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The surprising stages of a modern man’s evolution…

Submitted by on August 17, 2015 – 6:10 am |

Peter Lloyd, author of Stand By Your ManhoodModern man has moved away from the stereotyped macho Neanderthal, and now no longer considers traditional masculine activities to be as important, according to research by Burt’s Chips. Burts asked men in the Midlands what they thought were the most important examples of being men, to mark their new campaign, Do It Right.

Buying his first home (37%), and meeting his first serious partner (35%) were chosen as the most popular achievements for a man in his 20s, but more traditionally masculine tasks such as buying a toolbox (9%), learning how to fix small everyday issues on his car (14%), and putting up a shelf or building a flat pack item from scratch (5%) all ranked significantly lower.

Men in the Midlands generally shunned traditionally masculine answers, with a quarter (25%) saying that finding his personal style is important for a man in his 20s, whereas creating his first campfire from scratch (4%), and taking on his first home renovation project (3%) ranked as much less significant examples of becoming a man in their 20s. More than a quarter (25%) of men in their 20s, also sensibly said that learning their alcohol limits was an important example of men who Do It Right, dispelling the myth of boozy beer-swilling blokes.

The unpopularity of macho-male stereotypes was also clear, as men thought that the best examples of male celebrity role models were Daniel Radcliffe (20s), Prince William (30s), David Beckham (40s) Barack Obama (50s) and Liam Neeson (60s).

Men in the Midlands men do become more typically practical as they age, with popular examples of “being a man” in their 40s being growing vegetables (25%), knowing a good wine on the menu (14%), and giving his first public speech (11%). In similar fashion, buying his first bottle of expensive whiskey (13%), was one of the most popular activities for men a man in his 50s.

When asked, “what makes a man?” intelligence was described as the manliest trait (30%), followed by courage (26%). Surprisingly, nobility was voted the characteristic that men described as being the least manly (10%).

Nearly all men in the Midlands (93%) thought that good cooking skills were important for man to have and three quarters of men (78%) thought that rather than getting involved in a fight with another man, a real man should first try talking to defuse the situation.

Psychologist and relationship expert Corrine Sweet says: “Interestingly, these results show us that modern men aren’t quite as insensitive as they are portrayed to be. For many men – especially those in their 20s and 30s – personal achievements such as meeting a serious partner, having a baby and buying a house are just as important as other more stereotypically manly rights of passage such as going out with their mates or watching a football match. Modern men appear to be much more mature than society would credit them to be. They are moving away from the stereotype, and are treating their personal relationships with just as much care and sincerity. Men are still taking pride in being men, even if they no longer consider traditionally male activities to be as important.”

Peter Lloyd, author of Stand By Your Manhood, a new book about modern men and their adapting role in society ( comments: “Since the dawn of the metrosexual in the 90s, modern men have received mixed messages about their role in society. As a result, they haven’t always known whether to show their sensitive side or to play up to the brutish, beer-swilling stereotype portrayed by the media. Brilliantly, this new survey reveals that men are comfortable enjoying the best of both worlds. They’re not afraid to show emotional intelligence, even in their younger years, and take their relationships and responsibilities seriously – but they also don’t apologise for who they are and what they want, living life proudly. Not only does this suggest they can multi-task just fine, but, crucially, it also means they’re standing by their manhood.”

Simon Knight, Sales and Marketing Director for Burts Chips commented, “We launched our Do It Right campaign to reflect the men out there who take pride in being men and in turn take pride in everything they do, in the same way that we take pride in the making of our Burts Chips. Through Do It Right, we are encouraging men to be men, and even if they no longer consider traditionally male activities to be as important they still want to ensure that whatever they do, it is done with pride, precision and care.”

Keep an eye out for the Do It Right campaign across the Burts Chips Facebook ( and Twitter (@BurtsChips) channels and your chance to win fantastic prizes.

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