OVERVIEW

Is the tsunami of stereotypes, misogynist name-calling and loud whisperings of emasculation an accurate portrait of the majority of modern Australian men?

The Modern (Aussie) Man in-depth study of Australian men set out to answer this question. Ultimately drawing a line under historic truths and modern day perceptions; painting a new portrait of our nation’s males and their perceptions of masculinity, men’s roles and feminism.

Seven masculinity characteristics were consistently evident in all men interviewed, albeit experessed to differing degrees.

 

"It’s ok to have flaws, fight the good fight, never give up."

Anonymous

KEY FINDINGS

The majority of Australian men are:

  • Not emasculated
  • Women’s biggest fans - respectful of women and their right to equal opportunities, considerations and benefits
  • So conditioned to being told they’re wrong, they’ve developed gender issue laryngitis
  • Having to ask for permission for all and any man time or activities
  • Using covert trade-offs to get man time permission from women
  • Most relaxed and authentic selves around other men
  • Traumatised about buying women presents - concerned about ‘getting it wrong’ and the subsequent consequences
  • Highly romantic –  more than women realise
  • Thinking that the 'metrosexual' label is an euphemism for vain
  • An undiscovered consumer -  love buying (but hate the word ‘shopping’)
  • More likely to get or stay healthy through physical activity than dieting
  • Not big users of social media - don’t want to share at such a micro level
  • METHODOLOGY

    The Modern (Aussie) Man white paper is the result of eight months of one-to-one interviews with 140 men, primarily aged 27-55 years, from a broad cross section of Australian demographics, workforce and geography. Seventy were influential leaders, marketers and role models from business, sport, military, popular culture, hospitality, philanthropy, academia, men’s health & wellbeing, education, media, advertising & fashion. Seventy were everyday men from around Australia, including construction and white collared workers, sales assistants, baristas and bartenders.

     

    3D SELF PORTRAIT

    This study was created as a self-portrait rather than a portrait because perceptions of self are significantly more insightful and thought-provoking than observations from outside.

     

     


    ADVICE FROM MEN TO MEN

    advice from men to men

    Lead by strong example.

    Do the things that bring meaning to others.

    - Maratja Dhamarrandji, Elder

    Find your identity and values and stick to them regardless of peer pressure. Use your own values as a guide.
    do things out of the normal.

    A man can be whoever HE wantS to be now.

    - Paul Donaldson, Carlton United Breweries

    Philanthropy makes you more well-rounded and you see things through a different lens. You can then ADD other dimensions to conversation and talk about things that make a difference.

    - Steve Ward. Director, Macquarie Bank

    Stand up for what you believe, feel and know is right and good.

    - Anonymous

    Are we leading the way to take charge or are we GOING to sit down and talk about ‘things’ tomorrow, tomorrow and tomorrow?

    - Ian Cockerill, Editor, Men’s Health

    We get plenty of opportunities to be guys, but few opportunities to be men.

    Let’s be the generation which changes that.

    - Lieutenant Commander Jaye Harris, Royal Australian Navy

    I would advise the nation of men that a good family environment is the most important. this will lead to a young man or woman who they will be proud of.

    Manners are the most important thing in the world.

    Everything else will flow from there.

    - Hamish McLachlan, Sports Commentator

    How do we make sure we don't erode what uniqueness we bring as men,while making sure we don't diminish others. What is this new balance?

    Find a way of being the new men of tomorrow.

    - John Broome, Kellogg's

    Be you.

    Never leave anything left unsaid. Always be honest with the person you are. I swear, fart & tell her how I feel. That's where you learn.

    - Danny Lolls, Cafe Consultant

    Be a good man. Sacrifice things.

    Invest in your relationships

    - Michael McNeil, Sawmiller

     

    Contact Us

    TO REQUEST A FULL COPY OF THE REPORT AND MAN GUIDE FOR BRANDS, OR A PRESENTATION OF THE FINDINGS

    Bob Talbot, CEO

    (03) 9693 1400

    TO REQUEST A FULL COPY OF THE REPORT AND MAN GUIDE FOR BRANDS, OR A PRESENTATION OF THE FINDINGS

    Jaimes Leggett, CEO Australasia

    (02) 9019 6000

    Matt Porter, Communications & Media Director

    (02) 9019 6000 / 0414 390 176

    Download a brief overview of the Modern (Aussie) Man white paper by completing this form.

    By completing this form, you may be contacted by us.





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