**Evolving Masculinity: Insights from Kantar’s Study on Indian Men**
**Meta Description:** Kantar’s study reveals how Indian men’s roles are changing, highlighting the need for more authentic representation in advertising.
**URL Slug:** evolving-masculinity-indian-men
**Headline:** Kantar Study Reveals Shifting Roles of Indian Men in Society and Advertising
Kantar recently conducted a comprehensive study involving 880 men aged 18-45 from major Indian cities, including Mumbai, Delhi, Bengaluru, Kolkata, Chennai, Ahmedabad, Hyderabad, and Pune. The research aimed to explore the evolving roles of men in both personal and professional contexts, as well as how these roles are portrayed in advertising. Additionally, Kantar analyzed 457 Indian television advertisements to identify traditional gender roles.
The findings, shared exclusively, highlight the experiences of Indian men and their connection to brand narratives in advertising. The report emphasizes that progressive advertising serves as a significant growth driver, noting that brands that authentically represent relatable masculinity tend to excel in metrics such as trust, relevance, and purchase intent.
Notably, 41% of millennials (ages 28-43) and 31% of Gen Z respondents expressed feelings of negative representation in advertising. The report indicates a notable shift among urban Indian men, who are moving away from traditional roles of being solely caretakers and emotionally resilient figures. Instead, they are increasingly valuing partnership at home and embracing vulnerability. This trend is particularly evident among younger, urban men, who are actively rejecting outdated portrayals and seeking more nuanced representations in media.
The report states, “Indian men are not a monolith. Their roles are expanding, their expectations shifting, and their emotional space deepening.” It highlights that men’s aspirations are influenced not only by career ambitions but also by considerations of identity, partnership, health, and well-being. However, advertising continues to rely on outdated stereotypes that fail to capture the full spectrum of modern masculinity.
Kantar’s observations reveal that prevailing advertising narratives often depict men as confident providers, emotionally distant achievers, and unwavering decision-makers. While these portrayals may seem familiar, they no longer resonate with the complexities of contemporary male experiences. Men today describe their realities as more intricate, conflicted, and emotionally nuanced, with many feeling that traditional pressures, such as financial responsibility and internal conflict, are underrepresented in advertisements.
**Key Takeaways:**
– A significant portion of millennials (41%) and Gen Z (31%) feel misrepresented in advertising.
– Current portrayals of men often depict them as emotionally distant and solely as providers.
– There is a growing demand for representations of shared domestic roles and emotional openness.
– Advertising continues to lag in reflecting the evolving identity of men in Indian society.
As the narrative around masculinity evolves, it is clear that men are feeling increasingly alienated from mainstream portrayals, both globally and in India. The report concludes that while men are diversifying and becoming more nuanced, advertising has yet to catch up with these changes.
**FAQ:**
**Q: How are Indian men’s roles changing in society?**
A: Indian men are transitioning from traditional roles to valuing partnership and emotional openness, seeking more authentic representation in media and advertising.
