Today's Man: The Recession Session

IPC Ignite’s Today’s Man: The Recession Session explores men’s attitudes towards money and looks at what impact the current recession is having on their lives.

Ensuring that brands engage with men in the right way during the recession is key and Today’s Man: The Recession Session explores the most effective ways of engaging with young men during these tougher times.

It’s hard to escape the talk of the credit crunch in today’s climate so IPC Ignite set out to understand how the credit crunch has impacted on young men in the UK today. Using a nationally representative sample of men aged 18-34yrs and further qualitative research we’ve formed a strong sense of where these men sit with regards to the recession.

The research addresses the following key questions:

1. How has the economic downturn impacted on young men?

2. What changes has it made to their lives?

3. How should advertisers with young men in the credit crunch?

Here are a few key highlights from the Today’s Man: The Recession Session:

• While men are concerned about the current economic crisis, they don’t feel significantly affected by the recession on a personal level

• The credit crunch highlights the responsibility gap for men, with age and lifestage playing a key role in determining men’s attitude to money and the recession. Younger men (18-24yrs) have fewer responsibilities and a more carefree approach to life and money so have been less affected by the recession. Older men (25-34yrs) generally have greater financial responsibilities so are more careful with their money and have been affected more by the current economic crisis.

• Entertainment is becoming more important than ever to these young men as they are growing increasingly bored of hearing about the recession and working hard to maintain their job security. As a result they are increasingly turning to entertainment as a means of escapism and a justified reward. Entertainment habits are also starting to change for young men, with a growing trend towards spending time and money at home.

For further information on Today’s Man: The Recession Session, please contact Verity Amos, Insight Manager verity_amos@ipcmedia.com 0203 148 6732