Brands and marketers should abandon the concept of ‘traditional masculinity’ if they are looking to successfully reach the modern day man, according to a new report on the evolution of the modern male.
A new study from health and fitness focused magazine COACH and conducted by research agency, Join the Dots, has found that in 2016 the majority of men ascribe to a new kind of identity which has been coined: The altra-male.
The Modern Manifesto research quizzed over 1,000 Britains (744 men and 254 women) aged between 22-54 about their habits and aspirations and found that the majority of them Read full story ›
Source: The Drum
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