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…

 
 

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The Newsfeed

“I move around every few years so it would be a huge hassle to have to buy and sell property so frequently.”—Female, 28, IN

Gen Z will spend the most on rent of any generation, but Millennials aren’t far behind. HotPads estimates that 2-20-year-olds will spend $226,000 on rent before they buy a home and 24-38-year-olds will ring in at $202,000. Despite the difference, Gen Z will own their first home one year earlier than Millennials because they’ll have “a stronger job market than [M]illennials”—but, despite the myths, they are buying homes in greater numbers. PS: Los Angeles tops the list of where young demos will spend the most on rent. (Business Insider)

What’s behind board games' popularity today? The NPD Group found that board games grew 8% compared to the toy industry’s overall growth of 8% in the past year and has “no signs of slowing down.” Digital detoxing plays a part, as more Millennial parents worry about their kids’ screen time and seek toys that foster face-to-face relationships. But despite the analog appeal, games are also getting high-tech and the word-of-mouth media they receive propels social media-friendly games like Pie Face to the top of toy charts. (Kidscreen)

Parents still have the most influence over kids today, but online celebrities are also top role models. Mintel research found that 86% of 6-17-year-olds say their parents are among their top role models, 62% say teachers, and 41% say siblings. But the top kind of celebrity that gets added to the category are social media celebrities at 35%, followed closely by musicians and athletes. Only 22% said actors were among their top role models and just 16% said the President. (MediaPost)

Disney has a new beverage to fill your Instagram feed: The Purple Wall Slushie. The Millennial & Gen Z-loved company has had no problem coming up with social media-friendly items, from Baby Groot bread to a viral Beauty and the Beast-inspired tumbler, and now they’ve rolled out a boba and taro beverage at Disney World. The Purple Wall is a famous destination to snap a pic for social media in the Magic Kingdom, and this slushy is made specifically to match up with the wall (and monetize on it). (POPSUGARInsider)

Speaking of Instagrammability, the Space Needle’s new, clear benches are sure to make for a thrilling photo op. The iconic viewing deck for the Seattle skyline has been in the midst of a makeover to create a better (and decidedly more social media-worthy) viewing experience. A metal base and caging has been replaced with a high glass wall from floor to sky, and so-called “skyrisers” will let visitors sit right on the edge of it all—and snap a selfie. (Curbed)

“People have been planning outfits since the start of the year [for prom].”—Male, 15, NC

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