Group 4P - New Men

„New (?) men. 4P/2019” report.

Following the great interest in the “fourth wave of feminism” (women empowerment, girl effect, #metoo), which brought specific changes in expectations, behaviours, and models of femininity and had those changes addressed in marketing communication, we observe an increasing interest of marketers in the “new men.” Masculinity and femininity are complementary concepts, hence the masculinity is being redefined as well. The topic is taken up more and more often by consulting agencies, trend agencies, academia as well as the media.

Our new report designed for 2019 will seek answers to such questions as:

  • What does it mean to be a man in 2019 (in Poland and in the leading markets)?
  • What are modern Polish men like? How do they change?
  • How has the discourse on masculinity in culture changed? How do men feel about those changes, to what extent are they aware of them?
  • What are their most important needs/problems (triggers/pain points)?
  • How is this group differentiated internally (segmentation)? How to talk to specific groups, and how to address them in marketing terms?

The project is a syndicated research.

If you are interested in further details, you can download:

Infografikę ilustrującą wybrane dane

Spis treści raportu

If you are interested in purchasing or participating in it, please contact:

Anna Kotkowska
gsm: +48 500 166 893
@: anna.kotkowska[at]