Men’s fortunes are declining, or so word has it. There was the “mancession” — in the U.S, men held more than three- quarters of the jobs lost during the economic crisis — and the 2012 book The End of Men: And the Rise of Women, while Labour Party politician Diane Abbott recently declared a “crisis of masculinity” in the U.K. A book by comedian Adam Carolla frets that In Fifty Years We’ll All Be Chicks.

Women are rising, but for men this is less the “end” than the driver of major shifts in gender roles, behavior, attitude and mindset. Some men are welcoming the new options that a less prescribed model of masculinity opens up. For others, the lack of a clear model for manhood is anxiety-producing, as are the new expectations to spend more time on everything from child care to chores to skin care.

In this report, our JWT colleagues outline that men are changing, in some cases quite significantly—but they’re in no danger of becoming chicks. Indeed, men are putting a masculine stamp on child care, housework and even skin care.

This report examines three overarching themes: how masculinity is being redefined circa 2013, how men’s role in the home is changing and how men are navigating the new gender order. Included throughout are findings from a survey we conducted in the U.S. and the U.K. and examples of how marketers are responding to new gender norms.



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