From the masculine driven car adverts of the 1960s, to the rise of the ‘metrosexual’ in the mid nineties, the way brands and advertisers market their products to men has changed dramatically over time, but who are the men of 2017 and are they properly represented in the media?

It used to be that selling to men meant selling a status. Brands such as BMW and Brylcreem pushed aspirational campaigns based on a specific way they wanted their audiences to feel, usually wealthy or good looking. But as millenial audiences and the older generation prioritise alternative aspirations such as philanthropy those strategies are in need of an update.

“Men are the enemy and not thought about at all. There is no real representation for what is a real man now. The words like metrosexual don’t apply anymore,” said Jonathan Durden, co-founder of PHD Media, and founder of men’s grooming brand Below The Belt, at Advertising Week Europe today (22 March). He referenced the ‘caring, sharing’ stereotype that was abundant in advertising during the boom of men’s magazines in the 1990s, which he said feels outdated.

Model David Gandy echoed Durden’s thoughts and shared his experience at the beginning of his career of trying to introduce a different type of…