Now online: Men--Attitudes and Values

Metros vs. Retros: The Leo Burnett 2005 Man Study
Metros vs. Retros

"The study revealed the existence of a "New Male Spectrum," characterized on one end by enlightened, evolved, modern men?-or what have been popularly dubbed "metrosexuals," and on the other end, entrenched, more traditionally masculine "retrosexuals" who cling steadfastly to stereotypical male behavior. Both groups are engaged by the gender debate and see themselves in terms relative to women: either they're more like women (Metros) or they're aggressively asserting their difference from women, (Retros).

The agency cautioned marketers against becoming fixated on these men who are adapting?-or not?-to women's new power and influence in society. According to the Man Study, fewer than 40 percent of men define themselves this way: the majority of men surveyed (60 percent) aren't caught up in this gender debate and live by a more traditional set of standards for assessing their masculinity. This larger group is more focused on defining themselves in the eyes of other men, largely by seeking respect and admiration for being successful in their professional life on one end of the spectrum, or their personal, family life on the other. The study dubs these men on the "Traditional Male Spectrum" as Power Seekers and Patriarchs, respectively, and contends they are largely overlooked by popular culture, the media and marketers."