Just in case we weren’t totally convinced that we’re going through a time of massive paradigm change and cultural shifting, the team at Discovery Networks has released the findings of a ground-breaking study – revealing the male consumer is entering a new stage of evolution. Who’d have thought, huh?

Reported in Marketingweb, the study says that 21st century pressures have caused men to enter a new stage in their evolution. Their lives are now more complex than ever before, and as result men are under increased pressure to deal with their changing role.

The report’s findings says that there are four types of modern men:

1. Pressured Provider – 26% are traditional family men with a conservative view of their role in family and society.
2. Modern and in Control – 34% are men who have a modern view of gender roles and are able to juggle numerous commitments.
3. All About Me – 26% of young men prioritise themselves over relationships and are less family oriented.
4. Non-committal – 14% live for the day and shy away from serious commitment or responsibility.

The following themes also emerged from the report:

* Young men are delaying and reordering the traditional milestones of growing up.
* Greater equality for men and women means relationships between them have never been so complex.
* Young men are delaying becoming dads, but not because they don’t care about having kids.
* Young men are spending more time and money on their looks, but being aware of their image can bring anxiety as well as pride.
* Safer sex and potency pills, binge drinking and superfoods. The more hype about what makes a healthy life, the harder it is to live.

The mammoth research undertaking involved the study of more than 12,000 men between 25 and 39 years old in 15 countries and consulted some of the world’s leading experts in male behaviour.

What do you think? Does this ring true for you? And hopefully with these evolutionary changes, comes an increase in conscious consumerism.