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

Quote of the Day: “[It’s Always Sunny in Philadelphia is] my favorite satirical/dark comedy for the past 12 seasons and it hasn't dipped in quality since.”—Male, 21, NY

Nike’s new store puts mobile use at the center of the experience. Using geo-fencing, Nike knows when a customer walks into their 68,000 square foot space and changes the app accordingly. Users can see tailored content and offers, book styling appointments on-site, scan mannequins to have product delivered to their dressing room, and more. Based on the success of similar stores in L.A. and Shanghai, Nike execs hope their new flagship will build up Nike’s Brandom, and drive app downloads in the process. (Ad Age)

Jell-O is rolling out edible slime kits. Their Unicorn and Monster kits cash in on the slime trend, which has been booming in the anxiety economy for at least three years. Elmer’s, Cra-Z-Art, and Nickelodeon were all quick to tap the trend for marketing and products while Jell-O is a little late to the party. But considering that 82% of teens told Ypulse last year that they’ve participated in at least one trending activity to relax, there might still be time to capitalize. (Vox)

BuzzFeed is getting into the retail game, with plans to open family-focused stores across the country, starting in NYC. The brick-and-mortar venture, called Camp, will sell toys and apparel to Millennial parents and their kids, and the first is scheduled to open in time to capture some holiday spending. The concept is copying Story by changing up products and experiences every eight to 12 weeks, because, “we want to deliver adventure every time they come to the store.” (Ad Age)

Pharma companies are using influencers for social media marketing. Wego is a platform that connects patients with social media followings to pharmaceutical companies for marketing activations, like posts about drugs and devices. One company at least has seen success using the approach: Sunovian's earned media impressions surged from fewer than 100,000 to more than 13.2 million after working with Wego. The biggest caveats to that cashflow could be abiding by FDA regulations and contending with “a myriad of ethical issues." (STAT)

Eighty-five percent of Millennials have purchased a product after viewing a branded videoThat’s nearly 10% higher than the adult average for the U.S, U.K., and Australia, according to Brightcove. In addition, 56% ranked videos as more engaging than any other marketing materials and 46% said its their favorite form of brand communication. They're also seeking Shoppable content: 30% said they're interested in videos containing purchase links. (Marketing Charts)

Quote of the Day: “Black-ish is my favorite show on air because it's informative, funny, relatable, and political…I know that I'll be entertained and maybe even learn something new or think critically about certain issues.”—Female, 22, PA

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