Euro RSCG Worldwide: 40-Something Men Are Lost In Space.

What does it mean to be male and middle-aged? The stereotypes range from international man of mystery to victim of a midlife crisis, while the reality lies somewhere in between. Through four in-depth studies undertaken in the past 12 months, marketing communications agency Euro RSCG Worldwide has developed a unique understanding of men in their 40s — a period that has more often been defined by what it is not than what it is.

“The results of our studies paint a picture of a man who is becoming more secure in his masculinity even as societal changes are threatening him with complete emasculation,” says Marian Salzman, Chief Strategy Officer at Euro RSCG Worldwide and the architect of the studies. “The definition of what it means to be male and middle-aged is changing, and our research proves it.” Here are five major findings drawn from research studies conducted worldwide:

FOR MEN, FORTY-SOMETHING IS LOST IN SPACE
The main problem for men in their 40s today is that no one is really sure what it means to be male and 40. Not marketers, not the men themselves — and least of all, women. This detracts from his appeal as a consumer target, even as a lover or partner. We understand who men are in their 30s and 50s, but the 40s are rather ambiguous.

FIRST GENERATION TO THINK OF 40 AS NOT QUITE HALFWAY
Men in their 40s are more likely to think of themselves younger than middle-age because they are, as a group, more physically fit than previous generations. Michael Jordan will turn 40 next February, and he can still trounce men half his age on the court. Sexually, the myth of peaking at 18 has been dismantled, revealing the truth that while he may be most capable at that age, his potential to actually enjoy sex continues to grow as he gets older. As he matures, his sex appeal is based less on looks and more on confidence derived from success.

40-SOMETHING IS ABOUT MEANINGFUL TOYS
Men have always had their toys, but around the 40s they begin to take on additional meaning. There is optimism in the way this demographic spends. Unlike so many of their less-settled contemporaries, they know that they have arrived and have confidence in the fact that things are only going to get better. They surround themselves with status symbols, which, we have found, are the same around the world: impressive house, vacation home, hot cars, trendy, expensive clothing, a nice watch, a boat or plane, and quite often a trophy wife. For today’s 40-something male, however, the idea of the trophy
wife has changed. A woman with her own career who happens to be beautiful, stylish, graceful, and the mother of his children is his ultimate trophy.

PARTNERS AS EQUALS
Much has been said about the changing role of women of this generation, but what about the parallel track of men? While some men in their 40s resent the competition that women have brought into the workplace (unlike younger men, who accept it as the norm, and older men, who succeeded before women were a real factor), many are finding this negative offset by their gains as parents. One respondent describes the modern man in his 40s as “fit, capable, multitalented, sensitive … sharing duties with spouse … ” Because he is sharing the responsibilities of the home and breadwinning with his wife, he can enjoy his role as father and not feel overwhelmed by the traditional sense of duty shouldered by his father.

TRADITIONAL ROMANCE WITH AN INTIMATE TWIST
The 40-something man’s notion of “romance” is still traditional around the world, but with the twist that the woman in the scene is his beautiful, talented, equally busy partner, rather than a younger woman. At this point in life, he is looking for someone with whom he can share a meaningful evening. Preferred “dates” of the typical modern male 40-something were described as intimate and one-on-one. Theater, fine food and wine, and a hotel were a popular combination worldwide. As was leaving the kids behind for weekends at a spa or expensive hotel (which suggests illicit behavior even if the partner in crime is his wife of ten years). Expensive wines and liquors are a romantic indulgence of choice and a sign of success, as is the ability to dine in fine restaurants, to travel, and to take the woman in his life to exotic places.