1
22Microsoft & Omnicom Modern Man, 2014
What it means to ‘be a man’ is evolving
Men are getting married later and spending more time as masters of their own domains1. But, even when living with a woman, their responsibilities in the home are changing. With that, their interests are broadening and how they view and interact with media and brands is evolving.
So, there’s an increasing amount of power in the male shopping cart. Marketers need to understand the modern man; his needs, desires and motivations to be able deliver messaging and brand experiences that truly resonate.
2
1Source: Stats Canada
Microsoft & Omnicom Modern Man, 2014
3
All of these things [changing gender roles, seeking more authentic
experiences] are coming together for a perfect point of cultural
tension where male identity is changing.
It’s less about the hard and fast rules of stereotypical masculinity,
strength and monetary success, and is becoming much more multi-
faceted, including being stylish, savvy and ethical. Essentially,
somebody who is seen to be interesting versus successful.
Johanna Faigelman,
President, Human Branding
“
“
Microsoft & Omnicom Modern Man, 2014
44Microsoft & Omnicom Modern Man, 2014
Our goal for this study:
to gain a better understanding of the modern Canadian man
AT WORK AT HOME AT PLAY
55Microsoft & Omnicom Modern Man, 2014
Our methodology
We commissioned GfK Research to survey 2,300 men and women between the ages of 16-65 across Canada and conduct in-depth video interviews with Canadian men to dig deeper.
Video Interviews
We spoke with a cross
section of men in different life
stages and relationships to gain a
deeper understanding into their
behaviors, perspectives
and attitudes
Online Survey
Total Sample: 2,300 (1,650 men, 650 women),
fielded in both French and English
The sample was representative of regional and age
distributions in Canada
66Microsoft & Omnicom Modern Man, 2014
RELATIONSHIP STATUS LIVING SITUATION
69%45% live with parents
23% live alone (vs. 16% of Gen Z women)
58% are in a serious relationship45% live with their significant other
27% live alone
73% are in a serious relationship 58% live with their significant other
are single/casually dating
(vs. 47% of Gen Z women)
73% are in a serious relationship
AVERAGE AGE
Gen Z: 22
Gen Y: 30
Gen X: 43
50+: 58 69% live with their significant other
We also wanted to understand if/where there are differences across generations
Note: Serious relationship includes: married, common law, in a serious relationship
Gen Z (born 1990-1997), Gen Y (born 1980-1989) and Gen X (born 1965-1979)
7
Who IS the Modern Man?
““
7
There’s a lot more to being a man today than the stereotypical ‘man-stuff’. Guys are more than just tool-loving, beer-guzzling, bikini-chasing macho men who wouldn’t be caught dead in the kitchen or caring about their personal style.
Modern Day Gentlemenstrategyonline.ca
88Microsoft & Omnicom Modern Man, 2014
He’s health-focused and has broad interests beyond just traditionally male dominated areas…
8
“Cooking is something I like to do, I like when you start to do something and you finish it and you're like wow this tastes great”
Interviewee, Gen Z
Microsoft & Omnicom Modern Man, 2014
99Microsoft & Omnicom Modern Man, 2014
Family and health are his top priorities
Microsoft & Omnicom Modern Man, 2014
Very important…
9
1010Microsoft & Omnicom Modern Man, 2014
65%are interested in fitness
68%are interested in nutrition
60%are interestedin cooking
1/2take pride in their cooking
41%interested in beauty, grooming and personal care
2/3 think it’s important to eat
a balanced and nutritious diet
‘Health’ isn’t just about pumping iron –
men are interested in nutrition and cooking as well
1111Microsoft & Omnicom Modern Man, 2014
And, being stylish is particularly important for younger generations
D1. How much you personally agree or disagree with the statement?
22%
29%
40%
40%
55%
29%
35%
43%
45%
57%
30%
36%
47%
50%
58%
Gen Z Men Gen Y Men Total Men
38% of Gen Z men are very interested in fashion
In Brooklyn, beard transplants have
taken off as men look to increase their
'cool factor ‘ (for $7K)
http://nymag.com/daily/intelligencer/2014/02/hipster-beard-
transplants-are-a-thing.html
Looking good is
important to me
Facial hair is cool
My clothes reflect
who I am
My sense of style sets
me apart
I keep up to date on the
latest fashion/style trends
1212Microsoft & Omnicom Modern Man, 2014
D1. How much you personally agree or disagree with the statement?
Microsoft & Omnicom Modern Man, 2014 12
So is being socially relevant
28%
33%
46%
36%
39%
46%
34%
42%
52%
Gen Z Men Gen Y Men Total Men
I care about how my peers
perceive me
Being connected to my social
network is important to me
I know where the up and
coming restaurants are
1313Microsoft & Omnicom Modern Man, 2014
http://www.heineken.com/gb/our-ads/the-date.aspx
Heineken's ‘The
Date’ shows the
well-dressed hero
cooking, socializing,
slaying dragons,
and dancing
CASE STUDY
14
At home:household responsibility
14
““
The way mothers and fathers spend
their time has changed dramatically
in the past half century. Dads are
doing more housework and child
care; moms more paid work outside
the home. Neither has overtaken the
other in their “traditional” realms, but
their roles are converging.
Pew Research
1515Microsoft & Omnicom Modern Man, 2014
Today, men are actively involved in household decision-making
*Highest
among
Gen Y (57%)
and Gen X
(61%)
88%of men are satisfied with this level of responsibility
And, 52%of men who don’t live alone report high
levels of responsibility in household
decision-making
23%of men live alone (and therefore have sole discretion over household decision-making)
1616Microsoft & Omnicom Modern Man, 2014
While men are still mostly responsible for repairs, finances, and
garbage duties, they’re also sharing responsibility for other tasks,
like meal preparation and laundry
A6. Thinking about household chores, which tasks are you generally personally responsible for?
62%56%
50% 49% 48%
27% 26%23% 23% 22% 20%19%
28% 26%
15%
29%
43%38%
49%
40%35% 35%
Small
household
repairs
Taking out
garbage
Paying bills Large
household
repairs
Organizing
finances
Making
breakfast
Vacuuming Dishwashing Making
lunch
Laundry Making
dinner
Mostly responsible Share responsibility
1717Microsoft & Omnicom Modern Man, 2014
Most are involved in household purchases, across categories
A5. More specifically, different household tasks can require different decision-making responsibilities. How much responsibility in decision making do you have in your household in the following areas?
56%
74%
75%
81%
86%Clothing (his own)
Groceries
Personal care products
Newspaper/magazine subscriptions
Complete/some responsibility…
“Food shopping is exciting, because you can go and buy something that you've never seen before”
Interviewee, Gen X
TV channel and media subscriptions
1818Microsoft & Omnicom Modern Man, 2014
76%
79%
81%
87%
89%
89%
And they’re very involved in larger-ticket purchases, too
A5. More specifically, different household tasks can require different decision-making responsibilities. How much responsibility in decision making do you have in your household in the following areas?
Small electronics“I'm always in the electronics section, or looking at chairs to make my apartment look better…I can honestly shop for anything, you put me in Target and I'm there for hours”
Interviewee, Gen X
Major electronics
Travel/vacations
Major household appliances
Small household appliances
Car maintenance
Complete/some responsibility…
1919Microsoft & Omnicom Modern Man, 2014
BUT…Men tend to be more loyal to companies,
brands and organizations (e.g. a hair salon,
hair product, or a store)
As more men shop
and form bonds with
brands, companies
exclusively marketing
to women will be
increasingly
left behind
Women tend to be more loyal than male
customers to individuals, such as specific service
providers (e.g. a hair dresser or a salesperson)
Source: Journal of Marketing, Volume 73
20
At home:parentings
20
2121Microsoft & Omnicom Modern Man, 2014
Today`s Canadian dad
2 kids,
average age is 8
1/2live with their kids
87%are in a serious relationship
28%say they have more child-rearing responsibility than their partner
2222Microsoft & Omnicom Modern Man, 2014
On children and parenting
47%
40%
17%
Gen Z Men Gen Y Men Gen X Men
28% of men without kids plan on having them (vs. 34% of women)
Why no kids?
× Not ready yet
× Don’t have the right partner
× Life is great as is
× Just not interested
× Too expensive
× Focused on my career
× Too much responsibility
2323Microsoft & Omnicom Modern Man, 2014 23Microsoft & Omnicom Modern Man, 2014
2424Microsoft & Omnicom Modern Man, 2014
It`s not easy being dad
53% of Gen Z dads find it difficult to balance
work and family life (34% of total dads)
2525Microsoft & Omnicom Modern Man, 2014
Is technology helping or hindering his parenting?
50% say its too easy for
their kids to access content or media they don’t approve of
2626Microsoft & Omnicom Modern Man, 2014
If dads are active in the home, they’re more likely to raise
ambitious daughters
Source: cbc.ca, http://www.cbc.ca/news/technology/dads-who-do-housework-have-more-ambitious-daughters-1.2655928
“What this is suggesting is that when girls, specifically, are seeing their parents enacting a traditional division of labour at home, it may be limiting their own ambition“.
Alyssa CroftLead Author
2727
Include, don’t isolate
KEY TAKE-AWAYS
Z 50+XY
Microsoft & Omnicom Modern Man, 2014
28
At home: shopping
28
““
[The] ’90s were very much ‘here’s our
brand. Take it as it is and don’t
question us because you’re the
consumer and we’re the producer,’
[Now], there’s an attitude from guys
saying ‘I’m smarter than that, savvier
than that and I reject that.
Johanna Faigelman,
President, Human Branding
Source: Strategy online, Modern-day gentlemen
29
Without a compelling new need, men lack the motivation to change the brands they use.
They feel overwhelmed and bombarded by the multiplicity of what’s available and just thinking about adding another decision to their busy days can cause anxiety.
Brand New Man, Defy Media
29Microsoft & Omnicom Modern Man, 2014
3030Microsoft & Omnicom Modern Man, 2014
Men research to make informed decisions across categories,
including everyday products like personal care and even groceries
A6b. Thinking about how you purchase these items, do you generally...?
94% 92%87%
81% 78% 76% 73%69% 68%
59% 57%
48% 45%
93% 91%
80%76% 75%
66% 67%
56%61%
53% 51%45%
36%
Large
electronics
Large
household
appliances
Small
electronics
Small
household
appliances
Furniture Movies Books Music Children's
items
Decorative
household
items
Clothing Personal
care
products
Groceries
Research before purchasing
Men Women
3131Microsoft & Omnicom Modern Man, 2014
And they’re doing the bulk of their research online
A6b. Thinking about how you purchase these items, do you generally...?
69%66%
63%
55%49%
46% 46% 44%
33%30% 29%
22%19%
41% 41%35% 34%
23% 22%25%
42%
28% 29% 30%
23% 24%
Large
electronics
Large
household
appliances
Small
electronics
Small
household
appliances
Movies Music Books Furniture Children's
items
Clothing Decorative
household
items
Personal
care
products
Groceries
Researching/previewing before making a purchase
Online Offline
“Doing the research online before hand,
isolating the things I want to get at the
best price point at the most convenient,
making sure there's stock available. Then
going in and buying it, all in a reasonable
time frame. That's the ideal experience”
Interviewee, Gen Y
3232Microsoft & Omnicom Modern Man, 2014
Top sources for online research are brand and retailer
sites and reviews (consumer and experts)
A6c. Please select which of the following sources you generally visit/use to conduct your research
14%
14%
17%
32%
47%
47%
55%
News websites
Blogs
Social media
Expert review/opinion websites
Consumer reviews/opinion sites
Brand websites
Retailer websites
Gen Z are more likely to use social media (30%) and blogs (25%)
3333Microsoft & Omnicom Modern Man, 2014
But where they turn can vary depending on where they are
in their decision-making process
A6d. You mentioned using the following sources to research online, when do you typically use these sources?
Preliminary research:
collecting general info, seeing
what options are available
Top digital sources:
• Search engines (85%),
• Brand websites (73%)
• Retailer websites (71%)
• Social media (63%)
• Blogs (63%, 84% among Gen X)
Narrowing down
options: comparing
brands/products
Top digital sources:
• Consumer review/opinion
sites (73%)
• Expert reviews (70%)
• Retailer sites (68%)
• Brand websites (65%)
Final check before
purchasing
Top digital sources:
• Consumer review/
opinion sites (67%)
• Expert reviews (64%)
• Retailer websites (60%)
3434Microsoft & Omnicom Modern Man, 2014
When it comes to buying, men are comfortable purchasing
online, particularly for entertainment, clothing, and electronics
“People say guys don’t like shopping, and that
is true, but what is even more true is that guys
don’t like picking.” “I think guys are creatures of
habit — they need to have something very
easy and routine and online offers the
opportunity to do that.”Hicham Ratnani
Co-founder, Frank & Oak
% mostly/occasionally buy online…
3535Microsoft & Omnicom Modern Man, 2014
They’re also open to buying other categories onlineBut, hurdles still exist: it’s not always easy to buy all categories online in Canada
9%
16%
14%
24%
16%
23%
25%
42%
27%
48%
41%
55%
54%
29%
30%
32%
23%
35%
37%
40%
25%
41%
26%
34%
22%
25%
38%
46%
46%
47%
51%
60%
65%
67%
68%
74%
75%
77%
79%
Groceries
Furniture
Large household appliances (e.g., fridge, dishwasher)
Children’s items
Personal care products (e.g., shampoo, shave cream)
Large electronics (e.g., television)
Decorative household items
Clothing
Small household appliances (e.g., toaster, blender)
Movies
Small electronics (e.g., DVD player)
Music
BooksMostly/occasionally buy online
Would consider buying online
3636Microsoft & Omnicom Modern Man, 2014
Montreal-based men’s clothing retailer Frank & Oak has
seen great success helping men shop online
“We realized the millennial guy likes to know the
‘why’ behind a product,”. “And it’s much easier
online to show how to wear something, and the
reason for [a piece of clothing], than it is in stores.”
-Ethan Song, CEO
Brand mission:Create the best, hassle-free shopping experience for men.
Check out monthly collections, get key style advice, and have
it all delivered to your door
CASE STUDY
3737Microsoft & Omnicom Modern Man, 2014
45% take photos while shopping
Men are more likely than women to look up product
information while shopping:
Gen Z (48%), Gen Y (54%), Gen X (46%)
Gen Z (37%) and Gen Y (40%) men are also more
likely to look up product reviews on their
smartphones
42% of men under 50 compare prices on their
phones while shopping in store
37Microsoft & Omnicom Modern Man, 2014
3838Microsoft & Omnicom Modern Man, 2014
Sport Chek leverages technology in-store
“We’re currently running at 150 per cent of our inflated expectations.”
“For us to stay relevant to our customers, we need to also connect
with them in the digital space.”
Duncan Fulton,
Chief Marketing Officer, Sport Chek
Sport Chek’s Toronto ‘lab’ store features 140 digital screens on walls,
built into tables and on clothing racks for quick access to
information and content.
The store also offers personalization with a gait analysis treadmill,
Reebok’s kiosk custom ordered shoes and Oakley’s custom glasses
built in-store.
Store staff also tote tablets for quick access to additional brand
information.
CASE STUDY
3939
Help him make informed decisions
KEY TAKE-AWAYS
Microsoft & Omnicom Modern Man, 2014
40
At play: hobbies, media and technology
““
40
My free time gets consumed very
quickly, I don't spend a lot of time
doing nothing, it's better to be
busy […] The time that I don't have
scheduled I spend a lot of time
with my friends or my girlfriend
Interviewee, Gen Z
4141Microsoft & Omnicom Modern Man, 2014
59%51%
34%
51%
33%27%
18%
65%
37% 38% 39%
27%22% 19%
77%
37% 38%32%
21% 24% 21%
84%
48%53%
26%16% 20%
30%
Watching movies/TV
Socializing with friends
Reading Playing games Going to the gym Shopping online Shopping in-store
How do you spend your free time?
Gen Z Men Gen Y men Gen X men Men over 50
Younger men are less likely to watch movies/TV or read than older men or women, but more likely to spend their time gaming or working out.
Men have busy lives and want to be entertained in their downtime
D5. In a typical week, how do you spend your spare time?
4242Microsoft & Omnicom Modern Man, 2014
They have a broad array of interests, some of which vary by generation
C1. How interested are you in the following topics?
Very/somewhat interested
0% 25% 50% 75%
Entertainment/Celebrity gossip
Fashion
Beauty, grooming, personal care
The economy
Cooking
Finance
Sports
Cars
Nutrition
Fitness
Video gaming
Technology
Gen Z Men
Gen Y Men
Gen X Men
Over 50 Men
4343Microsoft & Omnicom Modern Man, 2014
47%
48%
49%
59%
61%
67%
68%
82%
89%
Tablet
Smartphone apps
Smartphone web browser
Magazines
In store
Word of mouth
Newspapers
Television
Computer
How typically access information
They’re accessing this content across many devices and
media, but PC is still the information go-to device
C1a. Through what ways do you typically access information about these topics?
Gen Z and Gen Y are more likely to use smartphone browsers (Gen Z 67%, Gen Y 60%) and apps (Gen Z 65%, Gen Y 59%) and Tablets (56% each)
4444Microsoft & Omnicom Modern Man, 2014
Search, news and brand sites
are most typically used
C2. Which type(s) of websites do you typically visit to access this information?
37%
38%
39%
41%
53%
67%
71%
Blogs
Forums
Social Media
Brand sites
News sites
General Search
Websites typically visited to access information
Gen Z and Gen Y are more likely to access information via through social media blogs and forums
4545Microsoft & Omnicom Modern Man, 2014
Top sites men visit are networking, financial services and news
C3. Please select how frequently you visit the following types of websites…
18%
18%
20%
22%
24%
35%
39%
56%
56%
58%
Comedy/humour
Automotive
File sharing
Consumer electronic
Brand websites
E-Commerce
Sports
News/information
Financial services
Social Networking
Top sites men visit on a weekly basis
Gen Z: 73%
Men are less likely than women to visit networking sites but more likely to visit all other types shown
20%
16% 17%18%15% 14%14%
10% 9%
19%
14%11%
Clothing retailer sites Beauty/personal
care sites
Fashion sites
Gen Z men Gen Y men Total men Total women
Interest in fashion and style is reflected in
younger generations’ browsing habits,
which are higher than or on par with
women’s
4646Microsoft & Omnicom Modern Man, 2014
9
7 76
55
4 3 3 2
65 5
8
43 3 3 3 2
6
44
11
42 3 3 3 2
7
5 4
16
5
23
24
2
Listening to
music
Playing games
on console
Social media Watching
traditional
television
Watching
paid
subsription TV
(e.g. Netflix)
Streaming
short video
Reading
online
newspapers/
magazines/
books
Playing games
on a
smartphone
Reading
paper copies
of
newspapers/
magazines/
books
Online
shopping
Gen Z Gen Y Gen X Men over 50
Media consumption patterns differs significantly by ageGen Z spend more time listening to music, gaming, or on social media, while TV
dominates time for older men
C5. In total, how many hours would you say you spend doing the following things in an average WEEK?
Avg hrs/wk consuming media2/3 of Gen Z say music is very important to them
1/4 of men prefer to watch independent movies
1/2 of Gen Z (and 40% of Gen Y) think it’s ok to download pirated
content
4747Microsoft & Omnicom Modern Man, 2014
Technology is a key area of interest and men are gatekeepers
and influencers
1/4men say
they’re among
the first to try
new
technologies
35%say people often ask
their opinion on what
types of technology
they should buy/use
Men are 2x more interested in technology than women(34% vs 14% VERY interested), driven by Gen Z men: 1/2 of which are very interested
2/3act as a
technology
guide to older
family
members
“Technology is very important
[in my life] I've been accustomed
to it, say I want to order
something online, or send an
email, it's literally a click away, I
can do it on my phone.”
Interviewee, Gen Y
4848Microsoft & Omnicom Modern Man, 2014
Gen Z tend to be more vocal and adventurous with
technology, but are less likely to own a tablet
C6. We are interested in finding out more about the electronic devices you own.
24%of Gen Z men are very active
online and often text or blog
about experiences they have with
tech products/brands (15% Total)
26%of Gen Z enjoy taking chances in buying new technologies, (18% total)
(less prevalent among Gen Z men, 36%)
(men are significantly more likely than women to own a Smart TV)
78%
72% 64% 60% 44%
4949Microsoft & Omnicom Modern Man, 2014
Smartphones are the go-to device for making it through the day, but
young females are even more attached to their phones
31% of men who want kids
think that smartphones/tablets are great educational tools (vs. 22% of women)
1/2 of men use
their smartphone
right when they get
up (two-thirds of Gen
Z and Gen Y)(women: 79% Gen Z, 70%
Gen Y)
40% use their
Smartphone right before
going to bed, over half among
Gen Z and Gen Y(women: 79% Gen Z, 62% Gen Y)
23%
35%
35%
37%
37%
42%
49%
50%
69%
Shopping
Playing games
Work/school
Online banking
Getting sports updates
News
Accessing social media
Searching for information
Communicating with friends/family
Reasons for using
5050Microsoft & Omnicom Modern Man, 2014
Being connected is important to men under 50, and they
tend to have more contacts than women
5.1 hours
on average per week on social media (6.9 Gen Z men)
Average number of
contacts: 363(312 for women)
1/2use smartphones to access social media
Being connected to
social networks is
important:
Gen Z: 42%
Gen Y: 39%
Gen X: 35%
+50: 20%
5151Microsoft & Omnicom Modern Man, 2014
When they post, men are most often sharing pictures,
opinions, and updates
C4e. What type(s) of content do you typically share on these sites?
47%45%
37%
30%27% 26%
23%
18%15% 14% 13%
10%
5252Microsoft & Omnicom Modern Man, 2014
But men feel their contacts share too many
needless details on social media
1/4 of men share content daily (1/3 among Gen Z)
36% would never
share the content
other people in
their network
share
63% think people
share too many
personal details
in their social
networks
Only 1/4 think the
content their
contacts share
is relevant to
them
And
26%re-share
content
Are your Facebook
friends too snap-
happy with their
baby photos? Apps
like Unbaby.me now
allow you to replace
those images with
"awesome stuff”, like
pictures of bacon or
cats.
mashable.com, unbaby-me-facebook
5353Microsoft & Omnicom Modern Man, 2014
French Canadian men are less active on social
media than their English-speaking counterparts
233 vs. 402the average size of
Quebec men’s social
network’s is considerable
smaller compared to
English Canada
1.9the average
number of sites
registered on (vs.
2.3 in English
Canada)
26%share updates
about their life
(vs. 40% in
English Canada)
37%share their thoughts
and opinions on
social media sites
(vs. 47% in English
Canada)
5454Microsoft & Omnicom Modern Man, 2014
“In order for a brand to have any meaning or weighting, they need to have a track record, they need to prove themselves, actions speak louder than words. For a brand to distinguish itself, honest, hard work and integrity are critical aspects of a brand.”
Interviewee, Gen Y
55% of men value socially responsible companies
46% of men think
advertising can be entertaining
54
Overall, men are socially conscious and open to advertising
54Microsoft & Omnicom Modern Man, 2014
5555Microsoft & Omnicom Modern Man, 2014
To build trust and relevance with Gen Z men, P&G created a video
series that encouraged engagement and educated him in fun and
interactive environments. By creating a video series and content that
integrated Gillette products in natural and seamless ways, they make
the connection between great content and their brand to increased
awareness and ultimately purchase intent.
The video series featured advice from the ‘Gillette Wingman’ hero, to
embody qualities that today’s modern man can aspire to, including
strength, respect, style and sportsmanship among them. The content
dramatized various scenarios that young men may struggle with on
any given day and provided guidance to help men navigate toward
success.
“Questions about looking your best? Dating dos and don’ts? Career
advancement? Spending money wisely? Whatever the topic under
scrutiny, we know that many young men today want to appear to have
the right answers, even when they don’t” Pam Baillie, Gillette Canada Communications Manager
CASE STUDY
Gillette curates for Gen Z men
5656Microsoft & Omnicom Modern Man, 2014
He’s busy, so respect his time
KEY TAKE-AWAYS
57
At work: Career and finances
““
““
I think I put a lot of pressure on
myself to succeed in anything I'm
doing, my fear is failing, so I think I
put a lot of stress on myselfInterviewee, Gen Z
Finances and things like that we
discuss together and we make a
joint decisionInterviewee, Gen X
57
5858Microsoft & Omnicom Modern Man, 2014
When it comes to his career, it is not just about working 9-to-5
B3. Please rate how important you find each of the following in terms of your job/career?
76% 76%72%
77%76% 76%72% 73%
82%79%
74%76%
84% 84%82% 82%
Work/life balance Passion for the job Personal fulfillment in work Feeling rewarded by the job
Gen Z Gen Y Gen X Men over 50
Gen Z and Y place higher importance on ability to advance in their careers (75% and 76%, respectively) and 1/3 worry that their education may not be good enough
5959Microsoft & Omnicom Modern Man, 2014
Canadian Men <50 live with stress
35% 35%38%
21%18% 19% 20%
8%
Gen Z men Gen Y men Gen X men Men over 50
Under constant stress/above average level of stress
Always rushed, there aren’t enough hours in the day
1/3of men say they are either under constant stress, or have what they consider to be higher levels of stress than average
6060Microsoft & Omnicom Modern Man, 2014
And, work is the main source of their stress
1/3of men under 50 feel burnt out at their jobs (vs. 20% of men over 50)
1/4worry about losing their jobs
39%of Gen X and Gen Y men regularly feel stressed about their job (vs. 29% men over 50)
40%of men say their
employer needs to
treat them better
61% say they’re in need of a vacation
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37% say work defines who they are, and 65% feel it’s important to show loyalty to their employer
Microsoft & Omnicom Modern Man, 2014 61
6262Microsoft & Omnicom Modern Man, 2014
There are some gaps in driving career satisfaction in terms of
rewards and recognition
B3. Please rate how important you find each of the following in terms of your job/career?
B3a. Please rate how satisfied you are with each of the following in terms of your job/career?
46%
52%
47%
56%
52%
56%
63%
60%
70%
71%
74%
76%
77%
79%
80%
85%
Ability to advance
Looking forward to work everyday
Being recognized financially for my work
Personal fulfullment in the work I do
Feeling rewarded by the job
Passion for the job
Work/life balance
IncomeImportance
Satisfaction 25
17
23
25
20
27
19
24
6363Microsoft & Omnicom Modern Man, 2014
Millennials might be
more financially-savvy
than you thoughtA new study from Retailmenot.ca found
that younger Canadians are more likely to
develop a budget and save or invest their
tax return than older Canadians.
Of those polled, 56% of 18 to 34 year olds
said they would save or invest money from
their tax return, while 40% of respondents
aged 35 to 54 and 41% of those over 55
years of age said they would.
63Microsoft & Omnicom Modern Man, 2014
6464Microsoft & Omnicom Modern Man, 2014 64Microsoft & Omnicom Modern Man, 2014
6565Microsoft & Omnicom Modern Man, 2014
Half of men worry about their financial security, but women
worry more
4/5 Gen Y and
Gen X men work full time
VS. 3/5 Gen Y and
Gen X Women work full time
45%worry about their long
term finances
(vs. 53% of women)
55%of men worry
about saving for
retirement
42%worry about the amount
of debt they have
35%worry about their day to
day finances
(vs. 46% of women)
of men say they are the primary
bread winner in their household,
compared with 19% of women
41% of men say they live comfortably
(vs. 33% of women)
57%
6666Microsoft & Omnicom Modern Man, 2014
While Quebec men report lower levels of stress,
they’re more worried about money
24%of Quebec men say they are under constant stress/have above average levels of stress (vs. 34% English Canada)
47%say they live comfortably (39% in English Canada)
22%say it is difficult to balance work/family life (38% English Canada)
63%worry about their level of
debt
VS.
35% in English Canada
74%worry about saving for retirement
VS.
49%in English Canada
6767Microsoft & Omnicom Modern Man, 2014
Work-life balance is important
KEY TAKE-AWAYS
68
Good bye Marlboro man, hello Modern man
KEY TAKE-AWAYS
68
6969Microsoft & Omnicom Modern Man, 2014
Recognize and reward his achievements
Men are connected researchers and shoppers: find your target through digital media outlets
Don’t get stuck in dated stereotypes: recognize men as contributors to the home to include these influencers and gatekeepers
Being a dad means being involved: use messaging cues that support fatherhood and family life
He’s busy, so respect his time with relevant and necessary communications and curated content
Go digital: help him find the information he needs to make informed purchase
decisions
Deliver a consistent, seamless experience across all his devices
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