The Modern Male Study

Understanding the new male reality in today's global society

Overview

Most of the existing research on males is filtered through assumptions about who these 'modern' men are and what makes them tick as consumers. OTX and Guy Garcia are aiming to bring clarity to this topic to by bringing a deeper and wider socio-cultural context to the male target.

In his last book, The New Mainstream: How the Multicultural Consumer Is Transforming American Business, Garcia helped redefine how marketers think about, and navigate, the multi-cultural landscape. The New Mainstream was hailed as a 'wake up call and roadmap to the new multicultural consumer markets of the 21st century' and established Garcia as a speaker and consultant for diverse organizations and companies such as Clorox, America Online, McKinsey & Co., Omnicom, Bacardi, the National Ski Areas Association and the Council on Foreign Relations.

This study is a deep dive into the male demographic to understand how the changes proposed in Garcia's book, The Decline of Men: How the American Male Is Tuning Out, Giving Up, and Flipping Off His Future, are articulated and manifested in the average life of a Male in the U.S. The study will focus on profiling the Modern American male within the framework of Garcia's insights into their lifestyles, interests and aspirations. This quantitative study, with qualitative overlays, will identify the different 'groups' of males in the population at large with the goal of driving discovery and actionable insights for marketers.

Value Proposition

One of the most talked about subjects in academia and the press today is the current status of the American male. Whether the topic is education, media /advertising targeting, the workplace or even the power of the 'working class white male' as a swing vote in the current elections, many positions and explanations are being set forth on the male dynamic in today's global society. Currently there is little research for marketers to reference to help them establish the impact of these changes and understand how to navigate their brands in this changing male reality.

Most syndicated current research on this topic data report general psychographic male data, but most of the statements employed are derived for a general population of male and females. OTX's study, in partnership with Garcia, will seek to understand men through explorations that are specifically designed to address the very real challenges facing men today and how these affect their self perceptions, purchase choices, media choices and general attitude towards the future. The study will seek to combine behaviors with attitudes to help our clients understand how their current male focused efforts are perceived and valued by male consumers, which in turn informs and optimizes brand communication efforts.