PRES SS RELEA ASE

Issue Da ate 19/11/13 3

NO OT AL LL MEN A ARE BAST B TARD DS

MAN h has become e a dirty wo ord in our society. Its s time to understand u whether the reality o of Australia an masculinity differs from the offensive o stereotypes that have become e the new norm in de efining me n.

odern (Aussie) Man White W Pape r - an unprecedented d qualitativ ve study of The Mo Australian men - has done just j this. D rawing a line under historic h trut ths and mo odern t paint a new portra ait of our nations n ma ales and the eir percept tions of day perceptions; to masculinity, mens roles in society s and d the femin nist movement.

The Mo odern (Aussie) Man White Pap per will tod day be lau unched as a focal eve ent of Australias obser rvance of Internation nal Mens Day today y The Me ens & Fath hers gic Roundt table. 12.30pm at Pa arliament House, H Can nberra. Strateg

r will be in ntroduced by Hon. Ke evin Andre ews MP, Fe ederal Minister The White Paper for Soc cial Service es and Sena ator (Elect) ) Deborah ONeill.

The landmark study will form a key plank in updating the original 12Pt Mens Plan in the Australian Men and Father's Policy (2003).

A primary objective of the Modern (Aussie) Man White Paper and the Men's Strategic Roundtable is to give men back a gender voice. Critical at a time when even the single most significant umbrella initiative for mens health and well-being - the National Mens Health Policy (2010) - is under threat of being killed off.

The Modern (Aussie) Man White Paper has been prepared by Carolyn Managh, Senior Strategist at M&C Saatchi Australia.

The White Paper steps around the female minefield that stops academics, politicians and everyday men from saying what they really think, this research says what every man is thinking.

The Modern (Aussie) Man White Paper is the result of eight months of one-to-one interviews with 140 men, primarily aged 27-55 years, from a broad cross section of Australian demographics, workforce and geography. Seventy were influential leaders, and role models from business, sport, military, popular culture, hospitality, philanthropy, academia, mens health & wellbeing, education, media, advertising and fashion. Seventy were everyday men from around Australia, including construction and white collared workers, sales assistants, baristas and bartenders.

Men have never lacked rights or privilege through history, but does this mean that 21st century men no longer have the right to opinions, support and mutual respect?

The Modern (Aussie) Man White Paper goes where few have dared to go; opening the gender conversation from mens perspective, at a deeply personal level. Warts and all.

Warwick Marsh, founder of the Fatherhood Foundation and Coordinator of International Men's Day, Australia called the White Paper an overt celebration of Aussie manhood and a positive celebration of true masculinity. It strikes me as one of the most accurate assessments of Australian men I have seen.

-ENDS -

To organise an interview with Carolyn Managh, contact: Matt Porter Media Communications Director, M&C Saatchi Matt.porter@mcsaatchi.oom.au 0414 390 176 or (02) 9019 6214

WHITE PAPER

SYNOPSIS

Released at Parliament House, Canberra International Mens Day, 19 November 2013

overview
The Modern (Aussie) Man White Paper was released as part of the Mens Strategic Roundtable held at Parliament House, Canberra on International Mens Day, 19th November 2013. By identifying the perceptions of a significant sample and cross-section of Australian men, the Modern (Aussie) Man White Paper has done what few have dared; given men back a personal gender voice to self-profile and share perceptions with exceptionally raw and self-effacing honesty. ALL MEN ARE NOT BASTARDS OR IGNORANT, yet men believe this has become the default societal assumption. The Modern (Aussie) Man White Paper aimed to draw a line under historic

Stepping around the feminist minefield that stops academics, politicians and everyday men from saying what they really think, this research says what every man is thinking. Through their words and perceptions.
truths and modern day stereotyping; painting a new portrait of our nations males and their perceptions of masculinity, mens roles and feminism. The reality is encouraging. The majority of Australian men have evolved. Based on the findings in this research, we believe that that the majority of Australian men have strength of character, emotional intuition and traditional values grounded in respect, equality, humour, friendship, elementariness and most importantly family. They are not emasculated. Essentially, Australian men are an exemplary archetype of strong and authentic masculinity in the 21st century.

Amateur Comedian
Humour is his Swiss Army Knife of Life: a coping/resilience facilitator, stress reducer, relaxant, relationship builder, and breaker of awkward moments.

Broadband Connector
The better quality his relationships partner, friends, family -the more likely he is to be healthy and happy. While mateship and sport connect him to the broader population, great friendships brings out his true happy self.

Sensitive Cockatoo Action Man

Being an outdoorsy man and feeling the freedom to be his authentic masculine self are life affirming traits. Strength of character is more important than strength of body. His emotional evolution is exhibited in quiet sensitivity and desire for mutual respect and equality for both genders. Do not mistake his desire for peace over disruption for emasculation.

Nurturing Knight
He is physically and emotionally torn between work and fatherhood commitments but would ultimately prioritise his children if a choice was required.

Retail Ranger
He is retro-masculine; the original Levis Man with subtle modern stylishness and a distinctly Australian swagger.

Unassuming Romantic
Hes a romantic at heart; loving the surprise and delight element of romance the most. Lack of fresh ideas, anxiety over getting it right and forgetfulness are holding him back from being more Lothario.

Men of character
Broadband connector action man

The seven characteristics identified as the defining collective character traits of the majority of Australian men were evident in conversations with every one of the 140 men interviewed, albeit expressed in differing degrees by different individuals.

Men connect with other men at high speed levels. They use humour and sport to test whether this is an automatic sync and thereby fast-track the connection. Men cast a wide net of engagement often referred to as mateship with the majority of men they know and meet. Friendships evolve after physical activity together.

The modern day Action Man wannabe; jumping between sport and outdoor adventures (literally or passively) as if his life depended on it. Being outside and doing physical activity gives Australian men an energy and feeling of being alive that four walls or soaring careers can never deliver.

amateur comedian

Humour is the social glue of Australian men. Their style of humour is similar to modernday stand-up comedy; with men taking (uninterrupted) turns to tell comedic yarns, often with high levels of exaggeration or embellishment. Sharing humorous stories are like doing a mini-performance; it gets perfected over time for better effect.

nurturing knight

Being a Knight In Shining Armour for his children is the ambition that supersedes all others. Australian fathers mantra is If youre going to fail at building something, fail at building the next iPad or a brick wall. Dont fail at building great children or building the best opportunities for them to succeed at life.

retail ranger

Australian men love the adventure and discovery of buying. However, when the buying process turns into hours of browsing aimlessly around shops for entertainment, as much as functional purpose, their interest and attention span are lost. They recoil from the word shopping and self-justify purchases by mentally converting wants into essential needs.

sensitive cockatoo

Australian men may exhibit overtly laid-back and gregarious natures, but they have feelings too! Men feel they have become the sacrificial lamb for the sins of every man throughout time, so have developed gender issue laryngitis that stops them sharing thoughts, concerns and issues (around either gender) for fear of being labeled sexist.

unassuming romantic

Australian men love being in relationships and being romantic. Intimacy and thoughtfulness trump showy, flamboyant or overly contrived gestures. Romance is most frequently demonstrated through surprise and delight, although theyre running out of original ideas.

what men are thinking

About man stuff
Non-sporty men will fake enthusiasm in sport to avoid alienation by other men

This study reveals insights about men that women dont know and society is not acknowledging (e.g. covert Trade Off, surprise & delight romance, humour has a serious role, gender issue laryngitis). These insights are representative of the strongest patterns evident in the majority of men interviewed.

Men are so conditioned to being told theyre wrong, the majority has developed gender issue laryngitis; no longer sharing opinions, concerns and issues. For pragmatic purposes Australian men need man time, whether alone or with other men, to be the best version of themselves. This is re-balancing and de-stressing time, with the absence of expectations, judgments or stress

The Tall Poppy Syndrome is a myth. Humourous mockery exists as a levelling reaction to inauthenticity and grandstanding rather than success The term metrosexual is a euphemism for vain Men are the yet-to-be discovered consumer. They love buying (but hate the word shopping) Play is the defining way that men relate to and bond with his children, especially boys Australian men are unassuming romantics; obsessed with Surprise & Delight gestures Men want to laugh more at home but dont to avoid perpetuating the perceived female logic that male humour is immature or signifies that men dont want to grow up. This makes time spent with other men even more essential

About WOMEN
Men feel they have to ask permission from female partners for man time. So men frequently deploy the technique of covert tradeoffs to ease this process Australian men are womens biggest fans; respectful of women and their right to equal opportunities, considerations and benefits Women have the freedom of self-diary management for their personal time and pursuits Men break into a metaphorical sweat at the thought of buying women presents; always concerned about getting it wrong and the subsequent consequences Womens interpretation of grown up is being serious all the time, so men engage in less humour at home than desired Men are disappointed that women lose their sense of humour as they get older

THE RESEARCH
Self-attributions of Modern [Aussie] Man
(STUDY DISCUSSION GUIDE)*

The Modern (Aussie) Man White Paper is the result of eight months of one-to-one interviews with 140 men, from a broad cross section of Australian demographics, workforce and geography.
From business, sport, military, popular culture, hospitality, philanthropy, academia, mens health & wellbeing, education, media, advertising & fashion. Seventy were everyday men from around Australia, including construction and white collared workers, sales assistants, baristas and bartenders. All conclusions and insights were drawn from the words and perceptions of the sample of men interviewed.

Self-perception markers
(ClusTER AnAlysIs)

Modern [Aussie] Man Self-perception markers Broadband Connector Action Man Amateur Comedian Nurturing Knight Retail Ranger Sensitive Cockatoo Unassuming Romantic

1. The driVe to AcQuire

Consumption behaviours Priorities Culture

Consumption Attachment Self-actualisation Belongingness Heritability Ascendancy Affinity

2. The driVe to Bond

Familial instincts Love Rites of Passage Methods of connections People of importance

3. The driVe to Comprehend Purpose

Social consciousness Success Markers Genealogical origins Childhood Health Roles models

4. The driVe to DeFend

Family Strength Traditional Roles

METHODOLOGY quick facts

140 one-to-one interviews with men 27-64 years (90% aged 27-55 years) Average interview duration 1 - 2 hours Research data and analysis based on a 3D self-portraiture profiling methodology Methodology is a derivative of the Self Perception Theory (Prof. Daryl Bem, Stanford University 1972); based on the principles that self-perceptions paint a more reliable, valid and illuminating portrait than outsider interpretations Cluster analysis identified the strongest patterns which formed the self-perception and the structural framework for the multi-dimensional portrait of the Modern [Aussie] Man

The conversation has only just begun.

To request a copy of The Modern [Aussie] ManWhite Paper or The [Aussie] Man Guide, please contact us

SYDNEY

Jaimes Leggett, CEO Australasia Jaimes.leggett@mcsaatchi.com.au +61 (2) 9019 6000

Kenny Hill, Managing Director Kenny.Hill@mcsaatchi.com.au +61 (3) 9693 1400

MELBOURNE

MEDIA ENQUIRIES

Matt Porter, Communications & Media Director Matt.porter@mcsaatchi.com.au +61 (2) 9019 6214 / 0414 390 176

PUBLISHED BY M&C SAAATCHI AUSTRALIA november 2013 All rights reserved. No part may be reproduced or utilised in any form or by any means, mechanical or electronic, including photocopying or recording, or by any information storage and retrieval system, without permission in writing from the publisher.