The new generation 'good life' male is focused on creating the perfect work-life balance, signalling a change from work-focused earlier generations whose family lives often took a backseat to career commitments.
In addition, in a move away from the 'player' and 'metrosexual' archetypes of previous decades, the millennial man is someone who works hard and plays hard with a focus on outdoor - mostly healthy - activities.
"The study has shown clearly that these men are leaders, not followers, enjoy the so-called simple things in life, enjoy giving back and are extroverted and social," says Asher Vorster, senior insights strategist of Carat South Africa's Insights Unit, which spearheads the CCS research in South Africa.
Snapshot of millennial man:
The 2011 CCS study sample consisted of 3000 nationally representative adults in the LSM 4-10 category. Key findings for men in the LSM 8-10 category held that:
"Marketers should address the 'Triple F-Factor' - friends, fans and followers. Provide this man with new and exclusive content, with him preferably at the front of the queue of recipients and enable him to pass this novel information on easily to his social group.
"Furthermore, it is all about curatorship. Your brand should have a history and tell a story. The brand should have talkability qualities on heritage, where it comes from and how it contributes to a positive society and environment.
"Finally, it is vital for marketers to understand and be alert to key social moments across the week, whether virtual or real. Capitalise on current talking points, whether they be the latest internet meme or current affairs development. Find the right 'moments to talk', and the right people whose opinions are valued to reach your guy," concludes Vorster.
