After the “fourth wave of feminism” (women empowerment, girl effect, #MeToo), marketing is increasingly interested in new masculinities. Masculinity and femininity are complementary concepts, which means that masculinity is also being redefined today. This topic is increasingly being addressed by consulting and trend agencies, academic circles, and the media.

The report “NEW MEN (?) 4P/2019” presents conclusions and findings from an analysis of cultural and consumer trends, quantitative and qualitative research (interviews and ethnography), as well as desk research data focused on the topic of “new masculinity”.

Here you will find answers to questions such as:

• What does it mean „to be a man” today (Poland and leading markets)?
• How are Polish men changing?
• How is the cultural discourse on masculinity evolving, and how do men feel about it?
• What are their key needs and pain points?
• How is the group internally segmented – and how should brands address each segment?