Young Men Want Advertisers To Stop Using These 15 Stereotypes

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Millennial & Gen Z males are redefining masculinity and embracing the gender blur, so we wanted to find out what gender stereotypes they wish would disappear...

As we identified in Breaking the Stereotypes: How to Reach Young Males, Gen Z and Millennial males are an elusive consumer group for brands, adept at ignoring advertising and avoiding traditional media altogether. At the same time, the rules of masculinity are changing. Young males are embracing the gender blur and redefining the traditional notion of what it means to be a man, leaving it up to brands to change their messaging to reach them. Nearly six in ten 13-35-year-old males say that brands make men look dumb. In other words, kiss goodbye to the days of clueless dads and men straight from Muscle Beach; young males today aren’t having it.

Instead, young males appreciate brands that are evolving with them and embracing the qualities that make them unique. Some successful ad campaigns are listening by showing a different side of the gender. Take Axe’s “Find Your Magic” campaign. The commercial opens with the line, “Come on, a six pack? Who needs a six pack when you’ve got…” and launches into a list of all the other things guys could be known for—from a nose to brains to dancing in heels to cuddling with kittens. Or Stoli’s “Drink What You Want,” which aims to “break the stigma” of guys liking fruity, flavored cocktails.

To get a better sense of how Gen Z and Millennial males want to be portrayed by brands, we asked 13-35-year-old males, “What is one stereotype about your gender you wish advertisers would stop using?”* Here are their top 15 answers:

*These were open-end response questions to allow us to capture the full range of gender stereotypes 13-35-year-old males wish advertisers would stop using. As with any…

 
 

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

Quote of the Day: “[Animal Crossing Pocket Camp is] free to play, but it's loaded with a lot of content. It's super cute and relaxing.”—Female, 32, IL

PepsiCo needs to think small to compete with indie brands. Their new unit, The Hive, will be “a small entrepreneurial sort of agile group” to foster smaller brands and create new brands based on emerging trends. Unsurprisingly, The Hive is a response to consumers (ahem, Millennials) who are “demanding” healthier products and championing smaller labels. We continue to see big brands adopt startups, and startup thinking, as they navigate today’s competitive landscape. (Fortune)

Millennials and Gen Z are going to “extreme lengths” to share streaming passwords—and major platforms are losing millions. Magid research indicates that 35% of 21-35-year-olds and 42% of those younger than 21 share streaming service passwords, compared to 19% of Gen Xers and 13% of Boomers. One particularly amusing anecdote: the 20-something who uses the HBO Go login of a one-night stand from 2013. Though Netflix and HBO have both said that password sharing isn’t a problem, there’s no denying they are losing out on revenue—Hulu stakeholders estimated a loss of $1.5 billion yearly. (CNBC)

Wikipedia-branded streetwear has sold out. The site teamed up with LA streetwear brand Advisory Board Crystals for a “surprising” collaboration, and the resulting long sleeved tee emblazoned with “Internet Master” and Wikipedia’s puzzle logo was a success. All proceeds from sales were pledged to the Wikipedia Foundation, and the store is planning to restock “to make as large of a contribution as possible.” According to Ypulse Brandoms research, 60% of 13-35-year-olds say logos are back in style. (MashableThe Verge)

Fitbit’s new tracker is about more than just fitness. Though their smartwatch business is growing significantly faster than trackers, the brand “hasn’t given up” on their roots—and their newest model offers a range of features for wellness-focused users. While it, of course, tracks exercise and calorie burning, it also has built-in meditation, sleep tracking, and female health tracking. Since 96% of 18-34-year-olds tell Ypulse that taking care of their mental health is just as important as taking care of physical health, thinking beyond workouts could be a wise move. (Business Insider)

Amazon wants to steal away YouTube creators to bolster their own platform, Twitch. They’re reportedly offering multi-million dollar deals to influencers ranging from Gigi Gorgeous to Will Smith, hoping their large followings will follow them off of YouTube. So far, Twitch has 15 million daily users compared to YouTube’s 1.9 billion but Twitch’s SVP promises “a steady drumbeat of lots of new content.” They’re also reportedly looking to double their ad revenue in the next year, and their foothold on video games like Fortnite is sure to help. (Bloomberg)

Quote of the Day: "I love travel and finding the best deals on airfare. Hopper really helps me do that, in a simple format.”—Female, 22, FL

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies