity are descriptive of men. Young fathers view gender equality as obvious, as this group is very aware that their partners will most likely be an equal wage earner, have an equal education and be equally concerned about career advancement and lifestyle. 90% of men and women are looking for flexible work hours for a better work-life balance, but most men use a more informal flexible schedule, taking some time off when needed, rather that ask for a formal flexible schedule arrangement. Parents, equally, want to spend more time with their children. Stress related to work and family hasnt abated. A recent survey found almost 50% of fathers would be willing to take a cut in pay to be able to spend more time with their kids. To even consider taking the plunge in the first place is a big deal, as the young modern man feels that marriage is best put off until financially security is there. The single lifestyle remains an important part of the Millennial generation, as well the idea of pursuing a partnership rather than marriage. Co-habitation is fine, as long as someone actually does the dishes.

of fathers would take a pay cut for more time with their kids.

50%

featuring charismatic and grumpy chefs have further given backup that cooking isnt about gender, its about who is the best at using the tools in the kitchen. A health conscious guy looks at food and fitness as a way to improve ones mental and physical well being. Exercise, a healthy diet and downtime all play a role in his lifestyle choices. The modern guy isnt necessarily young. He just pays attention and perhaps has always been an advocate of gender equality. Trying to be everything to everyone may also be a new pressure being felt by the average modern guy. Globally, there is an ongoing decrease in gender inequality, which undoubtedly is influenced by the changes being lead by progressive citizens in progressive nations. Global change is often slow, and nondemocratic societies will provide plenty of obstacles for a gender-blind world, but taking into account the rapid adoption of social media, mobile phones and the ever-increasing reach of the internet and information, can a level playing field really be that far away?

2012 H1 Macro Brief

The might of men remains often measured by financial and career status that most men cannot achieve.

New Gender Norms

The future for men looks a little rocky, but hes strong enough to put on a brave face. The might of men remains often measured by financial and career status that most men can not achieve. Men held about three quarters of the jobs lost during the recession, and men are now earning only two degrees for the three earned by women. Men now only dominate two out of twelve positions that are expected to grow significantly in the future: construction and accounting. But thats not necessarily bad news, as traditionally women dominated occupations, such as teaching and nursing, will face labor shortages if more men do not consider entering these fields. Recent graduates, both men and women, are having difficulties finding fulltime work, or work relevant to their education. Economic realities continue to steer careers and education choices and it looks like once gender defined careers might be an easy in.
Achievement Authenticity Balance Busy Change Choice Confidence Determination Downtime Endurance Exhausted Fatherhood Friendly Fun Future Generations Growth Inspiration Intelligence Leadership Masculinity Maturity Modern Nonconformity Nostalgia On the go Overworked Parenthood Possibility Pride Real people Respect Romance Simplicity Solitude Strength Truth Unexpected Wellness Wisdom

Dont expect the modern man to be openly shedding a tear any time soon, as the new idealized man is still masculine and strong. Hes becoming a big thinker, and as society continues to morph and evolve, sharing, acceptance and understanding become the mark of a true man. Now he just has to get better at it. What This Means to Imagery Its not a surprise that the modern man is being defined by the attitudes and actions of a new generation of young people entering the workplace and becoming voters. The new take on masculinity still references traditional sources such as film and sports icons, but there is a big change brewing in domestic routines of contemporary relationships. The single lifestyle, co-habitation, flexible work schedules, entrepreneurial pursuits, modern love and an ongoing loss of gender defined career choices are all factors that define the new man. Consider a look at the how the Millennial generation is preparing for the future, and how older men define their role in society. Portraits and lifestyle imagery should explore what this new man looks like. Examine themes of individuality, generations, work-life balance, athleticism, non-traditional work roles, romance and friendship themes. Images should reflect the diversity of our society. Masculinity means much more than strength and good looks.

42-19133315 Tony Latham

H2 2011 MaCRo BRief neW GendeR noRMS MODERN MAN foR illUStRation PURPoSeS onlY

H2 2011 MaCRo BRief neW GendeR noRMS MODERN MAN foR illUStRation PURPoSeS onlY

H2 2011 MaCRo BRief neW GendeR noRMS MODERN MAN foR illUStRation PURPoSeS onlY

H2 2011 MaCRo BRief neW GendeR noRMS MODERN MAN foR illUStRation PURPoSeS onlY

H2 2011 MaCRo BRief neW GendeR noRMS MODERN MAN foR illUStRation PURPoSeS onlY

H2 2011 MaCRo BRief neW GendeR noRMS MODERN MAN foR illUStRation PURPoSeS onlY

H2 2011 MaCRo BRief neW GendeR noRMS MODERN MAN foR illUStRation PURPoSeS onlY

H2 2011 MaCRo BRief neW GendeR noRMS MODERN MAN foR illUStRation PURPoSeS onlY

H2 2011 MaCRo BRief neW GendeR noRMS MODERN MAN foR illUStRation PURPoSeS onlY

H2 2011 MaCRo BRief neW GendeR noRMS MODERN MAN foR illUStRation PURPoSeS onlY