A JWTIntelligence study featured in our latest trend report, “The State of Men,” explores several sources of anxiety for men today. One is physical appearance: Factors including the constant sharing of photos on social media and the hyper-competitiveness of job markets are helping to drive pressure on men to look their best. According to a survey we conducted in the U.S. and the U.K., more than three-quarters of men agree that “These days, there’s more pressure than in the past for men to dress well and be well-groomed” and that men face as much pressure as women to stay in shape/have a good body. Our survey, conducted from April 29-May 2 using SONAR™, JWT’s proprietary online tool, found that men are particularly sensitive about their midsection, whether it’s love handles, a beer belly or an insufficient six-pack. And there’s some evidence that such anxieties are starting early: Boys are becoming more concerned with body image at a younger age, according to a U.S. study published in Pediatrics.
Men are addressing these anxieties by turning to everything from cosmetic procedures to cosmetics. Aside from providing practical solutions, brands can speak to these anxieties by, at minimum, being sensitive to them. Men are seeing ever more highly sculpted male bodies, from Hollywood’s leading men to tongue-in-cheek advertising hunks like the Old Spice spokesmen and Kraft’s Zesty Guy. So marketers can dial down on the intimidation factor with more realistic models and positive messaging that avoids aggravating anxieties. For example, several underwear brands now perceive an “abs fatigue” among male shoppers, The New York Times reported in May. A designer with the 2(x)ist label said the company is shifting toward something “a little less steroid-y” in its images.
Image Credit: “The State of Men”