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The Evolution of Man

The Evolution of Man

A study from Dennis Publishing paints a dynamic new picture of modern man, what it terms – the Alta-male.

In Brief

If you are faced with a brief whose target audience is young men, there was a time when you would have turned to the lads mag phenomena of Nuts, Zoo and FHM.

The demise of this culture is well documented in marketing and consumer media, less clear however is what has stepped in to take its place. Dennis Publishing set out to answer this question in ‘The Evolution of Man’. Using both quantitative and qualitative methodologies, Dennis Publishing explored the mindset of men in the UK.

Key Findings

  • The study confirms that men are defying these now tired stereotypes. It paints a dynamic new picture of modern man, what it terms – the Alta male. This is not a one size fits all label, instead men are seen as defining identities for themselves from the plethora of infinite possibilities that digital society provides. 
  • Key themes that emerged from the research were how men were now more focused on achieving balance, being authentic and committing to small changes.
  • Many brands recognise this shift. The latest campaign from Fairy features a dad for the first time, and the evolution of the Lynx brand with its ‘Men in Progress’ campaign is a clear articulation of the changing nature of what it means to be a man today.

Implications for Advertisers

Magazine media has always been well equipped to cater for this array of identities. Magazine publishers are strongly connected to the evolving male market and recognise that modern man is best catered for via their deep interests and passions rather than a more generalised broad brush strategy.

Publishers benefit from a wide array of resources for their audience insight. As well as a commitment to studies like these, data has very much become their business. This enables publishers to deliver highly relevant and sought after content and the benefit for brands is a high engagement environment for their messages.

Magazines are home to valuable audiences for clients. Valuable because they offer highly engaged communities of interest, and because the depth of knowledge amongst publishers is unrivalled.

For more information on Coach’s Alta Male insight, contact