Of the many changes Gen-Y has brought to our society, the transformations of men in this demographic has slightly gone un-noticed. Apparently, the traditional man is drastically different for their Gen-Y counterpart. The rugged, tough and “manly” man archetypes are in the process of being overtaken by more clean, stylish and metro-sexual personas. A type of man that, in the eyes of man, needs to harden-up.
A recent survey, sponsored by Gillette, suggests that 72% of survey respondents, who were men aged between 18-64, believe Gen-Y men need to harden-up. Equally, 69% also believed Gen-Y men took as long as women to get ready. Further, one quarter of those aged 18-29 were found to never have popped the hood of their car and messed around, while 20% received some form of waxing treatment. Not to forget, 40% said their friends, or even themselves, have used a text message or Facebook to break-up with someone.
That information is definitely loaded with some immediate thoughts. But like many other aspects Gen-Y has been a part of there are some clear and motivating factors behind the scenes.
Being a history buff, avid reader, lover of documentaries and any piece of information I haven’t yet absorbed, I know the world we live in today has drastically changed over the decades. We never had to face military conscription, or all the elements of the Cold War. Although I know a great deal about these times myself, as I have many family and relatives who quite literally escaped Communism, anything before 9/11 has been replaced and de-emphasised by notions of terrorism. Since many of us were never old enough to remember what happened before, we do remember what happened after.
Further, crime has been dramatically decreasing as well, contrary to what many news outlets have you believe. We’re approaching a time where crime rates that haven’t been this low since the 1970s. Aside from the many realities, thoughts, theories, hypothesises and research that exist, the surge of crime in the 60s and 70s to it’s eventual decline in the 90s is largely attributed to the Baby Boomers entering and leaving their so-called crime-prone years. Something of which is not being mimicked by Gen-Y up to this point nor should it be suggested that it will be, as trends are still pointing to dramatic decrease.
As we shift gears away from these sociological aspects, there are other realities the survey seems to misrepresent. First and foremost would be to understand that what cars once meant is undeniably different from what they represent now. Not only are members of Gen-Y waiting later in life to purchase their wheels, technological advancements have made many engines untouchable. Other than the quick maintenance aspects that can be done, of which many can be done for you faster and for a comparable price at local oil-change outlets, many other aspects of the engine can’t be touched whatsoever. Unless you’re a mechanic or truly familiar and comfortable with the modern components of current engines.
Equally, one of the biggest industries many companies have traditionally not been concerned with but one that is growing and getting exceeding attention is that of the male appearance. Let’s face the facts, it’s about money. Male hygiene, style and appearance is part of one of the largest untapped market segments. And they’re going to be raking it in with the Gen-Y male. After all, how could we not be concerned about our image, especially after Axe, Old Spice and the hit TV-series, Jersey Shore? Amongst the push for healthier lifestyles and gym-membership industry.
All of this is something of which even social media is largely effecting. We all put our best-self forward here. Even though it actually might not represent who really we are. It’s a matter of us just showing you the “good-stuff”. And I can’t say I’ve ever came across a profile anywhere suggesting otherwise – and that might not be a bad marketing ploy. Who we are online is who we believe will best represent us. This translates into the real-world as well. It’s only becoming natural for Gen-Y men to be concerned about their image.
And I won’t even get into the break-ups via text messaging or Facebook. Is it callous compared to times past? Well it seems that way. But unfortunately we’re worlds apart from not-receiving letters to provide us with the same idea. Break-ups aren’t suppose to be fun. And if it’s really not working, put the ego and jealously aside. One thing is for sure, it definitely saves you hours and hours of your time. It’s prompt to say the least. Nor does this suggest I’m evil and lack romance. I’m just saying, if something is there people will most likely use it.
The reality of the whole situation is Gen-Y men don’t have to harden up. Contrary to popular belief, the world is a better place – and I can already see the opinions and comments that will arise simply from this, and trust me, I understand many aspects and elements within the global context and am well aware of the many troubles that exist. With militarization and crime heading downwards, and a constant emphasis towards a greater personal image, it’s quite clear to why the Gen-Y male represents these set of characteristics.
None of this should suggest Gen-Y men are as weak as they’re perceived. I’ve worked in a car-manufacturing plant and demolition for years simply to pay my way through school. I regularly go to the gym to stay active, and try to catch a pick-up game when I can. And I’m very fashionable. So, sorry if I’m not concerned about war, being a young-trouble maker or popping the hood of my car. Shouldn’t suggest I can’t – most car stuff is easy – I, and much of Gen-Y, are just not drawn to it.
I’ll admit, life is easier than before. I’ve never denied that. And I’ll admit, there is a nostalgic want for men of times past – which would be another good marketing ploy. But maybe all of this is not about hardening-up. With slight variation, much of what it is to be a man has remained the same. Maybe it’s about living a harder life. If that’s the case you should know, it’s harder than you think. And trust me, we’re tougher than you know.
