The New Men Code Report

To better understand the beliefs and behaviors of the often-stereotyped, yet intriguingly complex modern man, Ketchum - one of leading global PR agencies surveyed more than 3,500 men and women in eight countries in 2015. What did they discover? From Generation Z to men who are 50+, guys around the globe are rewriting the Man Code.

The New Man Code explores how guys around the globe are redefining what it means to be a man. Ketchum explored this phenomena across all age groups and then took a closer look by cohort: Gen Z, Millennials, Gen X and 50+.


One of most intriguing discoveries is the emergence of the “Alpha Man-fluencer”—that guy online who curates content very deliberately and whose major clout helps shape what other guys believe and buy.


Other notable findings from Ketchum's study include:


The New Traditionalist (ages 18-24) is back and he’s more like his grandad than ever.

         Tip: New Traditionalists don’t just hit “share.” They want unique, authentic platform-specific content that doesn’t pander to a specific audience.


Tireless Trophy Takers (ages 25-34) are much more about looking good and enjoying the spoils.

         Tip: Older Millennials are broadcasters who can carry your message broadly as long as you craft it in a way that resonates with them in a very personal way.


The Forgotten X Men (ages 35-44) are comfortable in their own skin, and with their wallets.

         Tip: Recognize X Men for their achievements and position as the leaders of today and they will reward you with loyalty.


The ReMovers (ages 45-54) are comfortable parting ways with friends, spouses, behaviors and brands that have lost personal relevance.

         Tip: Marketers who ignore or take ReMovers for granted do so at their own peril. This is a generation that has collected the greatest accumulation of wealth and power the world has ever seen.


Marina Čulić Fischer, Managing Partner at Dialog komunikacije, an exclusive affiliate of Ketchum for Croatia commented: "The results of this survey contain valuable information for strategy developement of any brand becauze they are providing specific inputs on how influencers connect with brands. The well known steriotipes should be left off with accepting the complexity of today's men who's behaviour shaddow the difference between men and woman."